Online shopping advertisement-oriented user time sequence behavior visualization method
A technology of online shopping and behavior, applied in the field of information visualization and visual analysis, can solve problems such as single time scale, no user advertisement clicks, and difficulty in discovering user periodic behavior rules, etc., to achieve the effect of strong flexibility
Active Publication Date: 2021-10-22
SICHUAN UNIV
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Problems solved by technology
[0005]
At present, the visualization-related research on user behavior analysis of online shopping advertisements mainly focuses on simple user behavior or product transaction data, and does not include user behaviors such as clicking on advertisements and adding to shopping carts, and the analysis time scale is also relatively single
In addition, the view design and interaction design of the existing methods are difficult to analyze the time-series behavior of online shopping users from multiple perspectives and discover useful information hidden in the data, especially it is difficult to discover the user's periodic behavior rules, behavior patterns under different time scales, and Specific timing relationships between ad clicks and other shopping behaviors
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[0069] The present invention will be described in further detail below in conjunction with the accompanying drawings and specific data implementation.
[0070] Through an effective information visualization method, combined with multi-view linkage strategies and flexible interactive means, the present invention realizes multi-angle analysis of the timing behavior of online shopping platform users, and helps advertising analysts discover periodic behavior rules and behavior patterns under different time scales , and the specific timing relationship between ad clicks and other shopping behaviors. Technical solutions include: data acquisition and processing, visual mapping, visual layout and implementation, and interaction design. Specific steps are as follows:
[0071] Step 1: Data Acquisition and Processing
[0072] According to the data related to user behavior provided by the online shopping platform, effective information is screened for data storage.
[0073] 1. Data acq...
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The invention discloses an online shopping advertisement-oriented user time sequence behavior visualization method, which comprises the following steps: firstly, acquiring user behavior data of an online shopping platform, preprocessing the data and reserving effective information; according to data attributes, adopting visual channels such as positions, shapes and colors for visual mapping; designing a periodic behavior view, and coding a periodic rule of user behavior times by using an annular thermodynamic diagram and an embedded rose diagram; and designing a behavior mode view, respectively coding behavior frequency distribution on hour granularity and minute granularity by using a top rectangular thermodynamic diagram and a bottom area diagram, and coding a time sequence evolution mode of user behaviors by using five behavior symbols and connecting lines among the five behavior symbols in the middle of the view. In combination with linkage between views and rich interaction inside the views, the method can assist advertisement analysts in visually and effectively analyzing online shopping and advertisement clicking behaviors of users, and explores user behavior rules and modes from multiple time scales, thereby optimizing an advertisement putting strategy and improving an advertisement effect.
Description
technical field [0001] The invention relates to the technical field of information visualization and visual analysis, in particular to a method for visualizing user time-series behaviors oriented to online shopping advertisements. Background technique [0002] With the vigorous development of Internet technology and e-commerce economy, convenient online shopping platforms such as Taobao and Jingdong have gradually penetrated into people's lives. An important source of income for online shopping platforms is advertising services, that is, advertising is delivered to specific users to promote product sales, and fees are charged to advertisers. Different from traditional media, online shopping platforms can not only obtain the demographic attributes of users, but also obtain time-series behavior data of users, such as product browsing behavior, adding shopping cart / favorite behavior, product purchasing behavior, and advertising on the online shopping platform. click behavior. ...
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IPC IPC(8): G06Q30/02G06F16/904
CPCG06Q30/0269G06Q30/0272G06F16/904Y02D10/00
Inventor 朱敏刘尚松彭第周锋
Owner SICHUAN UNIV