TWI648691B - Method and device for tracking effectiveness of advertisement delivered by media - Google Patents
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Abstract
本發明實施例涉及廣告追蹤技術,尤其涉及一種媒體投放廣告的效果追蹤方法及裝置。上述方法包括:獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄,目標用戶為在目標網站上完成指定操作的用戶;在廣告查詢系統中獲取目標用戶在預設時間範圍內在至少一個媒體平臺上對與目標網站相關聯的廣告內容的流覽歷史記錄;根據目標網站的流覽歷史記錄以及廣告的流覽歷史記錄,產生用戶由流覽廣告至完成指定操作的廣告網站交互路徑;根據廣告網站交互路徑,確定廣告內容在各媒體平臺上的廣告投放效果。The embodiments of the present invention relate to an advertisement tracking technology, and in particular, to an effect tracking method and apparatus for media delivery advertisements. The method includes: obtaining a browsing history of the target website by the target user in a preset time range, where the target user is a user who performs a specified operation on the target website; and obtaining the target user in the advertisement query system within the preset time range at least A browsing history of the advertising content associated with the target website on a media platform; generating an interactive website interaction path from the browsing advertisement to the completion of the specified operation according to the browsing history of the target website and the browsing history of the advertisement According to the interaction path of the advertisement website, determine the advertisement effect of the advertisement content on each media platform.
Description
本發明實施例涉及廣告追蹤技術,尤其涉及一種媒體投放廣告的效果追蹤方法及裝置。The embodiments of the present invention relate to an advertisement tracking technology, and in particular, to an effect tracking method and apparatus for media delivery advertisements.
隨著互聯網的發展,企業選擇在網路上投放廣告的比例逐漸加大。一般的,廣告主會將相同的廣告素材投放到不同的網路媒體上進行投放,例如廣告主將廣告投放在各個視頻網站上,當用戶點擊投放了廣告的視頻網站流覽視頻時,視頻網站按照既定的廣告顯示規則顯示廣告,此時會產生用戶的查看廣告或點擊廣告進入指定網站的動作,從而起到廣告推廣的作用。With the development of the Internet, the proportion of companies choosing to place advertisements on the Internet has gradually increased. In general, the advertiser will serve the same creative to different online media. For example, the advertiser will place the advertisement on each video website. When the user clicks on the video website that has placed the advertisement, the video website follows the video website. The established advertisement display rule displays the advertisement, and at this time, the user's action of viewing the advertisement or clicking the advertisement to enter the designated website is generated, thereby playing the role of advertisement promotion.
當前的廣告投放方法中,一般是按照投放廣告投放平臺已有的口碑或用戶點擊廣告所產生的流量確定各媒體投放廣告的效果。In the current advertisement delivery method, the effect of each media placement advertisement is generally determined according to the existing word-of-mouth of the advertisement delivery platform or the traffic generated by the user clicking the advertisement.
上述依據廣告點擊流量或廣告投放平臺已有口碑評價廣告投放效果相對比較單一,難以客觀、準確評價各個媒體在廣告投放中所起的作用。According to the advertisement click traffic or the advertisement delivery platform, the effect of the advertisement evaluation is relatively simple, and it is difficult to objectively and accurately evaluate the role of each media in the advertisement delivery.
本發明實施例提供了媒體投放廣告的效果追蹤方法及裝置,以為評價各個媒體平臺在廣告投放中所起作用提供較為準確、客觀的資料依據。The embodiment of the invention provides an effect tracking method and device for media delivery advertisements, so as to provide a more accurate and objective data basis for evaluating the effects of various media platforms in advertisement delivery.
第一方面,本發明實施例提供了一種媒體投放廣告的效果追蹤方法,包括:獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄,所述目標用戶為在所述目標網站上完成指定操作的用戶;在廣告查詢系統中獲取所述目標用戶在所述預設時間範圍內在至少一個媒體平臺上對與所述目標網站相關聯的廣告內容的流覽歷史記錄;根據所述目標網站的流覽歷史記錄以及所述廣告的流覽歷史記錄,產生用戶由流覽廣告至完成所述指定操作的廣告網站交互路徑;根據所述廣告網站交互路徑,確定所述廣告內容在各媒體平臺上的廣告投放效果。In a first aspect, an embodiment of the present invention provides a method for tracking an effect of a media delivery advertisement, including: acquiring a browsing history history of a target website for a target website within a preset time range, where the target user is on the target website. a user who completes the specified operation; and obtains, in the advertisement query system, a browsing history record of the advertisement content associated with the target website on the at least one media platform within the preset time range; a browsing history record of the website and a browsing history record of the advertisement, generating an advertisement website interaction path from the user browsing the advertisement to completing the specified operation; determining, according to the advertisement website interaction path, the advertisement content in each medium Ad serving performance on the platform.
可選的,所述指定操作包括以下至少一種:點擊目標網站上的指定按鈕;進入指定介面;在指定介面上停留達到預設時長;對用戶的指定資訊進行保存。Optionally, the specified operation includes at least one of: clicking a designated button on the target website; entering the specified interface; staying at the specified interface for a preset duration; and saving the specified information of the user.
可選的,所述獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄,包括:根據所述目標用戶的cookieID,獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄;所述在廣告查詢系統中獲取所述目標用戶在所述預設時間範圍內在至少一個媒體平臺上對與所述目標網站相關聯的廣告內容的流覽歷史記錄,包括:根據所述目標用戶的cookieID,在廣告查詢系統中獲取所述目標用戶在所述預設時間範圍內在至少一個媒體平臺上對與所述目標網站相關聯的廣告內容的流覽歷史記錄。Optionally, the obtaining, by the target user, the browsing history of the target website in the preset time range, comprising: obtaining, according to the cookie ID of the target user, a browsing history of the target website in the preset time range. Recording, in the advertisement query system, obtaining, by the target user, a browsing history of the advertisement content associated with the target website on the at least one media platform within the preset time range, including: according to the target The user's cookie ID obtains, in the advertisement query system, a browsing history of the advertisement content associated with the target website on the at least one media platform by the target user within the preset time range.
可選的,所述根據所述目標用戶的cookieID,獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄之前,還包括:確定所述目標用戶是否預先分配有cookieID;若否,則為所述目標用戶分配cookieID。Optionally, before the obtaining, by the target user, the browsing history of the target website in the preset time range, the method further includes: determining whether the target user is pre-assigned with a cookie ID; if not, Then assign the cookie ID to the target user.
可選的,所述根據所述目標用戶的cookieID,獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄,包括:根據所述目標用戶的cookieID,獲取所述目標用戶在所述預設時間範圍內對所述目標網站進行流覽的各條網站流覽記錄,其中所述網站流覽記錄包括流覽時間以及在目標網站上的交互操作;以所述cookieID為鍵值,將所述各條網站流覽記錄按照時間順序排列,得到目標網站的流覽歷史記錄;所述根據所述目標用戶的cookieID,在廣告查詢系統中獲取所述目標用戶在所述預設時間範圍內在至少一個媒體平臺上對與所述目標網站相關聯的廣告內容的流覽歷史記錄,包括:根據所述目標用戶的cookieID,在廣告查詢系統中獲取所述目標用戶在預設時間範圍內對與所述目標網站相關聯的廣告內容進行流覽的各條廣告流覽記錄,其中所述廣告流覽記錄中包括流覽時間及流覽媒體,所述廣告流覽記錄包括通過媒體查看廣告的記錄以及通過媒體點擊廣告的記錄;以所述cookieID為鍵值,將所述各條廣告流覽記錄按照與所述網站流覽記錄相同的時間順序進行排列,得到所述廣告內容的流覽歷史記錄。Optionally, the obtaining, according to the cookie ID of the target user, the browsing history record of the target website by the target user in the preset time range, including: acquiring, according to the cookie ID of the target user, the target user a plurality of website browsing records of the target website in a preset time range, wherein the website browsing record includes a browsing time and an interaction operation on the target website; and the cookie ID is a key value, Each of the website browsing records is arranged in chronological order to obtain a browsing history record of the target website; and the obtaining, according to the cookie ID of the target user, the target user in the advertisement query system is within the preset time range The browsing history of the advertisement content associated with the target website on the at least one media platform includes: obtaining, according to the cookie ID of the target user, the target user in the advertisement query system within a preset time range Each advertisement browsing record of the advertising content associated with the target website, wherein the advertisement browsing record includes a browsing Time and browsing media, the advertisement browsing record includes a record of viewing the advertisement through the media and a record of clicking the advertisement through the media; and using the cookie ID as a key value, the advertisement record records are flowed according to the website The browsing records are arranged in the same chronological order to obtain a browsing history of the advertising content.
可選的,所述根據所述目標網站的流覽歷史記錄以及所述廣告的流覽歷史記錄,產生用戶由流覽廣告至完成所述指定操作的廣告網站交互路徑,包括:以cookieID為鍵值,將所述目標用戶的所述目標網站的流覽歷史記錄中的各條網站流覽記錄以及所述廣告的流覽歷史記錄中的各條廣告流覽記錄按照時間順序交叉排列,得到所述用戶由流覽廣告至完成所述指定操作的廣告網站交互路徑。Optionally, the generating, according to the browsing history record of the target website and the browsing history of the advertisement, generating an advertising website interaction path from the browsing advertisement to completing the specified operation, including: using a cookie ID as a key a value of each of the website browsing records in the browsing history record of the target website of the target user and each advertisement browsing record in the browsing history record of the advertisement are arranged in a time sequence. The user interacts with the advertisement website by the advertisement advertisement to complete the specified operation.
可選的,所述根據所述廣告網站交互路徑,確定所述廣告內容在各媒體平臺上的廣告投放效果,包括:根據所述廣告網站交互路徑的用戶數以及用戶在各媒體平臺上的交互操作,為各媒體平臺分配權重值;根據各媒體平臺的權重值,確定所述廣告內容在各媒體平臺上的廣告投放效果。Optionally, the determining, according to the advertisement website interaction path, the advertisement delivery effect of the advertisement content on each media platform, including: the number of users according to the interaction path of the advertisement website and the interaction of the user on each media platform The operation is to assign a weight value to each media platform; and determining an advertisement delivery effect of the advertisement content on each media platform according to the weight value of each media platform.
第二方面,本發明實施例提供了一種媒體投放廣告的效果追蹤裝置,包括:網站記錄獲取模組,用於獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄,所述目標用戶為在所述目標網站上完成指定操作的用戶;廣告記錄獲取模組,用於在廣告查詢系統中獲取所述目標用戶在所述預設時間範圍內在至少一個媒體平臺上對與所述目標網站相關聯的廣告內容的流覽歷史記錄;交互路徑產生模組,用於根據所述目標網站的流覽歷史記錄以及所述廣告的流覽歷史記錄,產生用戶由流覽廣告至完成所述指定操作的廣告網站交互路徑;效果確定模組,用於根據所述廣告網站交互路徑,確定所述廣告內容在各媒體平臺上的廣告投放效果。In a second aspect, an embodiment of the present invention provides an effect tracking device for a media advertisement, which includes: a website record acquisition module, configured to acquire a browsing history record of a target website for a target website within a preset time range, the target a user is a user who performs a specified operation on the target website; an advertisement record acquisition module is configured to acquire, in the advertisement query system, the target user to match the target on the at least one media platform within the preset time range. a browsing history record of the advertisement content associated with the website; an interaction path generation module, configured to generate, according to the browsing history record of the target website and the browsing history record of the advertisement, the user from the browsing advertisement to completing the An advertisement website interaction path of the specified operation; an effect determining module, configured to determine an advertisement delivery effect of the advertisement content on each media platform according to the interaction path of the advertisement website.
可選的,所述指定操作包括以下至少一種:點擊目標網站上的指定按鈕;進入指定介面;在指定介面上停留達到預設時長;對用戶的指定資訊進行保存。Optionally, the specified operation includes at least one of: clicking a designated button on the target website; entering the specified interface; staying at the specified interface for a preset duration; and saving the specified information of the user.
可選的,所述網站記錄獲取模組,具體用於根據所述目標用戶的cookieID,獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄;所述廣告記錄獲取模組,具體用於根據所述目標用戶的cookieID,在廣告查詢系統中獲取所述目標用戶在所述預設時間範圍內在至少一個媒體平臺上對與所述目標網站相關聯的廣告內容的流覽歷史記錄。Optionally, the website record obtaining module is configured to obtain, according to the cookie ID of the target user, a browsing history record of the target user in the preset time range; the advertisement record obtaining module, specifically And configured to acquire, in an advertisement query system, a browsing history record of the advertisement content associated with the target website on the at least one media platform in the preset time range according to the cookie ID of the target user.
可選的,上述裝置還包括:cookieID分配模組,用於根據所述目標用戶的cookieID,獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄之前,確定所述目標用戶是否預先分配有cookieID;若否,則為所述目標用戶分配cookieID。Optionally, the device further includes: a cookie ID allocation module, configured to determine, according to the cookie ID of the target user, a target user before determining a browsing history of the target website within a preset time range, determining whether the target user is in advance A cookie ID is assigned; if not, a cookie ID is assigned to the target user.
可選的,所述網站記錄獲取模組,具體用於根據所述目標用戶的cookieID,獲取所述目標用戶在所述預設時間範圍內對所述目標網站進行流覽的各條網站流覽記錄,其中所述網站流覽記錄包括流覽時間以及在目標網站上的交互操作;以所述cookieID為鍵值,將所述各條網站流覽記錄按照時間順序排列,得到目標網站的流覽歷史記錄;所述廣告記錄獲取模組,具體用於根據所述目標用戶的cookieID,在廣告查詢系統中獲取所述目標用戶在預設時間範圍內對與所述目標網站相關聯的廣告內容進行流覽的各條廣告流覽記錄,其中所述廣告流覽記錄中包括流覽時間及流覽媒體,所述廣告流覽記錄包括通過媒體查看廣告的記錄以及通過媒體點擊廣告的記錄;以所述cookieID為鍵值,將所述各條廣告流覽記錄按照與所述網站流覽記錄相同的時間順序進行排列,得到所述廣告內容的流覽歷史記錄。Optionally, the website record obtaining module is configured to obtain, according to the cookie ID of the target user, a website view of the target user browsing the target website within the preset time range. Recording, wherein the website browsing record includes a browsing time and an interaction operation on the target website; using the cookie ID as a key value, arranging the website browsing records in chronological order to obtain a browsing of the target website The advertisement record acquisition module is configured to acquire, in the advertisement query system, the advertisement content associated with the target website within a preset time range according to the cookie ID of the target user. a plurality of advertisement browsing records, wherein the advertisement browsing record includes a browsing time and a browsing medium, and the advertisement browsing record includes a record of viewing the advertisement through the media and a record of clicking the advertisement through the media; The cookie ID is a key value, and the advertisement record records are arranged in the same time sequence as the website browsing record, and the wide Browsing history content.
可選的,所述交互路徑產生模組,具體用於以cookieID為鍵值,將所述目標用戶的所述目標網站的流覽歷史記錄中的各條網站流覽記錄以及所述廣告的流覽歷史記錄中的各條廣告流覽記錄按照時間順序交叉排列,得到所述用戶由流覽廣告至完成所述指定操作的廣告網站交互路徑。Optionally, the interaction path generating module is specifically configured to use a cookie ID as a key value to record a history of each website in the browsing history record of the target website of the target user and the flow of the advertisement Each of the advertisement browsing records in the history record is arranged in a chronological order to obtain an advertisement website interaction path from the user to the specified operation.
可選的,所述效果確定模組,具體用於根據所述廣告網站交互路徑的用戶數以及用戶在各媒體平臺上的交互操作,為各媒體平臺分配權重值;根據各媒體平臺的權重值,確定所述廣告內容在各媒體平臺上的廣告投放效果。Optionally, the effect determining module is specifically configured to allocate a weight value to each media platform according to the number of users of the advertising website interaction path and the interaction operation of the user on each media platform; according to the weight value of each media platform Determining an advertisement effect of the advertisement content on each media platform.
本發明實施例的媒體投放廣告的效果追蹤方法及裝置,獲取目標用戶在目標網站上的歷史流覽記錄,確定目標用戶與目標網站的交互過程;並且獲取目標用戶在各媒體上流覽廣告的歷史記錄,確定目標用戶與投放了與目標網站相關的廣告的交互過程;進一步,將網站流覽歷史記錄與廣告流覽歷史記錄合併為一條記錄,從而獲取目標從在媒體平臺上看廣告、點擊廣告以及與目標網站交互的完整過程,由此根據廣告網站交互路徑確定各廣告媒體在投放廣告中所起的作用,進而確定廣告內容在各媒體平臺上的廣告投放效果。利用本發明方法為評價各個媒體平臺在廣告投放中所起的作用提供了較為準確、客觀的資料依據,克服了相關技術中難以客觀、準確評價各媒體平臺在廣告投放中所起作用的技術問題。The method and device for tracking the effect of the media advertisement in the embodiment of the present invention acquires the historical browsing record of the target user on the target website, determines the interaction process between the target user and the target website, and obtains the history of the target user viewing the advertisement on each media. Recording, determining the interaction process between the target user and the advertisement related to the target website; further, combining the website browsing history and the advertisement browsing history into one record, thereby obtaining the target from viewing the advertisement on the media platform, clicking the advertisement And a complete process of interacting with the target website, thereby determining the role played by each advertising medium in the advertisement according to the interaction path of the advertisement website, thereby determining the advertisement effect of the advertisement content on each media platform. The method of the invention provides a more accurate and objective data basis for evaluating the role played by each media platform in advertising, and overcomes the technical problems in the relevant technologies that are difficult to objectively and accurately evaluate the role of each media platform in advertising. .
為使本發明實施例的目的、技術方案和優點更加清楚,下面將結合本發明實施例中的附圖,對本發明實施例中的技術方案進行清楚、完整地描述,顯然,所描述的實施例是本發明一部分實施例,而不是全部的實施例。基於本發明中的實施例,所屬技術領域中具有通常知識者在沒有作出進步性勞動前提下所獲得的所有其他實施例,都屬於本發明保護的範圍。The technical solutions in the embodiments of the present invention will be clearly and completely described in conjunction with the drawings in the embodiments of the present invention. It is a partial embodiment of the invention, and not all of the embodiments. All other embodiments obtained by a person of ordinary skill in the art based on the embodiments of the present invention without departing from the scope of the present invention are within the scope of the invention.
本發明的說明書和權利要求書及上述附圖中的術語「包括」和「具有」以及他們的任何變形,意圖在於覆蓋不排他的包含,例如,包含了一系列步驟或模組的過程、方法、產品或設備不必限於清楚地列出的那些步驟或模組,而是可包括沒有清楚地列出的或對於這些過程、方法、產品或設備固有的其它步驟或模組。The terms "including" and "comprising", and any variations thereof, are intended to cover a non-exclusive inclusion, such as a process or method comprising a series of steps or modules. The product or device is not necessarily limited to those steps or modules that are clearly listed, but may include other steps or modules not explicitly listed or inherent to such processes, methods, products or devices.
下面以具體地實施例對本發明的技術方案進行詳細說明。下面這幾個具體的實施例可以相互結合,對於相同或相似的概念或過程可能在某些實施例不再贅述。The technical solutions of the present invention will be described in detail below with specific embodiments. The following specific embodiments may be combined with each other, and the same or similar concepts or processes may not be described in some embodiments.
圖1示出了本發明實施例一媒體投放廣告的效果追蹤方法的流程圖,該方法的主要處理步驟包括:步驟S11,獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄,目標用戶為在目標網站上完成指定操作的用戶。FIG. 1 is a flowchart of a method for tracking the effect of media placement advertisements according to an embodiment of the present invention. The main processing steps of the method include: Step S11: acquiring a history history of a target website for a target website within a preset time range. The target user is the user who completes the specified action on the target website.
本實施例中對訪問目標網站的用戶進行監測,將在目標網站上完成指定操作的用戶確定為用於追蹤的目標用戶。In this embodiment, the user who visits the target website is monitored, and the user who completes the specified operation on the target website is determined as the target user for tracking.
具體實施時,在目標網站上完成的指定操作可以根據實際監測需要進行設置,例如將點擊了目標網站上的指定按鈕的用戶作為目標用戶,又例如將進入了指定介面的用戶作為目標用戶,也可以將在指定介面上停留達到預設時長的用戶確定為目標用戶,還可以在對用戶的指定資訊進行保存後將保存的資訊的對應用戶作為目標用戶。In the specific implementation, the specified operation performed on the target website may be set according to the actual monitoring needs, for example, the user who clicks the designated button on the target website is used as the target user, and for example, the user who enters the specified interface is used as the target user. The user who has reached the preset duration on the specified interface may be determined as the target user, and the corresponding user of the saved information may be used as the target user after saving the specified information of the user.
本實施例中,所列的幾種確定目標用戶的方式之間可以相互組合,且上述幾種方式僅為舉例說明,還可以根據實際需要將在目標網站上完成了其它動作的用戶作為目標用戶。In this embodiment, the listed methods for determining the target users may be combined with each other, and the foregoing several methods are only for example, and the users who have completed other actions on the target website may be targeted users according to actual needs. .
確定目標用戶後,獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄,如,目標用戶在目標網站的登陸動作及對應時間、點擊頁面動作及停留時間、下單動作及時間等,通過目標網站的流覽歷史記錄可以確定目標用戶在預設時間範圍內和目標網站的交互過程。After the target user is determined, the browsing history of the target website in the preset time range is obtained, for example, the target user's login action and corresponding time on the target website, click page action and stay time, order action and time, etc. Through the browsing history of the target website, the interaction process of the target user with the target website within a preset time range can be determined.
為了進一步確定在媒體平臺上投放的各廣告對目標用戶在目標網站上交互動作的影響,本發明實施例中進一步獲取目標用戶在上述預設時間範圍內對投放了與目標網站相關的廣告的媒體平臺的流覽記錄,具體實現方式如步驟S12所述。In order to further determine the effect of each advertisement placed on the media platform on the interaction of the target user on the target website, the embodiment of the present invention further obtains the media that the target user has placed the advertisement related to the target website within the preset time range. The browsing record of the platform is implemented as described in step S12.
步驟S12:在廣告查詢系統中獲取目標用戶在預設時間範圍內在至少一個媒體平臺上對與目標網站相關聯的廣告內容的流覽歷史記錄。Step S12: Obtain, in the advertisement query system, a browsing history record of the advertisement content associated with the target website on the at least one media platform by the target user within a preset time range.
在廣告查詢系統中查詢目標用戶在預設時間範圍內對投放了與目標網站相關的廣告的媒體平臺的訪問流覽記錄。其中,用戶對廣告內容的流覽歷史記錄分為廣告查看歷史記錄以及廣告點擊記錄。In the advertisement inquiry system, the access browsing record of the media platform in which the target user has placed the advertisement related to the target website within a preset time range is queried. The user's browsing history of the advertisement content is divided into an advertisement viewing history and an advertisement click record.
具體的,當目標用戶打開了某媒體平臺,進入投放了與目標網站關聯的廣告的介面或視窗但未點擊廣告,此時根據目標用戶對該媒體平臺的訪問記錄確定目標用戶查看廣告的歷史記錄;若用戶點擊了媒體平臺上投放的記錄,則產生用戶點擊廣告的歷史記錄,其中查看廣告的歷史記錄和點擊廣告的歷史記錄均可以作為目標用戶對廣告內容的流覽歷史記錄。Specifically, when the target user opens a media platform and enters an interface or window that has placed an advertisement associated with the target website but does not click the advertisement, the history record of the target user to view the advertisement is determined according to the target user's access record to the media platform. If the user clicks on the record placed on the media platform, a history of the user clicking on the advertisement is generated, wherein the history of the viewed advertisement and the history of the clicked advertisement can be used as the browsing history of the advertisement content by the target user.
步驟S13:根據目標網站的流覽歷史記錄以及廣告的流覽歷史記錄,產生用戶由流覽廣告至完成指定操作的廣告網站交互路徑。Step S13: Generate an advertisement website interaction path from the advertisement advertisement to the completion of the specified operation according to the browsing history record of the target website and the browsing history history of the advertisement.
為確定投放了與目標網站關聯的廣告的媒體平臺對用戶進入到目標網站完成指定操作的影響,本實施例中,將目標用戶對目標網站的流覽歷史記錄以及對廣告的流覽歷史記錄合併為一條記錄,通過合併後的記錄確定用戶由流覽廣告至完成指定操作的廣告網站交互路徑。In order to determine the influence of the media platform that has placed the advertisement associated with the target website on the user's entry into the target website, in this embodiment, the browsing history of the target website and the browsing history of the advertisement are merged. As a record, the merged record determines the user's interaction path from the advertisement to the completion of the specified operation.
本實施例中,將目標網站的流覽歷史記錄以及廣告的流覽歷史記錄進行合併包括將兩條記錄上的資料按照時間順序交叉排列並合併,由此得到廣告網站交互路徑。In this embodiment, the merging of the browsing history record of the target website and the browsing history of the advertisement includes arranging and merging the data on the two records in chronological order, thereby obtaining an advertising website interaction path.
圖2示出了目標網站的流覽歷史記錄以及廣告的流覽歷史記錄進行合併的流程示意圖,其中:目標網站的流覽歷史記錄包括第一記錄(9點登陸目標網站)、第二記錄(9點5分進入某產品介面)、第三記錄(9點10分離開該網站)、第四記錄(10點再次登陸並進入上述產品介面)、第五記錄(10點10分交互上述產品)。2 is a schematic flow chart showing the browsing history of the target website and the browsing history of the advertisement, wherein the browsing history of the target website includes the first record (9-point landing target website) and the second record ( 9:5 to enter a product interface), the third record (9:10 separates the site), the fourth record (10 points to log in again and enter the above product interface), the fifth record (10:10 to interact with the above products) .
廣告的流覽歷史記錄包括:A記錄(8點a媒體平臺)、B記錄(8點30分b媒體平臺)、C記錄(8點40分b媒體平臺點擊廣告)、D記錄(9點20分c媒體平臺)、E記錄(9點40分c媒體平臺點擊廣告)。The history of the advertisement includes: A record (8 points a media platform), B record (8:30 b media platform), C record (8 points 40 minutes b media platform click advertisement), D record (9:20) Sub-c media platform), E record (9:40 c media platform click ads).
廣告網站交互路徑包括:A記錄(8點a媒體平臺)、B記錄(8點30分b媒體平臺)、C記錄(8點40分b媒體平臺點擊廣告)、第一記錄(9點登陸目標網站)、第二記錄(9點5分進入某產品介面)、第三記錄(9點10分離開該網站)、D記錄(9點20分c媒體平臺)、E記錄(9點40分c媒體平臺點擊廣告)、第四記錄(10點再次登陸並進入上述產品介面)、第五記錄(10點10分交互上述產品)。The advertising website interaction path includes: A record (8 points a media platform), B record (8:30 b media platform), C record (8 points 40 minutes b media platform click advertisement), first record (9 points landing target) Website), second record (9:5 into a product interface), third record (9:10 off the site), D record (9:20 c media platform), E record (9:40 c) The media platform clicks on the advertisement), the fourth record (10 points to log in again and enters the above product interface), and the fifth record (10:10 to interact with the above products).
步驟S14:根據廣告網站交互路徑,確定廣告內容在各媒體平臺上的廣告投放效果。Step S14: Determine an advertisement delivery effect of the advertisement content on each media platform according to the interaction path of the advertisement website.
根據廣告網站交互路徑可以確定媒體平臺對用戶進入目標網站進行交互產生的影響,從上述廣告網站交互路徑可以看出用戶在a媒體平臺上查看廣告、在b媒體平臺上點擊廣告進入目標網站進行網站流覽,在c媒體平臺上進入目標網站並完成設定操作。According to the interaction path of the advertisement website, the influence of the media platform on the interaction of the user entering the target website can be determined. From the interaction path of the advertisement website, it can be seen that the user views the advertisement on the a media platform, clicks the advertisement on the b media platform to enter the target website, and performs the website. Browse, enter the target website on the c media platform and complete the setting operation.
具體實施時,可以根據廣告網站交互路徑上各媒體平臺所起的作用、路徑上各媒體平臺的用戶資料確定各媒體平臺的廣告投放效果。In a specific implementation, the advertisement delivery effect of each media platform may be determined according to the role played by each media platform on the interaction path of the advertisement website and the user data of each media platform on the path.
圖3示出了本發明實施例二媒體投放廣告的效果追蹤方法的流程圖,該方法的主要處理步驟包括:步驟S21,根據用戶的到站行為確定目標用戶。FIG. 3 is a flowchart of a method for tracking the effect of media placement advertisement according to Embodiment 2 of the present invention. The main processing steps of the method include: Step S21: determining a target user according to the user's arrival behavior.
具體的,將在目標網站上完成指定操作的用戶,其中指定操作包括以下至少一種:點擊目標網站上的指定按鈕;進入指定介面;在指定介面上停留達到預設時長;對用戶的指定資訊進行保存。Specifically, the user who performs the specified operation on the target website, wherein the specified operation includes at least one of the following: clicking a designated button on the target website; entering the specified interface; staying at the specified interface for a preset duration; specifying information for the user Save it.
對於目標用戶獲取分析其行為屬性,並獲取其相關屬性資訊,如目標用戶的cookieID。其中在獲取目標用戶的cookieID時,首先確定目標用戶是否預先分配有cookieID,若已經分配有cookieID,則使用目標用戶已有的cookieID;否則,為目標用戶分配cookieID。For the target user to get an analysis of its behavior attributes, and get its related attribute information, such as the target user's cookieID. When obtaining the cookie ID of the target user, it is first determined whether the target user has a cookie ID pre-assigned, and if the cookie ID has been assigned, the cookie ID already existing by the target user is used; otherwise, the target user is assigned a cookie ID.
步驟S22:根據目標用戶的cookieID,獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄。Step S22: Obtain a browsing history record of the target website for the target website within a preset time range according to the cookie ID of the target user.
確定目標用戶後,根據目標用戶的cookieID獲取該用戶在預設時間範圍內對目標網站的歷史訪問記錄,並將這些記錄關聯到該用戶的cookieID下,由此產生一條以cookieID為關聯鍵值的用戶訪問網站軌跡,根據該軌跡可以確定目標用戶在目標網站的行為是如何的,以及是怎麼互動的。After the target user is determined, the historical access record of the target website to the target website is obtained according to the cookie ID of the target user, and the records are associated with the cookie ID of the user, thereby generating a cookie ID as the associated key value. The user visits the website track, according to which the behavior of the target user on the target website and how it interacts can be determined.
具體的獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄的方法包括:根據目標用戶的cookieID,獲取目標用戶在預設時間範圍內對目標網站進行流覽的各條網站流覽記錄,其中網站流覽記錄包括流覽時間以及在目標網站上的交互操作;以cookieID為鍵值,將各條網站流覽記錄按照時間順序排列,得到目標網站的流覽歷史記錄;步驟S23:根據目標用戶的cookieID,在廣告查詢系統中獲取目標用戶在預設時間範圍內在至少一個媒體平臺上對與目標網站相關聯的廣告內容的流覽歷史記錄。The specific method for obtaining the browsing history of the target website by the target user within the preset time range includes: obtaining, according to the cookie ID of the target user, the website browsing of the target website in the preset time range. Recording, wherein the website browsing record includes the browsing time and the interaction operation on the target website; using the cookieID as a key value, the website browsing records are arranged in chronological order to obtain the browsing history record of the target website; step S23: Obtaining, in the advertisement query system, a browsing history of the advertisement content associated with the target website on the at least one media platform within the preset time range according to the cookie ID of the target user.
為了確定媒體平臺投放的廣告對目標用戶的影響,本實施例中更從廣告分析系統查詢該用戶曾經看過或者點擊過與該內容相關的廣告記錄。其中,查詢廣告流覽記錄的前提是用戶看廣告或者點擊廣告的時候對其行為有監測記錄,就如還原用戶的網站訪問記錄一樣,形成其廣告流覽軌跡和廣告點擊軌跡,甚至廣告的流覽和點擊交叉的記錄軌跡。該軌跡也是需要以cookieID為關聯鍵值,按照時間序列排列其值。In order to determine the impact of the advertisement delivered by the media platform on the target user, in this embodiment, the advertisement analysis system is further queried that the user has seen or clicked on the advertisement record related to the content. Among them, the premise of querying the advertisement browsing record is that the user has a monitoring record when viewing the advertisement or clicking the advertisement, just like restoring the user's website access record, forming an advertisement browsing track and an advertisement click track, and even the flow of the advertisement. View and click on the recorded track of the intersection. The trajectory also needs to associate the values in time series with the cookieID as the associated key value.
具體的,本實施例中獲取廣告內容的流覽歷史記錄的方法包括:根據目標用戶的cookieID,在廣告查詢系統中獲取目標用戶在預設時間範圍內對與目標網站相關聯的廣告內容進行流覽的各條廣告流覽記錄,其中廣告流覽記錄中包括流覽時間及流覽媒體,廣告流覽記錄包括通過媒體查看廣告的記錄以及通過媒體點擊廣告的記錄;以cookieID為鍵值,將各條廣告流覽記錄按照與網站流覽記錄相同的時間順序進行排列,得到廣告內容的流覽歷史記錄。Specifically, the method for obtaining the browsing history record of the advertisement content in the embodiment includes: obtaining, according to the cookie ID of the target user, the target user to stream the advertisement content associated with the target website within a preset time range in the advertisement query system. Each advertisement browsing record, wherein the advertisement browsing record includes a browsing time and a browsing media, the advertisement browsing record includes a record of viewing the advertisement through the media and a record of clicking the advertisement through the media; using a cookie ID as a key value, Each advertisement browsing record is arranged in the same chronological order as the website browsing record, and the browsing history of the advertisement content is obtained.
步驟S24:根據目標網站的流覽歷史記錄以及廣告的流覽歷史記錄,產生用戶由流覽廣告至完成指定操作的廣告網站交互路徑。Step S24: Generate an advertisement website interaction path from the advertisement advertisement to the completion of the specified operation according to the history history of the target website and the browsing history of the advertisement.
在得到兩個都以cookieID為鍵值的資料集之後,可以根據cookieID值將兩個資料集合並為一條從用戶看或者點擊媒體投放廣告到用戶到達客戶網站並進行互動,達成某一些轉化目標的完整目標轉化流。進而根據用戶不同時間在不同媒體上對廣告的觸及,提取出一條以媒體流覽和目標達成為鏈條的單條資料記錄,在這條記錄中用戶可以分配不同媒體不同的權重值,從而評估該媒體的廣告價值。After obtaining two data sets with the cookieID as the key value, the two data sets can be aggregated according to the cookie ID value to be a user-oriented or click-to-media advertisement to the user to reach the customer website and interact to achieve some conversion goals. Complete goal conversion stream. Then, according to the user's touch on the advertisements in different media at different times, a single data record is obtained by taking the media view and the target achievement as a chain, in which the user can assign different weight values of different media to evaluate the media. Advertising value.
具體得到廣告網站交互路徑的方法包括:以cookieID為鍵值,將目標用戶的目標網站的流覽歷史記錄中的各條網站流覽記錄以及廣告的流覽歷史記錄中的各條廣告流覽記錄按照時間順序交叉排列,得到用戶由流覽廣告至完成指定操作的廣告網站交互路徑。The method for obtaining the interaction path of the advertisement website specifically includes: using the cookie ID as a key value, and recording the advertisement records of each website in the browsing history record of the target website of the target user and the advertisements in the browsing history record of the advertisement Cross-aligned in chronological order to get the interactive path of the advertising website from the user to the specified operation.
步驟S25:根據廣告網站交互路徑,確定廣告內容在各媒體平臺上的廣告投放效果。Step S25: Determine an advertisement delivery effect of the advertisement content on each media platform according to the interaction path of the advertisement website.
本實施例中,統計廣告網站交互路徑的數量,以及每條路徑的用戶數,且更可以進一步分配每條路徑上每個媒體平臺的用戶數,即根據廣告網站交互路徑的用戶數以及用戶在各媒體平臺上的交互操作,為各媒體平臺分配權重值;根據各媒體平臺的權重值,確定廣告內容在各媒體平臺上的廣告投放效果。In this embodiment, the number of interaction paths of the advertisement website and the number of users of each path are counted, and the number of users of each media platform on each path can be further allocated, that is, the number of users according to the interaction path of the advertisement website and the user are The interaction operation on each media platform assigns a weight value to each media platform; and determines the advertisement delivery effect of the advertisement content on each media platform according to the weight value of each media platform.
本發明實施例的方法在具體實施時,可以採用如下技術: 1. 使用 mapreduce 從 hbase 中篩選出所有到達網站並觸發特定行為的 cookie,並統計行為指標值,結果寫入 hdfs 中。 2. 將篩選到的 cookie 與廣告監測資料通過 mapreduce 進行 join 關聯和排序,回溯 cookie的所有曝光、點擊媒體。 3. 將行為指標值按權重分配到回溯的媒體。In the specific implementation of the method of the embodiment of the present invention, the following techniques may be adopted: 1. Use mapreduce to filter out all the cookies that arrive at the website and trigger specific behaviors, and collect the behavior indicator values, and the results are written into hdfs. 2. Associate and sort the filtered cookies with the ad monitoring data through mapreduce, and trace back all the exposures of the cookies and click on the media. 3. Assign the behavior indicator values to the backtracked media by weight.
利用本發明實施例的媒體投放廣告的效果追蹤方法,廣告主可以評估各媒體平臺的廣告投放品質問題,根據分析的結果來說明每個媒體在投放中所起的作用,比如大部分用戶在達成轉化之前都會在 A 媒體上看過廣告,但是都是通過在 B 媒體上點擊到站達成轉化。那麼 A 媒體在該過程中或者在以後的媒體上都可以起到輔助推廣的角色,而 B 媒體則最好作為達成轉化媒體角色,這樣就可以實現廣告投放的效果最大化。By using the effect tracking method of the media delivery advertisement according to the embodiment of the present invention, the advertiser can evaluate the advertisement delivery quality problem of each media platform, and according to the analysis result, explain the role played by each media in the delivery, for example, most users are achieving Ads were seen on the A media before conversion, but they were all converted by clicking on the site on the B media. Then A media can play a role in supporting the promotion in the process or in the future media, and B media is best to achieve the role of conversion media, so that the effect of advertising can be maximized.
如圖4示出了本發明實施例一媒體投放廣告的效果追蹤裝置的結構示意圖,該裝置包括:網站記錄獲取模組31、廣告記錄獲取模組32、交互路徑產生模組33以及效果確定模組34。FIG. 4 is a schematic structural diagram of an effect tracking device for media placement advertisement according to an embodiment of the present invention. The device includes: a website record acquisition module 31, an advertisement record acquisition module 32, an interaction path generation module 33, and an effect determination module. Group 34.
其中,網站記錄獲取模組31,用於獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄,目標用戶為在目標網站上完成指定操作的用戶;廣告記錄獲取模組32,用於在廣告查詢系統中獲取目標用戶在預設時間範圍內在至少一個媒體平臺上對與目標網站相關聯的廣告內容的流覽歷史記錄;交互路徑產生模組33,用於根據目標網站的流覽歷史記錄以及廣告的流覽歷史記錄,產生用戶由流覽廣告至完成指定操作的廣告網站交互路徑;效果確定模組34,用於根據廣告網站交互路徑,確定廣告內容在各媒體平臺上的廣告投放效果。The website record obtaining module 31 is configured to obtain a browsing history record of the target website for the target website within a preset time range, where the target user is a user who performs a specified operation on the target website; the advertisement record obtaining module 32 uses Obtaining, in the advertisement query system, a browsing history record of the advertisement content associated with the target website on the at least one media platform by the target user within a preset time range; the interaction path generation module 33 is configured to browse according to the target website The historical record and the browsing history of the advertisement generate an advertisement website interaction path from the user to the specified operation, and the effect determination module 34 is configured to determine the advertisement content of the advertisement content on each media platform according to the interaction path of the advertisement website. Delivery effect.
在上述實施例中,指定操作包括以下至少一種:點擊目標網站上的指定按鈕;進入指定介面;在指定介面上停留達到預設時長;對用戶的指定資訊進行保存。In the above embodiment, the specifying operation includes at least one of: clicking a designated button on the target website; entering the specified interface; staying at the specified interface for a preset duration; and saving the specified information of the user.
在上述實施例中,網站記錄獲取模組31,具體用於根據目標用戶的cookieID,獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄;廣告記錄獲取模組32,具體用於根據目標用戶的cookieID,在廣告查詢系統中獲取目標用戶在預設時間範圍內在至少一個媒體平臺上對與目標網站相關聯的廣告內容的流覽歷史記錄。In the above embodiment, the website record obtaining module 31 is configured to obtain a browsing history record of the target website for the target website within a preset time range according to the cookie ID of the target user; the advertisement record obtaining module 32 is specifically configured to: Obtaining, in the advertisement query system, a browsing history of the advertisement content associated with the target website on the at least one media platform within the preset time range according to the cookie ID of the target user.
在上述實施例中,上述裝置還包括:cookieID分配模組,用於根據目標用戶的cookieID,獲取目標用戶在預設時間範圍內對目標網站的流覽歷史記錄之前,確定目標用戶是否預先分配有cookieID;若否,則為目標用戶分配cookieID。In the above embodiment, the device further includes: a cookie ID allocation module, configured to determine, according to the cookie ID of the target user, whether the target user is pre-allocated before the browsing history of the target website in the preset time range is obtained. cookieID; if not, assign a cookieID to the target user.
在上述實施例中,網站記錄獲取模組31,具體用於根據目標用戶的cookieID,獲取目標用戶在預設時間範圍內對目標網站進行流覽的各條網站流覽記錄,其中網站流覽記錄包括流覽時間以及在目標網站上的交互操作;以cookieID為鍵值,將各條網站流覽記錄按照時間順序排列,得到目標網站的流覽歷史記錄;廣告記錄獲取模組32,具體用於根據目標用戶的cookieID,在廣告查詢系統中獲取目標用戶在預設時間範圍內對與目標網站相關聯的廣告內容進行流覽的各條廣告流覽記錄,其中廣告流覽記錄中包括流覽時間及流覽媒體,廣告流覽記錄包括通過媒體查看廣告的記錄以及通過媒體點擊廣告的記錄;以cookieID為鍵值,將各條廣告流覽記錄按照與網站流覽記錄相同的時間順序進行排列,得到廣告內容的流覽歷史記錄。In the above embodiment, the website record acquisition module 31 is specifically configured to obtain, according to the cookie ID of the target user, a record of each website browsing the target website within a preset time range, wherein the website browsing record Including the browsing time and the interaction operation on the target website; using the cookieID as the key value, arranging the browsing records of each website in chronological order to obtain the browsing history record of the target website; the advertisement record obtaining module 32 is specifically used for Obtaining, in the advertisement query system, each advertisement browsing record of the advertisement content associated with the target website within a preset time range according to the cookie ID of the target user, wherein the advertisement browsing record includes the browsing time And the browsing media, the advertisement browsing record includes a record of viewing the advertisement through the media and a record of clicking the advertisement through the media; and the cookie ID is used as a key value, and each advertisement browsing record is arranged in the same time sequence as the website browsing record. Get a history of the ad content.
在上述實施例中,交互路徑產生模組33,具體用於以cookieID為鍵值,將目標用戶的目標網站的流覽歷史記錄中的各條網站流覽記錄以及廣告的流覽歷史記錄中的各條廣告流覽記錄按照時間順序交叉排列,得到用戶由流覽廣告至完成指定操作的廣告網站交互路徑。In the above embodiment, the interaction path generation module 33 is specifically configured to use the cookie ID as a key value to record the history of each website in the browsing history record of the target website of the target user and the browsing history of the advertisement. Each advertisement browsing record is arranged in a chronological order to obtain an interactive path of the advertisement website from the user to the specified operation.
在上述實施例中,效果確定模組34,具體用於根據廣告網站交互路徑的用戶數以及用戶在各媒體平臺上的交互操作,為各媒體平臺分配權重值;根據各媒體平臺的權重值,確定廣告內容在各媒體平臺上的廣告投放效果。In the above embodiment, the effect determining module 34 is specifically configured to allocate a weight value to each media platform according to the number of users of the advertising website interaction path and the interaction operation of the user on each media platform; according to the weight value of each media platform, Determine the effectiveness of advertising content on each media platform.
本領域普通技術人員可以理解:實現上述各方法實施例的全部或部分步驟可以通過程式指令相關的硬體來完成。前述的程式可以儲存於一電腦可讀取儲存媒體中。該程式在執行時,執行包括上述各方法實施例的步驟;而前述的儲存媒體包括:ROM、RAM、磁碟或者光碟等各種可以儲存程式碼的媒體。One of ordinary skill in the art will appreciate that all or part of the steps of implementing the various method embodiments described above may be accomplished by hardware associated with the program instructions. The aforementioned program can be stored in a computer readable storage medium. When the program is executed, the steps of the foregoing method embodiments are performed; and the foregoing storage medium includes: various media that can store code, such as a ROM, a RAM, a disk, or a CD.
最後應說明的是:以上各實施例僅用以說明本發明的技術方案,而非對其限制;儘管參照前述各實施例對本發明進行了詳細的說明,所屬技術領域中具有通常知識者應當理解:其依然可以對前述各實施例所記載的技術方案進行修改,或者對其中部分或者全部技術特徵進行等同替換;而這些修改或者替換,並不使相應技術方案的本質脫離本發明各實施例技術方案的範圍。It should be noted that the above embodiments are only used to explain the technical solutions of the present invention, and are not limited thereto; although the present invention has been described in detail with reference to the foregoing embodiments, those of ordinary skill in the art should understand The technical solutions described in the foregoing embodiments may be modified, or some or all of the technical features may be equivalently replaced; and the modifications or substitutions do not deviate from the technical solutions of the embodiments of the present invention. The scope of the program.
31‧‧‧網站記錄獲取模組31‧‧‧Website record acquisition module
32‧‧‧廣告記錄獲取模組 32‧‧‧Ad Record Acquisition Module
33‧‧‧交互路徑產生模組 33‧‧‧Interactive path generation module
34‧‧‧效果確定模組 34‧‧‧Effect determination module
S11~S14、S21~S25‧‧‧步驟 S11~S14, S21~S25‧‧‧ steps
為了更清楚地說明本發明實施例或現有技術中的技術方案,下面將對實施例或現有技術描述中所需要使用的附圖作一簡單地介紹,顯而易見地,下面描述中的附圖是本發明的一些實施例,對於所屬技術領域中具有通常知識者來講,在不付出進步性勞動性的前提下,更可以根據這些附圖獲得其他的附圖。 圖1示出了本發明實施例一媒體投放廣告的效果追蹤方法的流程圖。 圖2示出了目標網站的流覽歷史記錄以及廣告的流覽歷史記錄進行合併的流程示意圖。 圖3示出了本發明實施例二媒體投放廣告的效果追蹤方法的流程圖。 圖4示出了本發明實施例一媒體投放廣告的效果追蹤裝置的結構示意圖。In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, a brief description of the drawings used in the embodiments or the prior art description will be briefly introduced. Obviously, the drawings in the following description are Some embodiments of the invention, for those of ordinary skill in the art, may obtain other drawings based on these drawings without undue progressive labor. FIG. 1 is a flow chart showing a method for tracking the effect of media placement advertisements according to an embodiment of the present invention. FIG. 2 is a flow chart showing the merging of the browsing history of the target website and the browsing history of the advertisement. FIG. 3 is a flowchart of a method for tracking the effect of media placement advertisements according to Embodiment 2 of the present invention. FIG. 4 is a schematic structural diagram of an effect tracking device for media placement advertisement according to an embodiment of the present invention.
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