Method and system for measuring web advertising effectiveness based on multiple-contact attribution model

A network advertising and multi-touch technology, applied in the network field, can solve problems such as unseen technical literature, achieve the effect of improving return on investment and optimizing network advertising

Inactive Publication Date: 2012-09-12
BEIJING GRIDSUM TECH CO LTD
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  • Abstract
  • Description
  • Claims
  • Application Information

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Problems solved by technology

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  • Method and system for measuring web advertising effectiveness based on multiple-contact attribution model
  • Method and system for measuring web advertising effectiveness based on multiple-contact attribution model
  • Method and system for measuring web advertising effectiveness based on multiple-contact attribution model

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Embodiment Construction

[0016] The present invention will be further described below in conjunction with the accompanying drawings and specific embodiments.

[0017] The embodiment of the present invention adopts an attribution calculation method oriented to multi-view and multi-touch points, which can help advertisers to understand and evaluate the effect of online advertisements objectively and comprehensively, thereby accurately measuring the channel value that is underestimated or overestimated in traditional methods. Provide the most accurate data support to optimize online advertising and improve return on investment.

[0018] Such as figure 1 As shown, a method for measuring the effect of online advertising based on the multi-touch attribution model includes the following steps:

[0019] Step 101: Collect user access and purchase conversion information of the website to be monitored and upload to the server. Add javascript code in the background of the website to be monitored, and run the ja...

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Abstract

The invention discloses a method and a system for measuring web advertising effectiveness based on a multiple-contact attribution model, and pertains to the field of the network technology. The method comprises the following steps: collecting user access information and purchase transformation information of a website to be monitored, and uploading the information to the server side; performing data cleaning on the access information and the purchase transformation information on a server to obtain contact data and transformation data; calculating contact contribution value data by using the attribution model based on the transformation data and the contact data; and importing the contribution value serving as fundamental metrics and contact information serving as dimensionalities into an OLAP on-line analytical processing database, and aggregating data by using the OLAP to create a multi-dimensional data warehouse. The system comprises an information collection unit, a data cleaning unit, a contribution value acquisition unit and a data warehouse creation unit. The method and the system can help an advertiser to understand actual web advertising effectiveness from a number of perspectives, thereby accurately measuring underestimated or overestimated channel value in conventional methods, and providing the most accurate data support for optimizing web advertising and improving rate of return on investment.

Description

technical field [0001] The invention belongs to the field of network technology, and relates to an effect evaluation of network marketing and network advertisement, in particular to a method and system for measuring the effect of network advertisement based on a multi-contact attribution model. Background technique [0002] With the development and popularization of computer and Internet technology, the traditional marketing model is gradually changing to a networked marketing model, and network marketing and network advertising are becoming more and more common and accepted by the public. How to objectively and effectively analyze and evaluate the visit flow and visit effect of the website and the network advertisements published on the website is a technical problem currently faced. The earliest online advertising effect analysis method was only to measure the number of impressions and clicks; with the development of technology, advertisers pay more and more attention to c...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06Q30/02G06F17/30
CPCG06Q30/0241G06Q50/00G06F16/283G06F16/2365G06Q30/0242
Inventor 何恺铎黄健张文涛朱磬祁国晟黄勇坚
Owner BEIJING GRIDSUM TECH CO LTD
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