Internet-based user access behavior digital marketing system and method

Abstract

The invention discloses an internet-based user access behavior digital marketing system and method. The digital marketing system comprises an advertisement cheating flow screening module, an advertisement user classification identification module and an advertisement release channel optimization module. According to the system and the method, real flow is identified by analyzing access behaviors of users, index values reflecting the user behaviors are classified and analyzed to establish a classification rule, and a classified user group is subjected to tag identification, so that really valuable customers are found and the misjudgment of the user behaviors in a redirected release process is avoided. Due to effective assessment of release channels, advertisements can be released to potential customers with high efficiency and low cost, and the problem that the release cannot be realized due to price fluctuation during real-time bidding of the redirected release process is avoided.

Description

technical field [0001] The invention relates to the fields of user access big data technology, Internet advertisement placement and digital marketing, and in particular to an Internet-based user access behavior digital marketing system and method. Background technique [0002] The current advertisement placement is mainly based on DSP (Demand-Side Platform, ie demand-side platform). DSP originated in Europe and the United States where online advertising is developed, and it is a new field of online advertising that has emerged with the rapid development of the Internet and the advertising industry. Together with Ad Exchange and RTB, it rose rapidly in the United States, and in 2011 it has covered Europe, America, Asia Pacific and Australia. In the world network display advertising field, DSP is in the ascendant. DSP was introduced into China and quickly became a boom in China, becoming one of the driving forces to promote the rapid development of China's online display adv...

AI Technical Summary

Problems solved by technology

[0005] Although retargeting advertising has been widely used in the field of e-commerce, it cannot fully meet their digital marketing needs for the overall effect of e-commerce marketing for enterprises. The following are the problems that retargeting advertising technology cannot solve in the process of digital marketing The problem:

[0006] (1) False traffic and false clicks on the Internet are intertwined with real demand traffic. Redirection advertising technology cannot effectively distinguish a certain behavior (Action) formed by real traffic and false traffic. Now there are advertisements in the process of placement. Real and fake traffic are delivered together, so it is necessary to distinguish real and effective traffic

[0007] (2) Some real user needs are handled by agents in offline channels to help customers. Through redirection advertising technology, we cannot find truly valuable users and carry out relevant marketing on them

[0008] (3) The redirection advertising technology adopts the RTB (Real Time Bidding) real-time bidding mode to push advertisements. During the process of pushing marketing advertisements, in the process of real-time bidding for users, there may be cases where the bid is too low and the user cannot bid successfully. , or the cost of bidding is too high

This will lead to the problem that some high-value users cannot be digitally marketed

[0009] To sum up, the DSP advertising delivery system in the existing redirected advertising based on mobile Internet behavior technology can only deliver ads in specific businesses, and advertisers hope to analyze the access behavior of e-commerce users of their own customers , to realize the advertising of potential customers in different business scenarios, but there is no solution in this regard

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