WO2020248508A1

WO2020248508A1 - Method, device and apparatus for evaluating advertising channel, and storage medium

Info

Publication number: WO2020248508A1
Application number: PCT/CN2019/118987
Authority: WO
Inventors: 吴见兵; 马成龙; 周炬
Original assignee: 苏州开心盒子软件有限公司
Priority date: 2019-06-14
Filing date: 2019-11-15
Publication date: 2020-12-17
Also published as: CN110232597A

Abstract

A method, device and apparatus for evaluating an advertising channel, and a storage medium. The method comprises: determining, according to acquired advertisement data of a target channel, a channel attribute index for the target channel (S110); performing calculation according to the channel attribute index and a preset weight to obtain a channel evaluation value of the target channel (S120); and determining evaluated quality of the target channel according to the channel evaluation value and a preset evaluation interval (S130).

Description

Evaluation method, device, equipment and storage medium of advertising channel

This disclosure claims the priority of a Chinese patent application filed with the Chinese Patent Office with an application number of 201910515901.7 on June 14, 2019. The entire content of the above application is incorporated into this disclosure by reference.

Technical field

The embodiment of the present invention relates to the technical field of advertisement placement, for example, to an evaluation method, device, device, and storage medium of an advertisement channel.

Background technique

With the vigorous development of the Internet and the increasing number of Internet users, the value of Internet advertising has been recognized by more and more advertisers.

In related technologies, the conventional mode of advertising marketing is generally that advertisers give advertising costs and advertising resources to channel providers, who are responsible for publishing advertisements to advertising audiences. In the entire advertising marketing model, advertisers only give advertising resources to channel vendors, but advertisers cannot monitor the quality of the promotion channels provided by channel vendors, that is, the return on investment of each promotion channel.

Summary of the invention

This application provides evaluation methods, devices, equipment, and storage media for advertising channels to achieve accurate monitoring and management of promotion channels.

In the first aspect, an embodiment of the present invention provides a method for evaluating advertising channels, including:

Determine the channel attribute index of the target channel according to the obtained advertising data of the target channel;

Calculate the channel evaluation value of the target channel according to the channel attribute index and the preset weight;

Determine the evaluation quality of the target channel according to the channel evaluation value and the preset evaluation interval.

In the second aspect, an embodiment of the present invention also provides an advertising channel evaluation device, which includes:

The first determining module is set to determine the channel attribute index of the target channel according to the acquired advertising data of the target channel;

The calculation module is configured to calculate the channel evaluation value of the target channel according to the channel attribute index and preset weight;

The second determining module is configured to determine the evaluation quality of the target channel according to the channel evaluation value and a preset evaluation interval.

In a third aspect, an embodiment of the present invention also provides a device, and the device includes:

One or more processors;

Memory, used to store one or more programs,

When the one or more programs are executed by the one or more processors, the one or more processors implement the advertising channel evaluation method as described in the first aspect.

In a fourth aspect, an embodiment of the present invention also provides a computer-readable storage medium on which a computer program is stored, and when the program is executed by a processor, the method for evaluating advertising channels as described in the first aspect is implemented.

This application provides an evaluation method, device, equipment and storage medium for advertising channels. The channel attribute index of the target channel is determined according to the acquired advertising data of the target channel; the channel evaluation of the target channel is calculated according to the channel attribute index and preset weights. Value: Determine the evaluation quality of the target channel based on the channel evaluation value and the preset evaluation interval. The technical solution provided by the embodiment of the present invention calculates the activation conversion rate, payment conversion rate, customer acquisition cost, customer unit price of the target channel based on the advertising data of the target channel, and calculates the channel evaluation value according to the corresponding calculation formula. According to the size of the evaluation value, the quality of the target channel is determined, and a clear quality evaluation method of the promotion channel is proposed to realize the accurate monitoring and management of the promotion channel.

Description of the drawings

FIG. 1 is a flowchart of a method for evaluating advertising channels provided by Embodiment 1 of the present invention;

2 is a flowchart of the evaluation method of advertising channels provided by the second embodiment of the present invention;

3 is a flowchart of an evaluation method of advertising channels provided by Embodiment 2 of the present invention;

4 is a schematic structural diagram of an evaluation device for advertising channels provided by Embodiment 3 of the present invention;

Fig. 5 is a schematic structural diagram of a device according to Embodiment 4 of the present invention.

Detailed ways

The application will be further described in detail below with reference to the drawings and embodiments. It is understandable that the specific embodiments described here are only used to explain the application, but not to limit the application. In addition, it should be noted that, for ease of description, the drawings only show a part of the structure related to the present application instead of all of the structure. In addition, it should be noted that, for ease of description, the drawings only show a part of the structure related to the present application instead of all of the structure.

Example one

Figure 1 is a flow chart of the method for evaluating advertising channels provided by the first embodiment of the present invention. This embodiment is suitable for evaluating the quality of advertising channels provided by channel providers. The method can be executed by an advertising channel evaluation device. The evaluation device of the advertising channel can be implemented by software and/or hardware.

As shown in Figure 1, the method for evaluating advertising channels provided by the embodiment of the present invention mainly includes the following steps:

S110: Determine the channel attribute index of the target channel according to the acquired advertisement data of the target channel.

In this embodiment, the target channel can be understood as an advertising promotion channel that requires quality evaluation. In some embodiments, the advertising promotion channel can be understood as a certain media channel provided by the channel provider for advertising, for example : The target channel can be any of the media channels, such as the Internet, TV, newspapers, and magazines, as well as various search engines and various applications on the Internet. In some embodiments, the advertising promotion channel can be understood as the advertising space provided in the search engine and the advertising space in the application program. For example, after the keyword is searched in the search engine, the advertising space related to the keyword in the search engine, for example, : The ad slot inserted during the application browsing information. In this embodiment, only the target channel is described.

In some embodiments, the advertisement data can be understood as data related to the advertisement promotion delivered by the target channel. Advertising data includes: advertising cost, access address of each user, number of access users, number of transaction users, transaction amount of each user, duration of each user's single visit, number of application downloads, and number of application activations.

The advertisement data in this embodiment is counted according to the advertising promotion channel. For example, advertising promotion channel A is an advertising link displayed on the result page after searching for the keyword XXX in the search engine. Obtain all a series of data generated by clicking the advertisement link after searching the keyword XXX in the search engine as the advertisement data of the advertisement promotion channel A. Another example: advertising promotion channel B, the advertising link inserted in the process of browsing information in the application. In the process of obtaining all the browsing information through the application, a series of data generated by clicking the inserted advertisement link is used as the advertisement data of the advertisement promotion channel B.

In this embodiment, a method for obtaining advertisement data when a single user accesses an advertisement link is provided. The user triggers the advertisement link in the advertisement promotion channel, visits the landing page through the advertisement link, and generates a series of visit behaviors. When obtaining advertising data, it is important to identify users. In this embodiment, the user's identity is obtained in the URL by recording the uniform resource locator (URL) accessed by the user. If the user's URL is not recorded, the user's IP+code combination is used as the user's identity.

After accessing the landing page through the advertisement link, search for the UTM attribute set in the advertising platform in advance. The UTM attribute contains the identification of the advertising platform and the relevant information of the advertisement, for example, the advertising cost may be included. Count the number of times the user visits the landing page and the duration of this visit as the user's single visit time. The user's single visit time can be understood as the time between when the user clicks to enter the landing page and closes the landing page and exits. And record the user's behavior data on the landing page, such as: browsing the role of the product, clicking on the download channel of the product, etc. If it is detected that the user has downloaded the application, the user's device identification and the user's IP address are obtained. At the same time, the user's operation behavior in the application program is obtained. The user's operation behavior in the application program includes: the user activates the application program, the service provided in the application program used by the user, and the user purchases the service in the application program. If the user purchases the service, the transaction amount when the user purchases the service is obtained.

The statistics are within the preset time period, the visit address of each user of the target channel, the number of visiting users, the number of transaction users, the transaction amount of each user, the duration of each user's single visit, the number of application downloads and the number of application activations. The preset duration can be selected as 24 hours. The number of visiting users can be understood as the number of users who visit the landing page of the advertisement through the target channel within 24 hours. The number of transaction users can be understood as the number of users who purchase services in the application. The user transaction amount can be understood as the amount paid by the user to purchase the service in the application. The number of application downloads can be understood as the number of users who download the application through the above landing page within a preset time period. The number of application activations is the number of users who activate the application within the preset time period.

According to the advertisement data obtained above, the channel attribute value corresponding to the target channel is determined. The channel attribute value can be understood as a numerical value identifying the attribute of the promotion channel.

S120: Calculate the channel evaluation value of the target channel according to the channel attribute index and the preset weight.

In this embodiment, the channel attribute indicators include: activation conversion rate, transaction conversion rate, customer acquisition cost, and customer unit price. The activation conversion rate can be understood as the ratio of the number of application activations to the number of application downloads. The transaction conversion rate can be understood as the ratio of the number of application activations to the number of application downloads. Customer acquisition cost can be understood as advertising cost. Customer unit price can be understood as the ratio of advertising cost to the number of visitors.

It should be noted that in this embodiment, the four index data of activation conversion rate, transaction conversion rate, customer acquisition cost, and customer unit price are used as channel attribute indicators, and other channel-related data can also be used as channel attribute indicators, for example: Output rate, input-output ratio, etc. In this embodiment, the channel attribute index data is exemplified.

In this embodiment, preset weights are set for the channel attribute indicators, and the channel evaluation value of the target channel is calculated according to the channel attribute indicators and the preset weights.

S130. Determine the evaluation quality of the target channel according to the channel evaluation value and the preset evaluation interval.

In this embodiment, at least three preset evaluation intervals are set, and each evaluation interval corresponds to a different evaluation quality. Exemplarily, the first evaluation interval corresponds to high-quality channels, the second evaluation interval corresponds to low-quality channels, and the third evaluation interval corresponds to fake channels.

A high-quality channel can be understood as the advertising promotion channel that can achieve good marketing effects, and a poor-quality channel can be understood as the advertising channel’s poor marketing effect. It is necessary to push the market data in the advertising channel to market users or follow-up procedures to make The market uses personnel or follow-up procedures to judge and evaluate inferior channels. Fake channels can be understood as the possibility of advertising cheating in the advertising promotion channel, which needs to be reviewed and confirmed by market operations personnel.

In some embodiments, if the channel evaluation value is in the first evaluation interval, the target channel is determined to be a high-quality channel; if the channel evaluation value is in the second evaluation interval, the target channel is determined to be a poor-quality channel; if the channel evaluation value is in the third evaluation interval, Interval, the target channel is determined to be a false channel.

Example two

Fig. 2 is a flowchart of the evaluation method of advertising channels provided in the second embodiment of the present invention. Based on the above-mentioned embodiment, the embodiment of the present invention changes the evaluation method of advertising channels. As shown in Fig. 2, the embodiment of the present invention is modified. The later evaluation method of advertising channels mainly includes the following steps:

S210: Determine the channel attribute index of the target channel according to the acquired advertisement data of the target channel.

S220. Calculate the target according to the activation conversion rate, transaction conversion rate, customer acquisition cost, customer unit price, the first preset weight corresponding to the activation conversion rate, the second preset weight corresponding to the transaction conversion rate, and the preset channel evaluation formula The channel evaluation value of the channel.

In this embodiment, the first preset weight corresponding to the activation conversion rate and the second preset weight corresponding to the transaction conversion rate can both be obtained based on empirical values, and the first preset weight corresponding to the activation conversion rate can be selected as 0.3 , The second preset weight corresponding to the transaction conversion rate is 0.7.

According to the activation conversion rate, transaction conversion rate, customer acquisition cost, customer unit price, and the first preset weight and the second preset weight determined in the foregoing embodiment, they are substituted into the preset channel evaluation formula to calculate the channel evaluation value.

The preset channel evaluation formula is:

Val=a ₁ ×1/ba ₂ ×1/c;

Among them, Val is the channel evaluation value, a ₁ is the product of the activation conversion rate and the first preset weight, b is the customer acquisition cost, a ₂ is the product of the transaction conversion rate and the second preset weight, and c is the customer unit price.

S220: If the channel evaluation value is within the first evaluation interval, determine that the target channel is a high-quality channel.

S230: If the channel evaluation value is in the second evaluation interval, determine that the target channel is a poor-quality channel.

S240: If the channel evaluation value is in the third evaluation interval, determine that the target channel is a false channel.

In this embodiment, the preset evaluation interval includes: a first evaluation interval, a second evaluation interval, and a third evaluation interval; and the first, second, and third evaluation intervals are three consecutive intervals, and The intersection of the first evaluation interval, the second evaluation interval, and the third evaluation interval is the preset evaluation interval.

For example: the first evaluation interval [0.33, 10] is the evaluation interval corresponding to high-quality channels, the second evaluation interval [-10, 0] or [10, +∞) is the evaluation interval corresponding to poor-quality channels, and the third evaluation interval (- ∞, -10] is the evaluation interval corresponding to the false channel.

Exemplarily, if the channel evaluation value is 5 and the channel evaluation value 5 is in the first evaluation interval [0.33, 10], it is determined that the target channel corresponding to the channel evaluation value 5 is a high-quality channel. If the channel evaluation value is -5 and the channel evaluation value -5 is in the second evaluation interval [-10, 0], the target channel corresponding to the channel evaluation value -5 is determined to be a poor-quality channel. If the channel evaluation value is 15 and the channel evaluation value 15 is in the second evaluation interval [10, +∞), the target channel corresponding to the channel evaluation value 15 is determined to be a poor-quality channel. If the channel evaluation value is -15 and the channel evaluation value -15 is in the third evaluation interval (-∞, -10), the target channel corresponding to the channel evaluation value 15 is determined to be a false channel.

In this embodiment, in order to simplify the above technical steps, the embodiment of the present invention provides another implementation manner. According to the above evaluation method, the above evaluation process can be modeled and a channel evaluation model can be established to realize the above evaluation method. In some embodiments, a neural network is established, a large amount of advertisement data is obtained and input to the neural network, and training is performed to obtain a channel evaluation model. The obtained advertising data is input into the trained channel evaluation model, and the channel evaluation model outputs the evaluation result. The evaluation results are high-quality channels, low-quality channels, or fake channels.

In some embodiments, it is also possible to obtain a large amount of high-quality channel advertising data and train it into a high-quality evaluation model, obtain a large amount of low-quality channel advertising data and train it into a poor-quality evaluation model, and obtain a large amount of fake channel advertising data and train it into a false evaluation model. The advertising data of the target channel is input to the high-quality evaluation model, the poor-quality evaluation model and the false evaluation model, and the evaluation quality of the target channel is determined according to the output results of the high-quality evaluation model, the poor-quality evaluation model and the false evaluation model.

On the basis of the foregoing embodiment, the embodiment of the present invention provides an example of a method for evaluating the quality of a target channel. Fig. 3 is a flow chart of the method for evaluating advertising channels provided by the second embodiment of the present invention. Users can trigger advertisement links in two ways on the user side, one is to trigger search engine advertisements through search engines, and the other is to trigger advertisements through information flow. After the user triggers the advertisement link, he visits the advertisement landing page. The third-party monitoring platform records the behavior data of each user and counts the advertisement data within a preset time period. The third-party monitoring platform sends the acquired advertising data to the big data analysis platform. Based on the acquired advertising data, the big data analysis platform uses the advertising channel evaluation method provided in the above embodiments to evaluate the quality of each advertising promotion channel to make Market operators can optimize advertising channels based on the evaluation results, increase the rate of return on investment, and perform multi-dimensional molecules to identify false traffic and avoid waste of costs. In some embodiments, the above-mentioned evaluation results can be displayed for visual analysis to improve the efficiency of market operation services.

Example three

Figure 4 is a schematic structural diagram of an advertising channel evaluation device provided in Embodiment 3 of the present invention. This embodiment may be suitable for evaluating the quality of advertising promotion channels provided by channel providers. The advertising channel evaluation device may be software and/or Realized by hardware. As shown in Figure 4, the advertising channel evaluation device provided by the embodiment of the present invention mainly includes:

The first determining module 410 is configured to determine the channel attribute index of the target channel according to the acquired advertising data of the target channel;

The calculation module 420 is configured to calculate the channel evaluation value of the target channel according to the channel attribute index and preset weight;

The second determining module 430 is configured to determine the evaluation quality of the target channel according to the channel evaluation value and a preset evaluation interval.

This application provides an evaluation device for advertising channels, which determines the channel attribute index of the target channel according to the acquired advertising data of the target channel; calculates the channel evaluation value of the target channel according to the channel attribute index and preset weight; and calculates the channel evaluation value of the target channel according to the channel evaluation value and Preset the evaluation interval to determine the evaluation quality of the target channel. The technical solution provided by the embodiment of the present invention calculates the activation conversion rate, payment conversion rate, customer acquisition cost, customer unit price of the target channel based on the advertising data of the target channel, and calculates the channel evaluation value according to the corresponding calculation formula. According to the size of the evaluation value, the quality of the target channel is determined, and a clear quality evaluation method of the promotion channel is proposed to realize the accurate monitoring and management of the promotion channel.

In some embodiments, the advertising data includes: advertising cost, access addresses of each user, number of visiting users, number of transaction users, transaction amount of each user, duration of each user's single visit, number of application downloads, and number of application activations.

The device further includes:

The acquisition module is set to obtain the advertising cost corresponding to the target channel, the access address of each user, the number of visiting users, the number of transaction users, the transaction amount of each user, the duration of each user's single visit, the number of application downloads, and the activation of the application through the monitoring system. Quantity,

In some embodiments, the channel attribute indicators include: activation conversion rate, transaction conversion rate, customer acquisition cost, and customer unit price;

Correspondingly, the calculation module 420 can be set to a first preset weight corresponding to the activation conversion rate, transaction conversion rate, customer acquisition cost, customer unit price, activation conversion rate, and a second preset weight corresponding to the transaction conversion rate. And a preset channel evaluation formula is used to calculate the channel evaluation value of the target channel.

In some embodiments, the preset channel evaluation formula is:

Val=a ₁ ×1/ba ₂ ×1/c;

In some embodiments, the preset evaluation interval includes: a first evaluation interval, a second evaluation interval, and a third evaluation interval;

Correspondingly, the second determination module 430 may be configured to determine that the target channel is a high-quality channel if the channel evaluation value is in the first evaluation interval; if the channel evaluation value is in the second evaluation interval, then determine The target channel is a low-quality channel; if the evaluation value of the channel is in the third evaluation interval, the target channel is determined to be a false channel.

In some embodiments, the first evaluation interval, the second evaluation interval, and the third evaluation interval are three consecutive intervals, and the first evaluation interval, the second evaluation interval, and the The intersection of the third evaluation interval is the preset evaluation interval.

The advertising channel evaluation device provided in the embodiment of the present invention can execute the advertising channel evaluation method provided in any embodiment of the present application, and has corresponding functional modules and beneficial effects for the execution method.

Example four

FIG. 5 is a schematic structural diagram of a device provided in Embodiment 4 of the present invention. As shown in FIG. 5, the device includes a processor 510, a memory 520, an input device 530, and an output device 540; the number of processors 510 in the device may be One or more, one processor 510 is taken as an example in FIG. 5; the processor 510, the memory 520, the input device 530, and the output device 540 in the device may be connected by a bus or other means. In FIG. 5, a bus connection is taken as an example .

As a computer-readable storage medium, the memory 520 can be used to store software programs, computer-executable programs, and modules, such as program instructions/modules corresponding to the advertising channel evaluation method in the embodiment of the present invention (for example, the advertising channel evaluation device The first determining module 410, the calculating module 420, and the second determining module 430 in ). The processor 510 executes various functional applications and data processing of the device by running the software programs, instructions, and modules stored in the memory 520, that is, realizes the aforementioned advertising channel evaluation method.

The memory 520 may mainly include a program storage area and a data storage area. The program storage area may store an operating system and an application program required by at least one function; the data storage area may store data created according to the use of the terminal, and the like. In addition, the memory 520 may include a high-speed random access memory, and may also include a non-volatile memory, such as at least one magnetic disk storage device, a flash memory device, or other non-volatile solid-state storage devices. In some examples, the memory 520 may include a memory remotely provided with respect to the processor 510, and these remote memories may be connected to the device through a network. Examples of the aforementioned networks include the Internet, corporate intranets, local area networks, mobile communication networks, and combinations thereof.

The input device 530 can be used to receive input digital or character information, and generate key signal input related to user settings and function control of the device. The output device 540 may include a display device such as a display screen.

Example five

Embodiment 5 of the present invention also provides a storage medium containing computer-executable instructions, when the computer-executable instructions are executed by a computer processor, are used to execute an advertising channel evaluation method, the method comprising:

Of course, a storage medium containing computer-executable instructions provided in an embodiment of the present invention can also perform related operations in the advertising channel evaluation method provided by any embodiment of the present application.

Through the above description of the embodiments, those skilled in the art can clearly understand that this application can be implemented with the help of software and necessary general-purpose hardware, and of course it can also be implemented with hardware, but in many cases the former is a better implementation. . Based on this understanding, the technical solution of this application essentially or the part that contributes to the related technology can be embodied in the form of a software product. The computer software product can be stored in a computer-readable storage medium, such as a computer floppy disk, Read-Only Memory (ROM), Random Access Memory (RAM), Flash memory (FLASH), hard disk or optical disk, etc., including several instructions to make a computer device (which can be a personal computer, A server, or a network device, etc.) execute the method described in each embodiment of the present application.

It is worth noting that in the embodiment of the evaluation device of the advertising channel, the included units and modules are only divided according to functional logic, but are not limited to the above division, as long as the corresponding function can be realized; The names of the functional units are only for the convenience of distinguishing each other, and are not used to limit the protection scope of this application.

Claims

An evaluation method for advertising channels, including:

Determine the channel attribute index of the target channel according to the obtained advertising data of the target channel;

Calculate the channel evaluation value of the target channel according to the channel attribute index and the preset weight;

Determine the evaluation quality of the target channel according to the channel evaluation value and the preset evaluation interval.
The method according to claim 1, wherein the advertising data includes: advertising cost, user access address, number of visiting users, number of transaction users, user transaction amount, duration of a single user visit, number of application downloads, and application activation Quantity.
The method according to claim 2, before determining the channel attribute index of the target channel according to the acquired advertising data of the target channel, the method further comprises:

Obtain the advertising cost, user access address, number of access users, number of transaction users, user transaction amount, user's single access time, number of application downloads, and number of application activations corresponding to the target channel through the monitoring system.
The method according to claim 1, wherein the channel attribute indicators include: activation conversion rate, transaction conversion rate, customer acquisition cost and customer unit price;

Correspondingly, calculating the channel evaluation value of the target channel according to the channel attribute index and the preset weight includes:

Calculate the target according to the activation conversion rate, transaction conversion rate, customer acquisition cost, customer unit price, the first preset weight corresponding to the activation conversion rate, the second preset weight corresponding to the transaction conversion rate, and the preset channel evaluation formula The channel evaluation value of the channel.
The method according to claim 4, wherein the preset channel evaluation formula is:

Val=a 1 ×1/ba 2 ×1/c;

Among them, Val is the channel evaluation value, a 1 is the product of the activation conversion rate and the first preset weight, b is the customer acquisition cost, a 2 is the product of the transaction conversion rate and the second preset weight, and c is the customer unit price.
The method according to claim 1, wherein the preset evaluation interval comprises: a first evaluation interval, a second evaluation interval, and a third evaluation interval;

Correspondingly, the determining the evaluation quality of the target channel according to the channel evaluation value and the preset evaluation interval includes:

If the channel evaluation value is in the first evaluation interval, determining that the target channel is a high-quality channel;

If the channel evaluation value is within the second evaluation interval, determining that the target channel is a low-quality channel;

If the channel evaluation value is in the third evaluation interval, it is determined that the target channel is a false channel.
The method according to claim 6, wherein the first evaluation interval, the second evaluation interval, and the third evaluation interval are three consecutive intervals, and the first evaluation interval and the second evaluation interval are The intersection of the evaluation interval and the third evaluation interval is a preset evaluation interval.
An evaluation device for advertising channels, including:

The first determining module is set to determine the channel attribute index of the target channel according to the acquired advertising data of the target channel;

The calculation module is configured to calculate the channel evaluation value of the target channel according to the channel attribute index and preset weight;

The second determining module is configured to determine the evaluation quality of the target channel according to the channel evaluation value and a preset evaluation interval.
A device, the device includes:

One or more processors;

Memory, used to store one or more programs,

When the one or more programs are executed by the one or more processors, the one or more processors implement the advertising channel evaluation method according to any one of claims 1-7.
A computer-readable storage medium with a computer program stored thereon, and when the program is executed by a processor, the method for evaluating advertising channels according to any one of claims 1-7 is realized.