CN118134544B - Marketing strategy execution method and device, storage medium, terminal and computer program product - Google Patents

Marketing strategy execution method and device, storage medium, terminal and computer program product Download PDF

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CN118134544B
CN118134544B CN202410547461.4A CN202410547461A CN118134544B CN 118134544 B CN118134544 B CN 118134544B CN 202410547461 A CN202410547461 A CN 202410547461A CN 118134544 B CN118134544 B CN 118134544B
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consumer
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CN118134544A (en
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李鹏
宋向平
颜雯芳
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Hangzhou Shuyun Information Technology Co ltd
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Abstract

A marketing strategy executing method and device, a storage medium, a terminal and a computer program product, wherein the method comprises the following steps: responding to the operation of adding a shopping cart by a consumer on an e-commerce platform, and generating an event to be processed according to a data structure defined by a preset event stream, wherein the event stream comprises a plurality of fields, and the event to be processed comprises field values of commodities added into the shopping cart corresponding to the plurality of fields; determining the purchase intention intensity level of the commodity added into the shopping cart by the consumer, and marking the purchase intention intensity level as a target degree level; obtaining a marketing strategy corresponding to the target degree level from a plurality of candidate marketing strategies corresponding to the event stream, and taking the marketing strategy as a target marketing strategy of the commodity; and executing the target marketing strategy of the commodity based on at least one part of each field value corresponding to the commodity in the event to be processed. The scheme is helpful for improving the accuracy and the adaptation degree of executing the marketing strategy and improving the marketing effect.

Description

Marketing strategy execution method and device, storage medium, terminal and computer program product
Technical Field
The embodiment of the invention relates to the technical field of marketing, in particular to a marketing strategy execution method and device, a storage medium, a terminal and a computer program product.
Background
Digital intelligent marketing has become a major means of current and future business marketing, with marketing strategies as the primary unit of marketing being the primary way to implement digital intelligence. Marketing strategies include active marketing strategies, which are performed by setting a specific time node or periodically, and passive marketing strategies, which are performed passively if certain trigger conditions are met.
In the conventional technology, the passive marketing strategy is usually implemented by the following steps: after the consumer places an order for the commodity on the e-commerce platform, a preset marketing strategy is triggered and executed (specifically, the marketing strategy can be executed by the order placing, or the marketing strategy can be executed by the time after the order placing), and the marketing strategy is mainly used for stimulating the consumer to purchase the same commodity again later by means of pushing a marketing message to the consumer who places the commodity, providing the commodity coupon and the like. Moreover, existing solutions typically implement a unified marketing strategy for different consumers who have placed orders for a particular commodity, e.g., for multiple consumers who have placed orders for a store of powdered milk, the same discount information or coupon information for that powdered milk is sent to encourage each consumer to purchase the same powdered milk again.
However, executing a unified marketing strategy for different consumers may lack flexibility and pertinence, and may be difficult to accurately adapt to actual demands of the respective consumers, so that an expected marketing effect may not be achieved, and even a negative marketing effect may be caused; in addition, the execution of the marketing strategy is triggered after the consumer orders, and the subsequent purchase desire of the consumer may not be effectively stimulated.
Disclosure of Invention
The technical problem solved by the embodiment of the invention is how to improve the accuracy and the adaptation degree of executing the marketing strategy and improve the marketing effect.
In order to solve the above technical problems, an embodiment of the present invention provides a marketing strategy execution method, including the following steps: responding to the operation of adding a shopping cart by a consumer on an e-commerce platform, and generating an event to be processed according to a data structure defined by a preset event stream, wherein the event stream comprises a plurality of fields, and the event to be processed comprises field values of commodities added into the shopping cart corresponding to the plurality of fields; determining the purchase intention intensity level of the commodity added into the shopping cart by the consumer, and marking the purchase intention intensity level as a target degree level; obtaining a marketing strategy corresponding to the target degree level from a plurality of candidate marketing strategies corresponding to the event stream, wherein the target marketing strategy of the commodity is obtained by the aid of the marketing strategy, a plurality of pre-divided purchase intention intensity levels are in one-to-one correspondence with a plurality of preference intensity levels, each preference intensity level is provided with a candidate marketing strategy corresponding to each preference intensity level, and the higher the purchase intention intensity level is, the larger the corresponding preference intensity level is; and executing the target marketing strategy of the commodity based on at least one part of each field value corresponding to the commodity in the event to be processed.
Optionally, the plurality of pre-divided purchase intention intensity levels include high purchase intention intensity, medium purchase intention intensity, low purchase intention intensity; determining a purchase intent intensity level of the consumer for the item to be added to the shopping cart, comprising: acquiring the name of the commodity and store information to which the commodity belongs from the electronic commerce platform, and comparing the name of the commodity with a historical purchasing record of the consumer on the electronic commerce platform, wherein the historical purchasing record comprises the name of the commodity purchased by the consumer on the electronic commerce platform and the store information to which the commodity belongs; and if the historical purchasing record contains historical purchasing commodities consistent with commodity names of the commodities and store information of the commodities, confirming that the purchasing willingness of the consumers to the commodities is high.
Optionally, the method further comprises: and if the historical purchasing record contains the historical purchasing commodity which is consistent with the commodity name of the commodity and the store information of the historical purchasing commodity is inconsistent with the store information of the commodity, confirming that the purchasing intent strength of the commodity by the consumer is moderate.
Optionally, the method further comprises: if the historical purchasing record does not contain the historical purchasing commodity with the commodity name consistent with that of the commodity, carrying out weighted operation on the browsing duration index and the browsing frequency index of the commodity by the consumer on the electronic commerce platform; and if the weighted operation result is smaller than the preset threshold value, confirming that the purchase intention of the consumer for the commodity is low in strength.
Optionally, the event to be processed at least includes a field value of a commodity name of the commodity added into the shopping cart, and the target marketing strategy includes a preset screening condition, a marketing message template and a target marketing object; executing a target marketing strategy of the commodity based on at least one part of each field value corresponding to the commodity in the event to be processed, wherein the target marketing strategy comprises the following steps: judging whether the event to be processed meets the preset screening condition or not based on at least one part of each field value corresponding to the commodity in the event to be processed and/or based on an operation result of at least one part of each field value corresponding to the commodity in the event to be processed; if the commodity name and the marketing message template of the commodity are adopted, generating a marketing message of the commodity, and pushing the marketing message to the target marketing object; the marketing message comprises preferential information, and the higher the purchase intention intensity level of the target marketing strategy is, the greater the preferential strength described by the preferential information is.
Optionally, the target marketing object includes the consumer and its associated object; the consumer's associated object is determined in the following manner: searching a receiving address and/or a communication number associated with the consumer from a marketing object database of the electronic commerce platform, and taking all other marketing objects associated with the receiving address and/or the communication number as associated objects of the consumer; the marketing object database comprises an association relation between a marketing object and a receiving address and/or a communication number.
Optionally, the target marketing strategy is obtained by compiling based on a corresponding script to be compiled, wherein the script to be compiled comprises an event screening code segment and a marketing touch code segment; the event screening code segment comprises the screening condition and is used for judging whether the event to be processed meets the preset screening condition or not based on at least one part of each field value corresponding to the commodity in the event to be processed and/or based on an operation result of at least one part of each field value corresponding to the commodity in the event to be processed; the marketing trigger code segment is used for generating a marketing message of the commodity and pushing the marketing message to a target marketing object.
Optionally, the event filtering code segment included in the script to be compiled is generated by the following method: providing a first form to be filled, wherein the first form to be filled is configured by adopting at least one part of fields, a plurality of candidate relation operators, a plurality of candidate logic operators and a preset first form template which are contained in the event stream; responding to completion of filling of the first form to be filled by a merchant, and determining a first screening sub-condition corresponding to each first target field selected by the merchant from the at least one part of fields according to a first target relation operator selected by the merchant from the plurality of candidate relation operators and a set first target value range; and determining the screening conditions according to target logical operators among the first screening sub-conditions selected by the merchant from the plurality of candidate logical operators, and filling the screening conditions into a preset first code template to obtain the event screening code segment.
Optionally, the event filtering code segment included in the script to be compiled is generated by the following method: providing a second form to be filled, wherein the second form to be filled is configured by adopting at least one part of fields, a plurality of candidate associated fields, a plurality of candidate relation operators, a plurality of candidate logic operators, a plurality of candidate mathematical operators and a preset second form template which are contained in the event stream; responding to the completion of filling of the second form to be filled by the merchant, and determining a second screening sub-condition corresponding to each second target field selected by the merchant from the at least one part of fields according to a second target relation operator selected by the merchant from the plurality of candidate relation operators and a set second target value range; for each field group selected by a merchant from the at least one part of fields, determining a third screening sub-condition corresponding to the field group according to a target mathematical operator among fields selected by the merchant from the plurality of candidate mathematical operators, a third target relational operator selected from the plurality of candidate relational operators and a set third target value range; and determining the screening condition according to a target logic operator among each selected second screening sub-condition and/or third screening sub-condition from the plurality of candidate logic operators by the merchant, and filling the screening condition into a preset second code template to obtain the event screening code segment.
The embodiment of the invention also provides a marketing strategy executing device, which comprises: the system comprises a to-be-processed event generation module, a storage module and a storage module, wherein the to-be-processed event generation module is used for responding to the operation of adding a shopping cart by a consumer on an e-commerce platform, generating to-be-processed events according to a data structure defined by a preset event stream, wherein the event stream comprises a plurality of fields, and the to-be-processed events comprise field values of commodities added into the shopping cart corresponding to the plurality of fields; the purchase intention strength determining module is used for determining the purchase intention strength level of the commodity added into the shopping cart by the consumer and marking the purchase intention strength level as a target degree level; the target marketing strategy determining module is used for acquiring a marketing strategy corresponding to the target degree level from a plurality of candidate marketing strategies corresponding to the event stream, wherein the target marketing strategy of the commodity is obtained by a plurality of purchase intention intensity levels which are divided in advance and correspond to a plurality of preference intensity levels one by one, each preference intensity level is provided with a candidate marketing strategy corresponding to each preference intensity level, and the higher the purchase intention intensity level is, the larger the corresponding preference intensity level is; and the target marketing strategy executing module is used for executing the target marketing strategy of the commodity based on at least one part of each field value corresponding to the commodity in the event to be processed.
The embodiment of the invention also provides a storage medium, on which a computer program is stored, which executes the steps of the marketing strategy execution method.
The embodiment of the invention also provides a terminal, which comprises a memory and a processor, wherein the memory stores a computer program capable of running on the processor, and the processor executes the steps of the marketing strategy execution method when running the computer program.
The embodiment of the invention also provides a computer program product, which comprises a computer program, wherein the computer program is executed by a processor to execute the steps of the marketing strategy execution method.
Compared with the prior art, the technical scheme of the embodiment of the invention has the following beneficial effects:
In the embodiment of the invention, by associating the execution of the marketing strategy with the purchase intention intensity of the consumer and advancing the time for triggering the execution of the marketing strategy to confirm that the consumer has the purchase intention, the dual promotion of the marketing effect is opportunistically realized. Specifically, on one hand, compared with the conventional scheme that unified marketing strategies are executed for different consumers, the scheme of the embodiment of the invention determines the purchase intention intensity level of the consumer on the commodity before determining the marketing strategies to be executed, and selects an appropriate marketing strategy from a plurality of candidate marketing strategies based on the purchase intention intensity level, wherein the higher the purchase intention intensity level is, the larger the preference intensity level of the corresponding marketing strategy is. Therefore, the matching degree of the marketing strategy and the actual purchase intention (or the purchase demand) of the commodity added into the shopping cart by the consumer can be improved, and more effective marketing effect can be obtained. On the other hand, compared with the conventional scheme that the "consumer executes the order operation" is adopted as the opportunity for triggering and executing the marketing strategy, the embodiment advances the opportunity for triggering and executing the marketing strategy, and triggers and executes the marketing strategy at the opportunity for confirming that the consumer executes the operation of joining the shopping cart, namely, confirming that the consumer has the purchase intention, and pushing the related marketing preferential information is beneficial to improving the incentive effect on the consumer to purchase the desire, so that the marketing effect is further improved.
Further, in the embodiment of the invention, the target marketing object of the marketing strategy not only comprises the consumers who actually execute the operation of joining the shopping cart on the e-commerce platform, but also additionally adds the consumers which have association relation with the consumers. For example, adding milk powder to a shopping cart at an e-commerce platform may be a member of the month-sister or career for infants, and then the marketing message may be pushed not only to the member of the month-sister or career, but also to the mother and/or father of the infant that is consistent with the member of the month-sister's order of receipt. Therefore, the target object range of marketing can be effectively enlarged for the same commodity, and a better marketing effect is obtained.
Further, in the embodiment of the invention, the form to be filled is configured by adopting the fields in the event stream and different operators, and the form is filled in by the merchant according to the actual marketing requirements, so that the screening condition code segment in the marketing strategy is generated. Therefore, flexible change and configuration of the marketing strategy can be realized, and when the marketing strategy needs to be updated by a merchant, a marketing business personnel of the merchant (the personnel can not have the expert knowledge of a computer) only needs to reselect a target field to set related operators and a value range, and codes do not need to be written or frequently modified each time depending on the expert computer program developer, so that the generation and updating cost of the marketing strategy is reduced, and the convenience and the practicability are improved.
Furthermore, in the embodiment of the invention, considering the diversity of marketing requirements, on the basis of configuring the form to be filled by adopting the fields contained in the event stream and common relation operators and logic operators, a plurality of candidate association fields and a plurality of mathematical operators which have association relations with the fields in the event stream are additionally introduced, so that various operation rules can be realized, and further flexible configuration and expansion of screening conditions are realized. Thus, the flexibility and versatility of the marketing strategy configuration can be further improved.
Drawings
FIG. 1 is a flow chart of a marketing strategy enforcement method in an embodiment of the present invention;
FIG. 2 is a flow chart of one embodiment of step S12 of FIG. 1;
FIG. 3 is a schematic diagram of a marketing service system in a typical application scenario according to an embodiment of the present invention;
fig. 4 is a schematic structural diagram of a marketing strategy execution device according to an embodiment of the present invention.
Detailed Description
As described in the background, in the conventional marketing strategy execution method, after a consumer places an order on a commodity in an e-commerce platform, the consumer is triggered to execute the marketing strategy to encourage the consumer to purchase the same commodity again later. Also, existing schemes typically implement a unified marketing strategy for different consumers who have placed orders to purchase specific merchandise.
The inventor of the present invention has found that in practical application, different consumers often have differences in the intensity of purchase intention of the same commodity, for example, for the milk powder of store first, the intensity of purchase intention of consumer a is generally greater when the same milk powder purchased by consumer a before the consumer a is consumed soon; consumer B did not purchase the milk powder at store a before, but purchased the same milk powder at store B, the willingness of purchasing the milk powder at store a may be weaker than that of consumer a; the consumer C can properly combine other factors to determine the intensity of the purchase intention when the consumer C does not purchase the same milk powder in store nails and other stores.
From the above, if a unified marketing strategy is executed for different consumers, flexibility and pertinence are obviously lacking, and it may be difficult to accurately adapt to actual purchasing demands of the various consumers on the commodities, so that an expected marketing effect cannot be achieved, and even a negative marketing effect may be caused; in addition, the inventors have also studied to find that the consumer may not be significantly motivated to purchase the desire by triggering the execution of the marketing strategy after the consumer has placed an order.
In order to solve the technical problems, in the embodiment of the invention, before determining the marketing strategy to be executed, determining the purchase intention intensity level of the commodity by the consumer, and selecting an appropriate marketing strategy from a plurality of candidate marketing strategies based on the purchase intention intensity level, wherein the higher the purchase intention intensity level is, the larger the preference intensity level of the corresponding marketing strategy is. Therefore, the matching degree of the marketing strategy and the actual purchase intention of the consumer can be improved, and a more effective marketing effect can be obtained. Further, the embodiment advances the time for triggering and executing the marketing strategy to the time when the consumer executes the operation of joining the shopping cart on the e-commerce platform, namely, the time when the consumer has the purchase intention is triggered and executed, and related marketing preferential information is pushed, so that the incentive effect on the purchase intention of the consumer is improved, and the marketing effect is improved.
In order to make the above objects, features and advantages of the present invention more comprehensible, embodiments accompanied with figures are described in detail below.
Referring to fig. 1, fig. 1 is a flowchart of a marketing strategy execution method according to an embodiment of the present invention. The method can be applied to an e-commerce service system or platform, or can be applied to a marketing service terminal or a marketing service system which are mutually independent from the e-commerce platform and have data processing and marketing functions, wherein the marketing service system can be a customer relationship management system (Customer Relationship Management, abbreviated as CRM) for example. The marketing service terminal or the marketing service system can perform data interaction with the e-commerce platform.
The marketing strategy execution method may include steps S11 to S14:
Step S11: responding to the operation of adding a shopping cart by a consumer on an e-commerce platform, and generating an event to be processed according to a data structure defined by a preset event stream, wherein the event stream comprises a plurality of fields, and the event to be processed comprises field values of commodities added into the shopping cart corresponding to the plurality of fields;
Step S12: determining the purchase intention intensity level of the commodity added into the shopping cart by the consumer, and marking the purchase intention intensity level as a target degree level;
Step S13: obtaining a marketing strategy corresponding to the target degree level from a plurality of candidate marketing strategies corresponding to the event stream, wherein the target marketing strategy of the commodity is obtained by the aid of the marketing strategy, a plurality of pre-divided purchase intention intensity levels are in one-to-one correspondence with a plurality of preference intensity levels, each preference intensity level is provided with a candidate marketing strategy corresponding to each preference intensity level, and the higher the purchase intention intensity level is, the larger the corresponding preference intensity level is;
step S14: and executing the target marketing strategy of the commodity based on at least one part of each field value corresponding to the commodity in the event to be processed.
In one aspect, compared with the conventional scheme, the method and the system for determining the purchase intention strength of the commodity in the conventional scheme have the advantages that unified marketing strategies are executed for different consumers, the purchase intention strength level of the consumer for the commodity is determined before the marketing strategies to be executed are determined, and an appropriate marketing strategy is selected from a plurality of candidate marketing strategies based on the purchase intention strength level, and the higher the purchase intention strength level is, the higher the preference strength level of the corresponding marketing strategy is. Therefore, the matching degree of the marketing strategy and the actual purchase intention of the consumer can be improved, and a more effective marketing effect can be obtained. On the other hand, compared with the conventional scheme, the method adopts the consumer to execute the order-placing operation as the time for triggering the execution of the marketing strategy, the time for triggering the execution of the marketing strategy is advanced to the time when the consumer performs the operation of joining the shopping cart on the e-commerce platform, namely, the time when the consumer has the purchase intention is triggered to execute the marketing strategy, and related marketing preferential information is pushed, so that the method is beneficial to improving the incentive effect on the consumer to purchase the desire and improving the marketing effect.
In the implementation of step S11, the event stream may be a predefined data structure (e.g., a tree structure or a table structure) containing a predetermined plurality of fields. The process of generating the event to be processed according to the event stream is equivalent to the process of instantiating the data structure with empty data, and is analogous to classes and objects in a computer programming language, wherein 'classes' can be analogous to the event stream in the application, and 'objects' can be analogous to the event to be processed in the application. Each field and its combination of field values corresponds to a single "key-value" pair, with the field as the "key" and the field value as the "value".
Specifically, in response to a consumer performing a shopping cart joining operation on an e-commerce platform, generating a pending event according to a data structure defined by a preset event stream, including: responding to the operation of adding a shopping cart executed by a consumer on an e-commerce platform, and acquiring a preset event stream, wherein the event stream comprises a plurality of fields; acquiring field values of commodities added into the shopping cart corresponding to the fields, and respectively assigning the field values to each field of the event stream to obtain the event to be processed. For example, after a consumer performs a shopping cart joining operation on the commodity on an e-commerce platform, a terminal or a system (for example, a marketing service terminal or a system) executing the marketing strategy execution method according to the embodiment of the present invention may acquire field values of the commodity corresponding to the plurality of fields and store the field values in a memory, and execute the step of generating a to-be-processed event according to a data structure defined by a preset event stream in the memory, so that the operation efficiency can be effectively improved because the time-consuming operation such as loading data by IO is not required.
The preset event stream may be predefined for the triggering condition of joining the shopping cart, and thus may be referred to as "joining the shopping cart event stream". The data structure of the event stream and the specific fields contained in the event stream may be set in connection with the actual application scene requirement, which is not particularly limited herein. In practical applications, for other types of trigger conditions, corresponding other event streams may also be defined.
Without limitation, the data structure defined by the preset event stream may be a tree structure, and each node in the tree indicates a single field of the event stream; generating an event to be processed according to a data structure defined by a preset event stream, which specifically may refer to: and respectively assigning values to the fields indicated by the nodes of the tree structure, so as to construct a tree with corresponding field values of each node. In some embodiments, the various fields of the event stream may be selected from, but are not limited to: commodity _name or commodity _id (i.e., merchandise name or merchandise identification), shop_id (i.e., store identification), commodity _num (i.e., number of items), value (i.e., unit price of items), total_value (i.e., total price of items). The commodity names or commodity identifications can be used for identifying unique commodities in the same store, and commodity names or commodity identifications of commodities from different stores can be consistent.
For example, when consumer a adds 5 parts of YY milk powder with a unit price of 200 yuan, which is identified as "001" in the store, to the shopping cart, the field values of the fields included in the generated event to be processed may be respectively: the field value of field commodity _name 'xx mill powder' or "YY milk powder", the field value of field shop_id "001", the field value of field commodity _num "5", the field value "200", and the field value of field total_value "1000".
In the implementation of step S12, the intensity level of the consumer' S purchase intention for the item to be added to the shopping cart is determined and recorded as the target level. In particular, the purchase intent intensity level of the item of the consumer joining the shopping cart may be determined by obtaining a historical purchase record of the consumer from the e-commerce platform and based at least on the historical purchase record.
Referring to fig. 2, fig. 2 is a flowchart of one embodiment of step S12 in fig. 1, and in particular, step S12 may include the following steps S121 to S122.
In step S121, the name of the commodity and the store information to which the commodity belongs are obtained from the e-commerce platform, and compared with a historical purchasing record of the consumer on the e-commerce platform, wherein the historical purchasing record comprises the name of the commodity purchased by the consumer on the e-commerce platform and the store information to which the commodity belongs.
In step S122, if the history purchase record includes a history purchase commodity which matches both the commodity name of the commodity and the store information to which the commodity belongs, it is confirmed that the consumer' S purchase intention for the commodity is high.
Further, if the history purchase record includes a history purchase commodity which is identical to the commodity name of the commodity and the store information to which the history purchase commodity belongs is not identical to the store information to which the commodity belongs, the purchase intention strength of the consumer for the commodity is confirmed to be medium.
Further, if the historical purchasing record does not contain the historical purchasing commodity with the commodity name consistent with that of the commodity, weighting the browsing duration index and the browsing frequency index of the commodity by the consumer on the electronic commerce platform; and if the weighted operation result is smaller than the preset threshold value, confirming that the purchase intention of the consumer for the commodity is low in strength.
It can be understood that, in practical application, if the consumer a has purchased a certain commodity m at the store first, the consumer will add the commodity m of the store first to the shopping cart again, which generally means that the consumer a will purchase the commodity m of the store first more strongly; if the consumer B has purchased a certain commodity m at the store A, the consumer adds the commodity m of the store B to the shopping cart, which generally means that the purchasing intention of the consumer B for the commodity m of the store B is weaker than that of the consumer A, because the consumer B can purchase the commodity m again by the store A which has been ordered at a certain probability; if the consumer C adds a certain item m to the shopping cart, but the item m has not been purchased at any store in the history of the consumer C, the purchase intention strength of the item m by the consumer C may be further determined in combination with other factors (for example, the browsing duration and the browsing frequency of the item m by the consumer C).
With continued reference to fig. 1, in the implementation of step S13, a marketing strategy corresponding to the target level of degree is obtained from a plurality of candidate marketing strategies corresponding to the event stream, and is used as the target marketing strategy of the commodity.
Specifically, a plurality of purchase intention intensity levels and a plurality of preference intensity levels can be divided in advance, and a mapping relation between the purchase intention intensity levels and the preference intensity levels is established, wherein the higher the purchase intention intensity level is, the larger the corresponding preference intensity level is. As one non-limiting example, purchase intent strength levels may be divided into: the purchase intention intensity is high, the purchase intention intensity is medium, and the purchase intention intensity is low; the preferential degree level is divided into: the preferential force is large, the preferential force is medium, and the preferential force is small; then the following one-to-one mapping relationship is established: the purchase intention strength is high and corresponds to large preference strength, the purchase intention strength is medium and corresponds to medium preference strength, and the purchase intention strength is low and corresponds to small preference strength. And then setting a corresponding candidate marketing strategy for each preference level.
It should be noted that in implementations, the preset event stream may be associated with one or more merchants (e.g., branders or store registries that reside on an e-commerce platform), each merchant associated with one or more marketing strategies; in the step S13, the plurality of candidate marketing strategies corresponding to the event stream may specifically be: each marketing strategy associated with a merchant to whom the items of merchandise that are added to the shopping cart belong. More specifically, the merchant may specify a corresponding level of offer for each marketing strategy with which it is associated; the greater the level of the preference level, the greater the preference level described by the preference information in the marketing message correspondingly generated by the marketing strategy belonging to the level. As an example, if one piece of coupon information is "9-fold coupon" or "100-fold coupon" and the other piece of coupon information is "8-fold coupon" or "200-fold coupon", the former has a greater level of coupon strength than the latter.
Further, each marketing strategy associated with the merchant to which the commodity added into the shopping cart belongs may be obtained by compiling a code in advance for the event stream based on marketing requirements of the merchant by a computer programmer to obtain a script to be compiled and compiling the script; or after a computer programmer develops a visual form template (for example, a configurable interface template), configuring the form template by a form configurator (a non-computer professional programmer) to obtain a form to be filled, filling the form to be filled by a marketing related person delivered to a merchant, generating a script to be compiled based on filled information and a code template, and compiling the script to be compiled; or the visual form template is developed by a computer programmer, and then the visual form template is directly delivered to marketing related personnel of a merchant for configuration and filling, and the script to be compiled is generated and compiled based on the configuration and filling information and the code template.
For a specific implementation of configuring and generating the respective marketing strategies associated with the merchant for the event stream, see the detailed description below regarding the generation of relevant content for marketing strategies.
In the implementation of step S14, the target marketing strategy of the commodity is executed based on at least a part of the field values corresponding to the commodity in the event to be processed.
Further, the target marketing object may include the consumer and its associated objects; the consumer's associated object is determined in the following manner: searching a receiving address and/or a communication number associated with the consumer from a marketing object database of the electronic commerce platform, and taking all other marketing objects associated with the receiving address and/or the communication number as associated objects of the consumer; the marketing object database comprises an association relation between a marketing object and a receiving address and/or a communication number.
In the embodiment of the invention, the target marketing object of the marketing strategy not only comprises the consumers which actually execute the operation of joining the shopping cart on the e-commerce platform, but also additionally increases the consumers which have association relation with the consumers. For example, adding milk powder to a shopping cart at an e-commerce platform may be a member of the month-sister or career for infants, and then the marketing message may be pushed not only to the member of the month-sister or career, but also to the mother and/or father of the infant that is consistent with the member of the month-sister's order of receipt. Therefore, the target object range of marketing can be effectively enlarged for the same commodity, and a better marketing effect is obtained.
Further, the marketing message template may include information to be filled in, where the information to be filled in may include a field value of a commodity name of the commodity, may further include other appropriate field values in the event to be processed, and may further include preference information. The preferential information may be directly configured or filled by a merchant, or may be an operation result obtained by adopting a preset preferential calculation formula to operate field values of one or more fields corresponding to the commodity.
The higher the purchase intention intensity level to which the target marketing strategy belongs, the larger the coupon strength (the larger the corresponding coupon strength level) described by the coupon information.
In a first specific embodiment, the target marketing strategy may include only a marketing message template and a target marketing object (including no screening condition), and the step S14 may include: the field value of commodity _name ("commodity name") of the commodity and the preferential information configured by the merchant can be directly filled into the marketing message template, and the marketing message of the commodity is generated and pushed to the target marketing object.
As a non-limiting example, the marketing message template is "consumer good-! The shopping cart is added with a sales promotion activity, and a coupon is sent to you as soon as possible, wherein the coupon is information to be filled; in this embodiment, the following marketing message may be obtained by filling the marketing message template with a field value of commodity _name of the commodity (e.g., "YY milk powder") and filling in the preferential information (e.g., 9 folds) configured by the user: "consumer you good! The promotion activity of the 'YY milk powder' added into the shopping cart is that the coupon is sent to the user (9 min.), and the user can get to order as soon as possible.
In a second specific embodiment, the target marketing strategy may include a marketing message template and a target marketing object (not including screening conditions), and may further include a preset preferential calculation formula, and the step S14 may include: and after the preferential calculation formula is adopted to calculate the field values of one or more fields corresponding to the commodity, filling the calculation result and the field value of commodity _name ("commodity name") of the commodity into the marketing message template to obtain the marketing message.
As a non-limiting example, the marketing message template is "consumer good-! The shopping cart is added with a sales promotion activity, and a coupon is sent to you as soon as possible, wherein the coupon is information to be filled; in this embodiment, a preferential calculation (for example, 1000×0.05=200) may be performed with respect to a field value (for example, "1000") of total_value ("total commodity price") corresponding to the commodity, and the calculation result 200 and a field value (for example, "YY milk powder") of commodity _name are both filled in the marketing message template, so as to obtain the following marketing message: "consumer you good! The promotion activity of the 'YY milk powder' added into the shopping cart is that the coupon of the '200' is sent, and the customer is checked as soon as possible.
In a third specific embodiment, the event to be processed at least includes a field value of a commodity name of the commodity added to the shopping cart, and the target marketing strategy includes not only a marketing message template and a target marketing object, but also a preset screening condition; the step S14 may include: based on at least one part of each field value corresponding to the commodity in the event to be processed and/or based on an operation result of at least one part of each field value corresponding to the commodity in the event to be processed, judging whether the event to be processed meets the preset screening condition or not; and generating a marketing message of the commodity by at least adopting the commodity name of the commodity and the marketing message template on the basis of confirming that the event to be processed meets the screening condition, and pushing the marketing message to the target marketing object.
Compared with the first two embodiments, the third embodiment can flexibly configure appropriate screening conditions according to actual application scene requirements, for example, whether the names of the commodities added to the shopping cart are listed in a preset promotion commodity list, whether the number of the commodities added to the shopping cart meets the preset target number, whether the total price of the commodities added to the shopping cart meets the preset target total price, and the like, so as to flexibly meet various marketing requirements, and improve the universality and flexibility of marketing strategy execution.
Further, the target marketing strategy is compiled based on the corresponding script to be compiled.
In a specific embodiment, the script to be compiled is obtained by programming codes by a professional programmer. For example, a developer of the marketing tool or the e-commerce platform interfaces with a merchant to meet specific marketing requirements, then a professional programmer writes codes or scripts (i.e., the scripts to be compiled) conforming to the marketing requirements of the merchant, and then compiles to generate corresponding marketing strategies.
It can be appreciated that with the above scheme, when a merchant has a new marketing requirement or the marketing requirement is changed, the pre-written script needs to be modified or updated, the development cost and complexity of the marketing strategy are greatly improved, and the flexibility of the marketing strategy is not high.
In another embodiment, the script to be compiled may be generated by configuring, filling in, and combining a visual form template (e.g., a visual operation interface) with a code template. This embodiment will be described below.
Specifically, the script to be compiled may include an event screening code segment and a marketing trigger code segment; the event screening code segment comprises the screening condition and is used for judging whether the event to be processed meets the screening condition or not based on at least one part of each field value corresponding to the commodity in the event to be processed and/or based on an operation result of at least one part of each field value corresponding to the commodity in the event to be processed; the marketing touch code segment is used for generating a marketing message of the commodity at least by adopting the commodity name of the commodity added into the shopping cart and the marketing message template, and pushing the marketing message to the target marketing object.
In a specific implementation, the marketing touchdown code segment may be a preset marketing touchdown template code segment. The script to be compiled can be obtained by splicing the event screening code segment and the marketing touch code segment by adopting a format (or grammar) of a preset computer language. The preset computer language may be selected from, but is not limited to: entity query language (Entity Query Language, EQL for short), c++, C language, java language, etc.
Further, the event filtering code segment included in the script to be compiled may be generated at least in the following two ways.
(Mode one)
Step 1.1, providing a first form to be filled in, wherein the first form to be filled in is configured by adopting at least a part of fields, a plurality of candidate relation operators, a plurality of candidate logic operators and a preset first form template which are contained in the event stream.
Wherein the first form template may be a visual interface template developed by a professional computer programmer. The embodiment of the invention does not limit the presentation form of the visual interface template. The operation of configuring the first form template may be automatic configuration based on a preset configuration program or rule, or may be manual configuration by a configurator (non-professional programmer) of the e-commerce platform or the marketing service terminal.
In some non-limiting embodiments, the plurality of candidate relationship operators may be selected from, but are not limited to: >, <, > or less than or equal to, =, -not equal to; the plurality of candidate logical operators may be selected from, but is not limited to: Λ, ¬, and, or, not.
Step 1.2, in response to completion of filling of the first form to be filled by the merchant, for each first target field selected by the merchant from the at least one part of fields, determining a first screening sub-condition corresponding to the first target field according to a first target relation operator selected by the merchant from the plurality of candidate relation operators and a set first target value range.
As a non-limiting example, the merchant selects two first target fields, namely total_value ("commodity total price") and commodity _num ("commodity number"), and for this target field, the first target relation operator selected by the merchant is ">", the set first target value range is 500, and the first screening sub-condition corresponding to this first target field is "total_value > 500"; for the target field commodity _num, the first target relation operator selected by the merchant is ">", the set first target value range is 3, and the first screening sub-condition corresponding to the first target field is "commodity _num > 3".
And 1.3, determining the screening conditions according to target logic operators among first screening sub-conditions selected by the merchant from the plurality of candidate logic operators, and filling the screening conditions into a preset first code template to obtain the event screening code segment.
Further, the first to-be-filled form may further include a candidate commodity name list, and in response to completion of filling of the first to-be-filled form by the merchant, a promotional commodity set may be formed according to one or more target commodity names selected from the candidate commodity name list by the merchant, and a corresponding commodity screening sub-condition may be determined according to the commodity names of the commodities added to the shopping cart and the promotional commodity set. Further, in the step 1.3, the filtering condition may be determined according to a target logical operator between the commodity filtering sub-condition selected by the merchant from the plurality of candidate logical operators and each first filtering sub-condition.
Wherein the merchandise screening sub-condition may be used to determine whether merchandise that a consumer joins the shopping cart is listed in the promotional merchandise collection. As an example, the set of promotional items formed from the merchant selected target item name is { XX shoes, YY shirts, ZZ shoes, KK jeans }, and the resulting item screening sub-condition may be "commodity _name ε { XX shoes, YY shirts, ZZ shoes, KK jeans }.
Continuing with the above example, the merchant selects the target logical operator "and" for both the merchandise screening sub-condition and each of the first screening sub-conditions, then the screening condition may be determined to be "commodity _name e { XX sports shoes, YY shirts, ZZ leather shoes, KK jeans } and total_value > 500 and commodity_num > 3". The first template code segment may be a conditional judgment code template of a computer program language (e.g., C++ or java), such as if … … else … … statements; or may be a conditional judgment code template in the EQL.
In the embodiment of the invention, the form to be filled is configured by adopting the fields in the event stream and different operators, and the form is filled in by the merchant according to the actual marketing requirements so as to generate the screening condition code segment in the marketing strategy. Therefore, flexible change and configuration of the marketing strategy can be realized, and when the marketing strategy needs to be updated by a merchant, a marketing business personnel of the merchant (the personnel can not have the expert knowledge of a computer) only needs to reselect a target field to set related operators and a value range, and codes do not need to be written or frequently modified each time depending on the expert computer program developer, so that the generation and updating cost of the marketing strategy is reduced, and the convenience and the practicability are improved.
(Mode two)
Step 2.1, providing a second form to be filled in, wherein the second form to be filled in is configured by adopting at least one part of fields, a plurality of candidate associated fields, a plurality of candidate relation operators, a plurality of candidate logic operators, a plurality of candidate mathematical operators and a preset second form template contained in the event stream.
In a specific implementation, the plurality of candidate associated fields may be selected from associated fields of one or more fields of the event stream, where the associated field of each field of the event stream may be determined by searching a preset database, where the database includes each field of the event stream and its associated field, and an association relationship between the two fields.
In some non-limiting embodiments, the plurality of candidate mathematical operators may be selected from: ++, -, ×, ++or "/".
And 2.2, responding to the completion of filling of the second form to be filled by the merchant, and determining a second screening sub-condition corresponding to each second target field selected by the merchant from the at least one part of fields according to a second target relation operator selected by the merchant from the plurality of candidate relation operators and a set second target value range.
And 2.3, for each field group selected by the merchant from at least one part of fields, determining a third screening sub-condition corresponding to the field group according to a target mathematical operator among fields selected by the merchant from the candidate mathematical operators, a third target relation operator selected from the candidate relation operators and a set third target value range.
As a non-limiting example, one field set selected by the merchant includes two fields, namely total_value ("commodity total") and commodity _num ("commodity number"), the target mathematical operator between the fields selected by the merchant is "≡", the third target relational operator is ">", and the set third target value range is "200", and the third screening sub-condition corresponding to this field set is "total_value ≡ commodity _num > 200".
And 2.4, determining the screening condition according to a target logic operator among each second screening sub-condition and/or third screening sub-condition selected by the merchant from the plurality of candidate logic operators, and filling the screening condition into a preset second code template to obtain the event screening code segment.
Further, the second to-be-filled-in form may further include a candidate commodity name list, and the commodity screening sub-condition may be determined based on the candidate commodity name list. For the method for determining the screening conditions of the commodity, and the method for determining the screening conditions by combining the screening conditions of the commodity, each of the second screening conditions and/or the third screening conditions, reference is made to the detailed description in the above "mode one", and details thereof are omitted herein.
In the embodiment of the invention, considering the diversity of marketing requirements, on the basis of configuring the form to be filled by adopting the fields contained in the event stream, the common relation operators and the logic operators, a plurality of candidate association fields and a plurality of mathematical operators which have association relations with the fields in the event stream are additionally introduced, so that various operation rules can be realized, and further flexible configuration and expansion of screening conditions are realized. Thus, the flexibility and versatility of the marketing strategy configuration can be further improved.
It should be noted that the expression of relational operators, logical operators, mathematical operators, and the computer program statements contained in the code templates may differ among different computer program languages and are not limited to the examples listed above. Other candidate marketing strategies except the target marketing strategy, the corresponding scripts to be compiled and the generation method of the screening condition code segments in the scripts to be compiled are referred to in the specific description of the target marketing strategy, and are not repeated here.
Referring to fig. 3, fig. 3 is a schematic architecture diagram of a marketing service system in a typical application scenario according to an embodiment of the present invention. Without limitation, the marketing services system may include an event service module 33, the event service module 33 may be configured to perform the steps of the embodiments of fig. 1 and 2 with respect to a marketing strategy execution method, and the marketing services system may further include: configuration and implementation module 31, user interaction module 32, event service module 33, CRM data service module 34, and communication reach module 35. In a specific implementation, the functions of the respective modules of the marketing service system and the data flow between the modules are mainly described as follows.
The configuration and implementation module 31 is configured for a configurator to obtain a form to be filled out, where the form to be filled out is visually presented in the user interaction module 32 for an operator of a merchant (e.g., a marketing business person of the merchant) to fill out.
The user interaction module 32 may load and present the to-be-filled form, and in response to completion of filling of the first to-be-filled form by the merchant, generate a to-be-compiled script according to information filled by the merchant (mainly information related to marketing strategies of the merchant); the script to be compiled is then compiled to obtain candidate marketing strategies and sent to the event service module 33.
In particular implementations, each merchant may utilize the user interaction module 32 to generate multiple marketing strategies corresponding to the same event stream (e.g., a predefined shopping cart event stream) as candidate marketing strategies. The same event stream may be associated with one or more merchants.
The event service module 33 may be used to execute the marketing strategy execution method described in the embodiments shown in fig. 1 and 2. For example, in response to a consumer performing a join shopping cart operation at an e-commerce platform, the event service module 33 may generate a pending event according to a data structure defined by a preset event stream; the pending event is then processed using the candidate marketing strategy received from the user interaction module 32. The result of the event processing may be that a marketing message is generated and sent to the communication reach module 35, or that the event to be processed does not meet a preset screening condition may be confirmed.
In particular implementations, event service module 33 may interface with internal and external event sources, which may be e-commerce platforms, through standard message middleware.
For details of generating the event to be processed and performing event processing by the event service module 33, refer to the specific descriptions of the steps in the embodiments shown in fig. 1 and fig. 2, which are not repeated herein.
Wherein during processing of the event to be processed, the event service module 33 may perform a related data query, such as querying a field value (e.g., a consumer's membership grade) of an associated field having an association relationship with a field in the event stream, through the CRM data service module 34.
The communication reach module 35 may push the marketing message received from the event service module 33 to the target marketing object using a preset marketing channel (e.g., a short message, a mail, etc.), or may process the marketing message (e.g., convert to a standard marketing message format) and then push the marketing message to the target marketing object.
In the embodiment of the present invention, when there is a new marketing scenario or a merchant has a new marketing requirement (for example, defining a new event stream, adding new information to the event stream, and updating data in the data service module), a configurator can configure a new form to be filled through the configuration and implementation module 31 and present the new form to be filled in to the user interaction module 32, so that the merchant can define a scenario which cannot be defined in the past and obtain a new marketing strategy by using the new form to be filled in. Thus, flexible configurability and convenient, efficient updating of marketing strategies can be achieved without requiring specialized programmers to develop programming or update code scripts (i.e., scripts to be compiled) for generating marketing strategies each time.
Referring to fig. 4, fig. 4 is a schematic structural diagram of a marketing strategy execution device according to an embodiment of the present invention. The marketing strategy execution device may include:
The event to be processed generating module 41 is configured to generate an event to be processed according to a data structure defined by a preset event stream in response to a consumer performing a shopping cart joining operation on an e-commerce platform, where the event to be processed includes a plurality of fields, and a commodity joining the shopping cart includes field values corresponding to the plurality of fields;
A purchase intent intensity determination module 42 for determining a purchase intent intensity level of the commodity added to the shopping cart by the consumer, and recording the purchase intent intensity level as a target degree level;
The target marketing strategy determining module 43 is configured to obtain a marketing strategy corresponding to the target degree level from a plurality of candidate marketing strategies corresponding to the event stream, as a target marketing strategy of the commodity, a plurality of purchase intention intensity levels divided in advance are in one-to-one correspondence with a plurality of preference intensity levels, each preference intensity level has a candidate marketing strategy corresponding to each preference intensity level, and the higher the purchase intention intensity level is, the greater the corresponding preference intensity level is;
And the target marketing strategy execution module 44 is configured to execute a target marketing strategy of the commodity based on at least a part of the field values corresponding to the commodity in the event to be processed.
Regarding the principle, implementation and beneficial effects of the marketing strategy execution device, please refer to the foregoing and the related description of the marketing strategy execution method shown in any of the embodiments of fig. 1 to 2, which are not repeated herein.
The embodiment of the present invention further provides a storage medium, for example, a computer readable storage medium, on which a computer program is stored, where the computer program is executed by a processor to perform the steps of the marketing strategy execution method shown in any of the embodiments of fig. 1 to 2. The computer readable storage medium may include non-volatile memory (non-volatile) or non-transitory memory, and may also include optical disks, mechanical hard disks, solid state disks, and the like.
Specifically, in the embodiment of the present invention, the processor may be a central processing unit (central processing unit, abbreviated as CPU), which may also be other general purpose processors, digital signal processors (DIGITAL SIGNAL processors, abbreviated as DSP), application Specific Integrated Circuits (ASIC), off-the-shelf programmable gate arrays (field programmable GATE ARRAY, abbreviated as FPGA), or other programmable logic devices, discrete gate or transistor logic devices, discrete hardware components, or the like. A general purpose processor may be a microprocessor or the processor may be any conventional processor or the like.
It should also be appreciated that the memory in embodiments of the present application may be either volatile memory or nonvolatile memory, or may include both volatile and nonvolatile memory. The nonvolatile memory may be a read-only memory (ROM), a Programmable ROM (PROM), an erasable programmable ROM (erasable PROM EPROM), an electrically erasable programmable ROM (ELECTRICALLY EPROM, EEPROM), or a flash memory. The volatile memory may be a random access memory (random access memory, RAM for short) which acts as an external cache. By way of example, and not limitation, many forms of random access memory (random access memory, RAM) are available, such as static random access memory (STATIC RAM, SRAM), dynamic Random Access Memory (DRAM), synchronous Dynamic Random Access Memory (SDRAM), double data rate synchronous dynamic random access memory (double DATA RATE SDRAM, DDR SDRAM), enhanced synchronous dynamic random access memory (ENHANCED SDRAM, ESDRAM), synchronous link dynamic random access memory (SYNCHLINK DRAM, SLDRAM), and direct memory bus random access memory (direct rambus RAM, DR RAM).
The embodiment of the invention also provides a terminal, which comprises a memory and a processor, wherein the memory stores a computer program capable of running on the processor, and the processor executes the steps of the marketing strategy execution method shown in any embodiment of the figures 1 to 2 when running the computer program.
It should be understood that the term "and/or" is merely an association relationship describing the associated object, and means that three relationships may exist, for example, a and/or B may mean: a exists alone, A and B exist together, and B exists alone. In this context, the character "/" indicates that the front and rear associated objects are an "or" relationship.
The term "plurality" as used in the embodiments of the present application means two or more.
The first, second, etc. descriptions in the embodiments of the present application are only used for illustrating and distinguishing the description objects, and no order is used, nor is the number of the devices in the embodiments of the present application limited, and no limitation on the embodiments of the present application should be construed.
It should be noted that the serial numbers of the steps in the present embodiment do not represent a limitation on the execution sequence of the steps.
Although the present invention is disclosed above, the present invention is not limited thereto. Various changes and modifications may be made by one skilled in the art without departing from the spirit and scope of the invention, and the scope of the invention should be assessed accordingly to that of the appended claims.

Claims (13)

1. A marketing strategy execution method, comprising:
Responding to the operation of adding a shopping cart by a consumer on an e-commerce platform, and generating an event to be processed according to a data structure defined by a preset event stream, wherein the event stream comprises a plurality of fields, and the event to be processed comprises field values of commodities added into the shopping cart corresponding to the plurality of fields;
Determining the purchase intention intensity level of the commodity added into the shopping cart by the consumer, and marking the purchase intention intensity level as a target degree level;
Obtaining a marketing strategy corresponding to the target degree level from a plurality of candidate marketing strategies corresponding to the event stream, wherein the target marketing strategy of the commodity is obtained by the aid of the marketing strategy, a plurality of pre-divided purchase intention intensity levels are in one-to-one correspondence with a plurality of preference intensity levels, each preference intensity level is provided with a candidate marketing strategy corresponding to each preference intensity level, and the higher the purchase intention intensity level is, the larger the corresponding preference intensity level is;
Executing a target marketing strategy of the commodity based on at least one part of each field value corresponding to the commodity in the event to be processed;
The target marketing strategy is obtained by compiling based on a corresponding script to be compiled, the target marketing strategy comprises a marketing message template, a marketing message generated by the marketing message template comprises preferential information, and the higher the purchase intention intensity level of the target marketing strategy is, the greater the preferential strength described by the preferential information is;
the time for triggering the execution of the target marketing strategy is that the consumer executes the operation of joining the shopping cart on the e-commerce platform;
The data structure defined by the preset event stream is in a tree structure, and each node in the tree indicates a single field of the event stream; generating an event to be processed according to a data structure defined by a preset event stream, including: and respectively assigning values to the fields indicated by the nodes of the tree structure, so as to construct a tree with corresponding field values of each node.
2. The method of claim 1, wherein the plurality of pre-divided purchase intent intensity levels includes high purchase intent intensity, medium purchase intent intensity, low purchase intent intensity;
determining a purchase intent intensity level of the consumer for the item to be added to the shopping cart, comprising:
Acquiring the name of the commodity and store information to which the commodity belongs from the electronic commerce platform, and comparing the name of the commodity with a historical purchasing record of the consumer on the electronic commerce platform, wherein the historical purchasing record comprises the name of the commodity purchased by the consumer on the electronic commerce platform and the store information to which the commodity belongs;
And if the historical purchasing record contains historical purchasing commodities consistent with commodity names of the commodities and store information of the commodities, confirming that the purchasing willingness of the consumers to the commodities is high.
3. The method according to claim 2, wherein the method further comprises:
and if the historical purchasing record contains the historical purchasing commodity which is consistent with the commodity name of the commodity and the store information of the historical purchasing commodity is inconsistent with the store information of the commodity, confirming that the purchasing intent strength of the commodity by the consumer is moderate.
4. A method according to claim 2 or 3, characterized in that the method further comprises:
If the historical purchasing record does not contain the historical purchasing commodity with the commodity name consistent with that of the commodity, carrying out weighted operation on the browsing duration index and the browsing frequency index of the commodity by the consumer on the electronic commerce platform;
and if the weighted operation result is smaller than the preset threshold value, confirming that the purchase intention of the consumer for the commodity is low in strength.
5. The method of claim 1, wherein the event to be processed comprises at least a field value of a commodity name of the commodity added to the shopping cart, and the target marketing strategy further comprises preset screening conditions and target marketing objects;
Executing a target marketing strategy of the commodity based on at least one part of each field value corresponding to the commodity in the event to be processed, wherein the target marketing strategy comprises the following steps:
judging whether the event to be processed meets the preset screening condition or not based on at least one part of each field value corresponding to the commodity in the event to be processed and/or based on an operation result of at least one part of each field value corresponding to the commodity in the event to be processed;
And if the judgment result is yes, generating a marketing message of the commodity by at least adopting the field value of the commodity name of the commodity and the marketing message template, and pushing the marketing message to the target marketing object.
6. The method of claim 5, wherein the targeted marketing object comprises the consumer and their associated objects performing a join shopping cart operation at an e-commerce platform;
the consumer's associated object is determined in the following manner:
Searching a receiving address and/or a communication number associated with the consumer from a marketing object database of the electronic commerce platform, and taking all other marketing objects associated with the receiving address and/or the communication number as associated objects of the consumer;
The marketing object database comprises an association relation between a marketing object and a receiving address and/or a communication number.
7. The method of claim 5, wherein the script to be compiled comprises an event screening code segment and a marketing trigger code segment;
The event screening code segment comprises the screening condition and is used for judging whether the event to be processed meets the screening condition or not based on at least one part of each field value corresponding to the commodity in the event to be processed and/or based on an operation result of at least one part of each field value corresponding to the commodity in the event to be processed;
the marketing touch code segment is used for generating a marketing message of the commodity at least by adopting the commodity name of the commodity and the marketing message template, and pushing the marketing message to the target marketing object.
8. The method of claim 7, wherein the event filter code segment included in the script to be compiled is generated by:
providing a first form to be filled, wherein the first form to be filled is configured by adopting at least one part of fields, a plurality of candidate relation operators, a plurality of candidate logic operators and a preset first form template which are contained in the event stream;
Responding to completion of filling of the first form to be filled by a merchant, and determining a first screening sub-condition corresponding to each first target field selected by the merchant from the at least one part of fields according to a first target relation operator selected by the merchant from the plurality of candidate relation operators and a set first target value range;
And determining the screening conditions according to target logical operators among the first screening sub-conditions selected by the merchant from the plurality of candidate logical operators, and filling the screening conditions into a preset first code template to obtain the event screening code segment.
9. The method of claim 7, wherein the event filter code segment included in the script to be compiled is generated by:
providing a second form to be filled, wherein the second form to be filled is configured by adopting at least one part of fields, a plurality of candidate associated fields, a plurality of candidate relation operators, a plurality of candidate logic operators, a plurality of candidate mathematical operators and a preset second form template which are contained in the event stream;
Responding to the completion of filling of the second form to be filled by the merchant, and determining a second screening sub-condition corresponding to each second target field selected by the merchant from the at least one part of fields according to a second target relation operator selected by the merchant from the plurality of candidate relation operators and a set second target value range;
For each field group selected by a merchant from the at least one part of fields, determining a third screening sub-condition corresponding to the field group according to a target mathematical operator among fields selected by the merchant from the plurality of candidate mathematical operators, a third target relational operator selected from the plurality of candidate relational operators and a set third target value range;
And determining the screening condition according to a target logic operator among each selected second screening sub-condition and/or third screening sub-condition from the plurality of candidate logic operators by the merchant, and filling the screening condition into a preset second code template to obtain the event screening code segment.
10. A marketing strategy execution device, comprising:
The system comprises a to-be-processed event generation module, a storage module and a storage module, wherein the to-be-processed event generation module is used for responding to the operation of adding a shopping cart by a consumer on an e-commerce platform, generating to-be-processed events according to a data structure defined by a preset event stream, wherein the event stream comprises a plurality of fields, and the to-be-processed events comprise field values of commodities added into the shopping cart corresponding to the plurality of fields;
The purchase intention strength determining module is used for determining the purchase intention strength level of the commodity added into the shopping cart by the consumer and marking the purchase intention strength level as a target degree level;
The target marketing strategy determining module is used for acquiring a marketing strategy corresponding to the target degree level from a plurality of candidate marketing strategies corresponding to the event stream, wherein the target marketing strategy of the commodity is obtained by a plurality of purchase intention intensity levels which are divided in advance and correspond to a plurality of preference intensity levels one by one, each preference intensity level is provided with a candidate marketing strategy corresponding to each preference intensity level, and the higher the purchase intention intensity level is, the larger the corresponding preference intensity level is;
The target marketing strategy executing module is used for executing the target marketing strategy of the commodity based on at least one part of each field value corresponding to the commodity in the event to be processed;
The target marketing strategy is obtained by compiling based on a corresponding script to be compiled, the target marketing strategy comprises a marketing message template, a marketing message generated by the marketing message template comprises preferential information, and the higher the purchase intention intensity level of the target marketing strategy is, the greater the preferential strength described by the preferential information is;
the time for triggering the execution of the target marketing strategy is that the consumer executes the operation of joining the shopping cart on the e-commerce platform;
The data structure defined by the preset event stream is in a tree structure, and each node in the tree indicates a single field of the event stream; the pending event generation module further performs: and respectively assigning values to the fields indicated by the nodes of the tree structure, so as to construct a tree with corresponding field values of each node.
11. A storage medium having stored thereon a computer program, which when executed by a processor performs the steps of the marketing strategy execution method of any of claims 1 to 9.
12. A terminal comprising a memory and a processor, said memory having stored thereon a computer program capable of being run on said processor, characterized in that said processor executes the steps of the marketing strategy execution method according to any of claims 1 to 9 when said computer program is run.
13. A computer program product comprising a computer program, characterized in that the computer program, when being executed by a processor, performs the steps of the marketing strategy execution method of any of claims 1 to 9.
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