Data processing method, device, computer equipment and storage medium

Abstract

The present application relates to a data processing method, apparatus, computer equipment and storage medium. The method comprises: obtaining user behavior data, wherein the user behavior data includes at least one activity identifier; extracting activity information corresponding to the activity identifier from the user behavior data; calculating the indirect resources of the activity based on the activity information, wherein the indirect resources include indirect resource expenditures and / or indirect resource incomes; obtaining the direct resources of the activity, wherein the direct resources include direct resource expenditures and / or direct resource incomes; and calculating the resource input-output ratio of the activity based on the direct resources and indirect resources, wherein the resource input-output ratio is used to evaluate the activity. Calculate the indirect resources based on the user's activity information, comprehensively consider the resource input-output ratio of the resource income and expenditure of the indirect resources and direct resources, and when evaluating the activity based on the resource input-output ratio, obtain an accurate evaluation result by calculation, and control the accurate execution of the activity based on the evaluation result of the activity.

Description

Technical Field

[0001] The present application relates to the field of computer technology, and in particular to a data processing method, apparatus, computer device, and storage medium. Background Art

[0002] Existing evaluation criteria for operational activities generally rely on the ratio of direct resource revenue generated to the resources directly consumed. However, in practice, the resources generated and / or consumed by operational activities cannot be directly calculated. For example, some activities aimed at attracting new customers or returning customers do not necessarily generate resource revenue. Some activities do not directly incur resource expenditures but consume a significant amount of other resources. Evaluating activities solely based on direct resource data can easily lead to significant errors, which can affect the execution of activities. Summary of the Invention

[0003] In order to solve the above technical problems, the present application provides a data processing method, apparatus, computer device and storage medium.

[0004] In a first aspect, the present application provides a data processing method, comprising:

[0005] Acquiring user behavior data, where the user behavior data includes at least one activity identifier;

[0006] Extracting activity information corresponding to the activity identifier from the user behavior data;

[0007] Calculate indirect resources of activities based on activity information, where indirect resources include indirect resource expenditure and / or indirect resource income;

[0008] Direct resources for obtaining activities, which include direct resource expenditure and / or direct resource income;

[0009] Based on direct resources and indirect resources, the resource input-output ratio of an activity is calculated, and the resource input-output ratio is used to evaluate the activity.

[0010] In a second aspect, the present application provides a data processing device, comprising:

[0011] A data acquisition module, configured to acquire user behavior data, wherein the user behavior data includes at least one activity identifier;

[0012] An activity information extraction module is used to extract activity information corresponding to the activity identifier from the user behavior data;

[0013] An indirect resource calculation module is used to calculate the indirect resources of an activity based on activity information, where the indirect resources include indirect resource expenditures and / or indirect resource incomes;

[0014] Direct resource acquisition module, used to acquire direct resources of activities, including direct resource expenditure and / or direct resource income;

[0015] The resource input-output ratio calculation module is used to calculate the resource input-output ratio of an activity based on direct resources and indirect resources. The resource input-output ratio is used to evaluate activities.

[0016] A computer device comprises a memory, a processor, and a computer program stored in the memory and executable on the processor, wherein when the processor executes the computer program, the following steps are implemented:

[0017] Acquiring user behavior data, where the user behavior data includes at least one activity identifier;

[0018] Extracting activity information corresponding to the activity identifier from the user behavior data;

[0019] Calculate indirect resources of activities based on activity information, where indirect resources include indirect resource expenditure and / or indirect resource income;

[0020] Direct resources for obtaining activities, which include direct resource expenditure and / or direct resource income;

[0021] Based on direct resources and indirect resources, the resource input-output ratio of an activity is calculated, and the resource input-output ratio is used to evaluate the activity.

[0022] A computer-readable storage medium stores a computer program, which, when executed by a processor, implements the following steps:

[0023] Acquiring user behavior data, where the user behavior data includes at least one activity identifier;

[0024] Extracting activity information corresponding to the activity identifier from the user behavior data;

[0025] Calculate indirect resources of activities based on activity information, where indirect resources include indirect resource expenditure and / or indirect resource income;

[0026] Direct resources for obtaining activities, which include direct resource expenditure and / or direct resource income;

[0027] Based on direct resources and indirect resources, the resource input-output ratio of an activity is calculated, and the resource input-output ratio is used to evaluate the activity.

[0028] The above-mentioned data processing method, apparatus, computer equipment, and storage medium include: obtaining user behavior data, the user behavior data including at least one activity identifier; extracting activity information corresponding to the activity identifier from the user behavior data; calculating the indirect resources of the activity based on the activity information, the indirect resources including indirect resource expenditures and / or indirect resource income; obtaining the direct resources of the activity, the direct resources including direct resource expenditures and / or direct resource income; and calculating the resource input-output ratio of the activity based on the direct resources and indirect resources, the resource input-output ratio being used to evaluate the activity. Indirect resources are calculated based on the user's activity information, and the resource input-output ratio of the resource income and expenditure of the indirect resources and direct resources is comprehensively considered. When evaluating the activity based on the resource input-output ratio, an accurate evaluation result is calculated, and the accurate execution of the activity is controlled based on the evaluation result. BRIEF DESCRIPTION OF THE DRAWINGS

[0029] The accompanying drawings, which are incorporated in and constitute a part of this specification, illustrate embodiments consistent with the invention and, together with the description, serve to explain the principles of the invention.

[0030] In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the following briefly introduces the drawings required for use in the embodiments or the description of the prior art. Obviously, for ordinary technicians in this field, other drawings can be obtained based on these drawings without paying any creative labor.

[0031] Figure 1 A diagram of an application environment of a data processing method in one embodiment;

[0032] Figure 2 1 is a flow chart of a data processing method in one embodiment;

[0033] Figure 3 is a schematic diagram of a data processing system in one embodiment;

[0034] Figure 4 is a structural block diagram of a data processing device in one embodiment;

[0035] Figure 5 FIG. 1 is a diagram showing the internal structure of a computer device in one embodiment. DETAILED DESCRIPTION

[0036] To make the purpose, technical solutions, and advantages of the embodiments of this application more clear, the technical solutions in the embodiments of this application will be clearly and completely described below in conjunction with the drawings in the embodiments of this application. Obviously, the described embodiments are part of the embodiments of this application, not all of the embodiments. Based on the embodiments in this application, all other embodiments obtained by ordinary technicians in this field without making creative efforts are within the scope of protection of this application.

[0037] Figure 1 FIG. 1 is an application environment diagram of a data processing method in an embodiment. Figure 1 The data processing method is applied to a data processing system. The data processing system includes a terminal 110 and a server 120. The terminal 110 and the server 120 are connected via a network. The server 120 receives user behavior data from multiple terminals 110, wherein the user behavior data includes at least one activity identifier. The server 120 extracts activity information corresponding to the activity identifier from the user behavior data, calculates indirect resources for each activity based on the activity information, wherein the indirect resources include indirect resource expenditures and / or indirect resource incomes, obtains direct resources for each activity, wherein the direct resources include direct resource expenditures and / or direct resource incomes, and calculates the resource input-output ratio for each activity based on the direct resources and indirect resources of each activity. The resource input-output ratio is used to evaluate the activity.

[0038] The terminal 110 may be a desktop terminal or a mobile terminal, and the mobile terminal may be at least one of a mobile phone, a tablet computer, a laptop computer, etc. The server 120 may be implemented as an independent server or a server cluster consisting of multiple servers.

[0039] like Figure 2 As shown, in one embodiment, a data processing method is provided. This embodiment mainly applies this method to the above Figure 1 The terminal 110 (or server 120) in FIG. Figure 2 , the data processing method specifically includes the following steps:

[0040] Step S201: Obtain user behavior data.

[0041] In this specific embodiment, the user behavior data includes at least one activity identifier.

[0042] Step S202: extracting activity information corresponding to the activity identifier from the user behavior data.

[0043] Specifically, user behavior data refers to the browsing and clicking operations of users on the page, etc. The users can be ordinary individuals, organizations, institutions, etc. The activity identifier is a data label used to identify the activity. Each activity corresponds to a unique activity identifier. The user behavior data includes activity information related to the activity, wherein the activity information includes but is not limited to whether the user follows, subscribes to, shares the activity based on the browsing and clicking operations, and determines the user's retention activity based on the browsing time and frequency, etc. Activity information can also include the user's source and / or destination information, etc. Taking an activity as the current activity, the user's source refers to the information of other activities that the user obtains from other activities, and the destination information is the information that the activity diverts to other activities. Based on the source information of the activity, the degree of influence of other activities on the activity can be calculated. Similarly, based on the destination information of the activity, the degree of influence of the activity on other activities can be calculated.

[0044] After users enter the system, they engage in a variety of activities. To accurately identify the various user behavior data generated on web pages as activity-related behavior data, and to determine which activity the behavior data belongs to, a specific identifier (activity identifier) ​​for each activity must be embedded in all activity pages and possible user actions. This ensures that each user action is uniquely identified, namely, an activity ID. Activity IDs make it easy to sort out user activity-related behavior logs from massive log volumes. Using activity identifiers to extract activity information from user behavior data significantly reduces the amount of data scanned for subsequent calculations, saving time and computing resources. Accurately locating the required data within a vast collection of user behavior data, in order to accurately determine the income and expenditure of indirect resources, requires complex relational calculations, and processing within limited hardware resources. Labeling user behavior data allows for rapid and accurate data acquisition, thereby improving data processing efficiency.

[0045] In one embodiment, the user behavior data may be data for one day, one week, one month, or data generated after the activity is launched, etc. The time period corresponding to the user behavior data can be customized according to needs, or data from multiple different time periods can be processed simultaneously.

[0046] Step S203: Calculate the indirect resources of the activity according to the activity information.

[0047] In this specific embodiment, indirect resources include indirect resource expenditures and / or indirect resource incomes.

[0048] Specifically, indirect resources refer to resources that cannot be directly determined. In actual activities, the expenditure and / or income of many resources are related to the user's behavior during the activity and cannot be directly and accurately determined. To obtain indirect resources, data processing such as statistics and analysis of user activity information can be performed to obtain the resources consumed and obtained by users during the activity, namely indirect resource expenditure and indirect resource income. Taking insurance activities as an example, indirect resource income and expenditure include but are not limited to indirect resource income and expenditure calculated based on indicators such as attention, subscriptions, sharing, and retained activity. Indirect resource expenditure includes but is not limited to advertising expenditure, message push volume expenditure, and human resources expenditure, etc.

[0049] In one embodiment, when calculating the indirect resource income and indirect resource expenditure of an activity, the resource expenditure generated by the activity's diversion is included. Similarly, if the activity diverts users to other activities, the indirect income includes the payment made by other activities for the diversion of users to the activity.

[0050] Step S204: Acquire direct resources of the activity.

[0051] In this specific embodiment, direct resources include direct resource expenditure and / or direct resource income.

[0052] Specifically, direct resources refer to resources that can be directly calculated. Taking insurance activities as an example, direct resource income includes premiums and commissions, etc. Direct resource expenditures include cash expenditures, voucher expenditures, gift expenditures, and channel expenditures, etc. Among them, cash expenditures include the value of cash red envelopes withdrawn by users, voucher expenditures include the value of vouchers used by users, and gift expenditures include supplier gift expenditures, electronic gift expenditures, and physical gift expenditures, etc. Supplier gifts refer to the value of gifts used through cooperative suppliers, such as physical examination packages, dental cleaning packages, etc. Electronic gift expenditures include the value of issued electronic gift certificates such as supermarket shopping vouchers, and physical gift expenditures refer to the value of physical gifts issued. Channel expenditures refer to the actual costs of external channel traffic, etc.

[0053] Step S205: Calculate the resource input-output ratio of the activity based on direct resources and indirect resources.

[0054] In this specific embodiment, the resource input-output ratio is used to evaluate activities.

[0055] Specifically, resource expenditures and resource revenues are calculated. Resource expenditures include direct and / or indirect resource expenditures, and resource revenues include direct and / or indirect resource revenues. The ratio of resource revenue to resource expenditures is calculated to obtain the resource input-output ratio. A resource input-output ratio greater than 1 indicates that revenue exceeds expenditures; a ratio equal to 1 indicates that revenue equals expenditures; and a ratio less than 1 indicates that revenue is less than expenditures. A higher input-output ratio indicates a higher return on investment for the active agent.

[0056] The data processing method includes: obtaining user behavior data, the user behavior data including at least one activity identifier; extracting activity information corresponding to the activity identifier from the user behavior data; calculating the activity's indirect resources based on the activity information, the indirect resources including indirect resource expenditures and / or indirect resource income; obtaining the activity's direct resources, the direct resources including direct resource expenditures and / or direct resource income; and calculating the activity's resource input-output ratio based on the direct and indirect resources, the resource input-output ratio being used to evaluate the activity. Calculating indirect resources based on user activity information and calculating the resource input-output ratio by combining the resource income and expenditure of indirect and direct resources provides a more comprehensive and accurate evaluation of the activity based on the calculated resource input-output ratio.

[0057] In one embodiment, the activity information includes an operation identifier and a user identifier, and the data processing method further includes:

[0058] Step S301 : classify each user ID according to its operation ID in the activity information to obtain a classification label for each user ID.

[0059] Step S302 : Calculate the activity conversion rate of each activity based on the classification label of each user identifier.

[0060] Step S303: Obtain basic resources of the activity.

[0061] In this specific embodiment, the basic resources include basic resource expenditures and / or basic resource incomes.

[0062] In this specific embodiment, step S203 includes: calculating the indirect resources of the activity according to the activity conversion rate and the basic resources.

[0063] Specifically, the operation identifier is a label used to identify an operation, and the user identifier is a label used to identify a user. The specific forms of the operation identifier and user identifier can be customized. Users are categorized based on their operations, obtaining a classification label corresponding to each user identifier. Categorization is performed based on activities. Different activities can include the same user, and the same activity can correspond to multiple users. Users are categorized based on the operations they perform in each activity, obtaining a classification label for each user in each activity. Classification labels include, but are not limited to, valid users, invalid users, etc. Valid and invalid users can be further subdivided, and the specific subdivisions can be defined based on business needs. For example, classification labels can include multiple levels such as subscription, follow, share, and active retention. Using a user's classification label, we determine whether the user is a valid user, and calculate the percentage of valid users to obtain the activity conversion rate. Pre-set basic resources are obtained. These basic resources can be market average resources or custom resources. The indirect resources of the activity are calculated based on the basic resources and the activity conversion rate.

[0064] In one embodiment, data generated after obtaining user behavior data is obtained to obtain incremental data; activity information corresponding to the activity identifier in the incremental data is extracted to obtain incremental activity information of the activity; and classification labels of each user identifier in the activity are updated based on the incremental activity information of the activity.

[0065] Specifically, after obtaining user behavior data, as time goes by, the user behavior data increases, and the change in data will affect the calculation of indirect resources of subsequent data. After obtaining and processing the user behavior data, when new user behavior data is generated, that is, new user behavior data is obtained, and incremental data is obtained. The incremental data is filtered separately to obtain activity information in the incremental data, that is, incremental activity information. Statistics are taken of the operations of each user in each activity in the incremental activity information, and the classification labels of the users that need to be updated are directly updated based on the statistical data. In order to facilitate subsequent calculations, it is also necessary to generate an activity label for the user in advance. Since the user's classification label will continue to change with the user's behavior and time, and the user's activity behavior log is also growing, it is more resource-consuming to scan a large amount of user behavior logs to calculate the user's classification label each time. The incremental calculation method is adopted, that is, first calculate an initialized user classification label, and regularly update the user's classification label based on the newly added user behavior log.

[0066] In one embodiment, the activity information also includes a scene identifier, and the data processing method further includes:

[0067] Step S401 : Based on the scene identifier, the classification labels of each user identifier are divided into scenes to obtain at least one target classification label.

[0068] In this embodiment, the target classification label is the classification label of each user label corresponding to the scene identifier.

[0069] In this embodiment, step S302 includes: calculating the scene conversion rate of the scene identification according to the target classification label.

[0070] In this embodiment, step S303 includes: acquiring basic resources corresponding to the scene identifier.

[0071] In this specific embodiment, step S203 includes: calculating the indirect resources of the scene identifier according to the basic resources corresponding to the scene identifier and the scene conversion rate of the scene identifier, and calculating the indirect resources of the activity according to the indirect resources of the scene identifier.

[0072] Specifically, a scenario identifier is identification information used to identify the source and / or destination of data. After determining each user's label, the source and destination of each user are determined, and users are divided according to their source and / or destination. The scenario conversion rate of users from various sources and / or destinations for each activity is calculated. The scenario conversion rate includes the proportion of users from other activities that convert to this activity, as well as the proportion of users from this activity that convert to other activities. This user ratio can be the proportion of valid users. The basic resources corresponding to each scenario identifier refer to the predefined basic resources corresponding to each source and / or destination. The indirect resources for each scenario identifier are calculated based on the scenario conversion rate and the basic price. For example, the indirect resources can be obtained by multiplying the scenario conversion rate by the basic resources. Alternatively, the basic resources can be adjusted based on the scenario conversion rate, and the indirect resources corresponding to the scenario identifier can be obtained by multiplying the scenario conversion rate by the adjusted basic resources. When one scenario identifier is included, the indirect resources corresponding to the scenario identifier are used as the indirect resources for the activity. When multiple scenario identifiers are included, the indirect resources for each scenario identifier are calculated to obtain the indirect resources for the activity.

[0073] In one embodiment, the data processing method further includes:

[0074] Step S501: Acquire the real resource corresponding to the scene identifier.

[0075] In this specific embodiment, real resources include real resource expenditures and / or real resource incomes.

[0076] Step S502: Calculate the difference between the real resources of the scene identifier and the basic resources corresponding to the scene identifier, and calculate the weight corresponding to the scene identifier based on the difference.

[0077] In this specific embodiment, step S203 includes: calculating and obtaining indirect resources corresponding to the scene identifier according to the scene conversion rate of the scene identifier, the basic resources of the scene identifier, and the weight corresponding to the scene identifier.

[0078] Specifically, real resources refer to the actual resource income and expenditure in an activity, i.e., real resource income and real resource expenditure. The difference between the real resources and the basic resources for a given scenario identifier is calculated. The weight corresponding to the scenario identifier is determined based on this difference. The indirect resources for the common identifier are calculated using the weight corresponding to the scenario identifier, the scenario conversion rate, and the basic resources. For example, the indirect resources for the scenario identifier are calculated by multiplying the weight corresponding to the scenario identifier, the scenario conversion rate, and the basic resources.

[0079] In one embodiment, the preset conversion rate corresponding to the scene identifier is obtained, and the difference between the conversion rate of the scene identifier and the corresponding preset conversion rate is obtained. The conversion weight of the scene identifier is calculated based on the difference between the conversion rate of the scene identifier and the preset conversion rate of the scene identifier. The indirect resources corresponding to the scene identifier are calculated based on the conversion weight of the scene identifier, the conversion rate of the scene identifier and the basic resources of the scene identifier.

[0080] Specifically, the preset conversion rate can be a pre-set target conversion rate, or it can be the average conversion rate of a scene identifier in multiple activities, etc. The definition of the preset conversion rate can be customized according to needs. Calculate the difference between the conversion rate corresponding to the scene identifier and the preset conversion rate, calculate the conversion rate right based on the difference corresponding to each scene identifier of the activity, calculate the product of the conversion rate weight, conversion rate and basic resources corresponding to the scene identifier, and obtain the indirect resources of the scene identifier. Count the indirect resources of each scene identifier of each activity to obtain the indirect resources of each activity. The weight changes with the change of user behavior data.

[0081] In one embodiment, step S205 includes: obtaining resource expenditure based on direct resource expenditure in direct resources and / or indirect resource expenditure in indirect resources; obtaining resource income based on direct resource income in direct resources and / or indirect resource income in indirect resources; and calculating the ratio of resource income to resource expenditure to obtain the resource input-output ratio of the activity.

[0082] In one embodiment, an estimated resource input-output ratio of an activity is obtained; a difference between the resource input-output ratio of the activity and the estimated resource input-output ratio is calculated; and the activity is rated according to the difference to obtain an activity level of the activity.

[0083] Specifically, after calculating the resource input-output ratio of each activity, it is compared with the preset estimated resource input-output ratio to determine the difference between the two and to rate the activities based on the difference.

[0084] In a specific implementation, assess activity expectations, including revenue and expenditure, set a target ROI (estimated resource output ratio), and manually supplement labor costs. Evaluate activity expectations, including revenue and expenditure, and set a target ROI. Manually supplement labor costs and observe activity ROI daily (data may be manually supplemented during the process, such as channel costs, physical costs, etc.). Summarize the activity's aggregate ROI and compare it to the historical ROI of similar activities.

[0085] Preset cost-to-income ratios include daily and weekly ratios. For example, daily data displays activity revenue and expenditure by date (unit: day). Aggregated data displays activity revenue and expenditure from the launch date to T-1.

[0086] In a specific embodiment, the data processing method includes:

[0087] The resource income field description is shown in Table 1, and the resource expenditure field description is shown in Table 2.

[0088] Table 1 Resource income field description

[0089]

[0090] Table 2 Resource Expenditure Field Description

[0091]

[0092]

[0093] Direct resource income = number of paying users * m (a paying user can be operated sustainably in the future, assuming that the average value of a paying user is m yuan, m is a custom setting)

[0094] Indirect resource income = effective users * corresponding market price

[0095] Direct resource expenditure = cash expenditure + voucher expenditure + supplier gift expenditure + electronic gift expenditure + physical gift expenditure + channel expenditure

[0096] Direct resource expenditure = human resources expenditure + message push expenditure + advertising space expenditure

[0097] Resource input-output ratio ROI = (direct resource income + indirect resource income) / (direct resource expenditure + indirect resource expenditure).

[0098] In a specific embodiment, the indirect resource income is calculated based on the conversion rate, basic resources and weight of the scenario identifier.

[0099] For example, if the activity identifier is Activity A, the scenario identifiers include Market A and Market B. The user unit price in Market A is 5 yuan, and the average user payment value is 100 yuan (basic resources). The user unit price in Market B is 3 yuan, and the average user payment value is 50 yuan (basic resources). Activity A attracts 1,000 valid users to Market A (number of attracted users * conversion rate), and the average user payment value is 120 yuan (real resources). Activity A attracts 1,000 valid users to Market B, and the average user payment value is 40 yuan (real resources).

[0100] Then, the weight of market A for activity A = (120–100) / 100 = 20%, the user unit price = 5*(100%+20%) = 6 yuan, and the indirect resource income = 1000*6 = 6000 yuan;

[0101] Market B's weight for Activity A = (40–50) / 50 = -20%, user price = 3*(100%-20%) = 2.4 yuan, indirect resource income = 1000*2.4 = 2400 yuan

[0102] In a specific embodiment, the indirect resource expenditure is calculated based on the conversion rate, basic resources and weight of the scene identifier. For example, if the activity identifier is activity A, the scene identifier includes ad slot A and ad slot B, where ad slot A (click price is 0.5 yuan, that is, the basic resource is 0.5 yuan), ad slot B (click price is 0.5 yuan, that is, the basic resource is 0.5 yuan), the average ad slot conversion rate is 50% (preset conversion rate), activity A puts an ad in ad slot A, attracts 1,000 users to click, and the conversion rate is 40%, activity A puts an ad in ad slot B, attracts 1,000 users to click, and the conversion rate is 60%, then:

[0103] Ad space A pricing weight = (40% - 50%) / 50% = -20%, CPC = 0.5 * (100% - 20%) = 0.4 yuan, indirect resource expenditure = 1000 * 0.4 = 400 yuan;

[0104] The pricing weight of ad space B = (60% - 50%) / 50% = 20%, the unit price per click = 0.5*(100% + 20%) = 0.6 yuan, and the indirect resource expenditure = 1000*0.6 = 600 yuan.

[0105] In one embodiment, as shown in FIG. A, a data processing system is provided, including a terminal 610 (including a terminal 611 and a terminal 612) and a server 620, wherein the server 620 includes a data receiving module 621, a data processing module 622, a data storage module 623 and a data query module 624, and the terminal 610 and the server 620 are connected via a network.

[0106] Terminal 610 is used to receive user operations, generate user behavior data according to the operations, and send the user behavior data, where the user behavior data carries an activity identifier.

[0107] The data receiving module 621 is used to receive user behavior data.

[0108] Data processing module 622 is used to classify user behavior data based on activity identifiers, obtain activity information corresponding to the activity identifiers, and analyze each user's activity information to obtain a classification label for each user. For example, user behavior data is filtered based on activity identifiers to obtain data related to the activity identifiers, i.e., the activity information corresponding to the activity identifiers. Statistics and analysis are performed on each user's activity information to obtain a user classification label. When new activity information is added, the user's classification label is updated based on the new activity information.

[0109] The data storage module 623 is configured to store activity information corresponding to the activity identifier.

[0110] Data query module 624 is used to query activity information. Based on the activity ID, data is queried from the activity information corresponding to each activity ID (including aggregated data for Category A activities, aggregated data for Category B activities, ..., aggregated data for Category N activities). Based on the queried data and the user's classification label, resource income and resource expenditure for each activity are calculated, thereby calculating the resource input-output ratio of the activity.

[0111] Figure 2 FIG. 1 is a flow chart of a data processing method in one embodiment. It should be understood that although Figure 2 The steps in the flowchart are shown in sequence as indicated by the arrows, but these steps are not necessarily executed in the order indicated by the arrows. Unless otherwise specified in this document, there is no strict order restriction for the execution of these steps, and these steps can be executed in other orders. In addition, Figure 2 At least part of the steps may include multiple sub-steps or multiple stages. These sub-steps or stages are not necessarily executed at the same time, but can be executed at different times. The execution order of these sub-steps or stages is not necessarily sequential, but can be executed in turn or alternately with other steps or at least part of the sub-steps or stages of other steps.

[0112] In one embodiment, Figure 4 As shown, a data processing device 200 is provided, including:

[0113] The data acquisition module 201 is used to acquire user behavior data, where the user behavior data includes at least one activity identifier.

[0114] The activity information extraction module 202 is configured to extract activity information corresponding to the activity identifier from the user behavior data.

[0115] The indirect resource calculation module 203 is used to calculate the indirect resources of an activity based on the activity information. The indirect resources include indirect resource expenditure and / or indirect resource income.

[0116] The direct resource acquisition module 204 is used to acquire the direct resources of the activity, where the direct resources include direct resource expenditure and / or direct resource income.

[0117] The resource input-output ratio calculation module 205 is used to calculate the resource input-output ratio of an activity based on direct resources and indirect resources. The resource input-output ratio is used to evaluate the activity.

[0118] In one embodiment, the data processing device 200 further includes:

[0119] The label determination module is used to classify the user identifiers according to the operation identifiers of the user identifiers in the activity information to obtain classification labels of the user identifiers.

[0120] The conversion rate calculation module is used to calculate the activity conversion rate according to the classification label of each user identifier.

[0121] The basic resource acquisition module is used to acquire the basic resources of the activity, where the basic resources include basic resource expenditure and / or basic resource income.

[0122] The indirect resource calculation module 203 is specifically configured to calculate the indirect resources of the activity according to the activity conversion rate and the basic resources.

[0123] In one embodiment, the label determination module is further configured to divide each of the user identifiers into scenes according to the scene identifier to obtain at least one target classification label, where the target classification label is a classification label of each of the user tags corresponding to the scene identifier.

[0124] In this specific embodiment, the conversion rate calculation module is specifically configured to calculate the scene conversion rate of the scene identification according to the target classification label.

[0125] The basic resource acquisition module is specifically used to acquire the basic resources corresponding to the scene identifier.

[0126] The indirect resource calculation module 204 is specifically configured to calculate the indirect resources of the scenario identifier according to the basic resources corresponding to the scenario identifier and the scenario conversion rate of the scenario identifier, and calculate the indirect resources of the activity according to the indirect resources of the scenario identifier.

[0127] In one embodiment, the data processing device 200 further includes:

[0128] A real resource acquisition module is used to acquire the real resources identified by the scenario, where the real resources include real resource expenditure and / or real resource income.

[0129] The weight calculation module is used to calculate the difference between the real resources of the scene identifier and the basic resources corresponding to the scene identifier, and calculate the weight corresponding to the scene identifier according to the difference.

[0130] The indirect resource calculation module 204 is specifically configured to calculate the indirect resource corresponding to the scene identifier according to the scene conversion rate of the scene identifier, the basic resources of the scene identifier, and the weight corresponding to the scene identifier.

[0131] In one embodiment, the data processing device 200 further includes:

[0132] The conversion rate calculation module is used to obtain the preset conversion rate corresponding to the scene identifier.

[0133] The weight calculation module is further configured to calculate a difference between the conversion rate of the scene identifier and a corresponding preset conversion rate, and to obtain a conversion weight of the scene identifier based on the difference between the conversion rate of the scene identifier and the preset conversion rate of the scene identifier.

[0134] The indirect resource calculation module 204 is specifically configured to calculate the indirect resource corresponding to the scene identifier according to the conversion weight of the scene identifier, the conversion rate of the scene identifier, and the basic resource of the scene identifier.

[0135] In one embodiment, the resource input-output ratio calculation module 205 is specifically used to obtain resource expenditure based on the direct resource expenditure in the direct resources and / or the indirect resource expenditure of the indirect resources; obtain resource income based on the direct resource income in the direct resources and / or the indirect resource income of the indirect resources; calculate the ratio of the resource income to the resource expenditure to obtain the resource input-output ratio of the activity.

[0136] In one embodiment, the user behavior data carries time information, and the time information is the time when the user behavior data is obtained. The data processing device 200 further includes:

[0137] The data acquisition module 201 is also used to acquire data generated after the user behavior data to obtain incremental data.

[0138] The activity information extraction module 202 is further configured to extract the activity information corresponding to the activity identifier from the incremental data to obtain incremental activity information of the activity;

[0139] The label determination module is further configured to update the classification label of each user identifier in the activity according to the incremental activity information of the activity.

[0140] In one embodiment, the data device 200 further includes:

[0141] The resource-output ratio acquisition module is used to obtain the estimated resource-output ratio of an activity.

[0142] The difference calculation module is used to calculate the difference between the resource input-output ratio of an activity and the estimated resource input-output ratio.

[0143] The rating module is used to rate activities according to the degree of difference and obtain the activity level of each activity.

[0144] Figure 5 The internal structure diagram of a computer device in one embodiment is shown. The computer device may be Figure 1 The terminal 110 (or server 120) in Figure 5 As shown, the computer device comprises a processor, memory, network interface, input device and display screen connected via a system bus. The memory includes a non-volatile storage medium and an internal memory. The non-volatile storage medium of the computer device stores an operating system and may also store a computer program, which, when executed by the processor, enables the processor to implement a data processing method. The internal memory may also store a computer program, which, when executed by the processor, enables the processor to execute a data processing method. The display screen of the computer device may be a liquid crystal display or an electronic ink display screen, and the input device of the computer device may be a touch layer covering the display screen, or may be a key, trackball or touchpad provided on the housing of the computer device, or may be an external keyboard, touchpad or mouse.

[0145] Those skilled in the art will understand that Figure 5 The structure shown in the figure is only a block diagram of a part of the structure related to the solution of the present application, and does not constitute a limitation on the computer device to which the solution of the present application is applied. The specific computer device may include more or fewer components than shown in the figure, or combine certain components, or have a different component arrangement.

[0146] In one embodiment, the data processing device provided by the present application can be implemented in the form of a computer program. The computer program can be used in Figure 5 The computer device shown in FIG. 1 is executed on the computer device shown in FIG. The memory of the computer device may store various program modules constituting the data processing device, such as, Figure 4The data acquisition module 201, activity information extraction module 202, indirect resource calculation module 203, direct resource calculation module 204 and resource input-output ratio calculation module 205 are shown. The computer program composed of each program module enables the processor to execute the steps of the data processing method of each embodiment of the present application described in this specification.

[0147] For example, Figure 5 The computer device shown can be Figure 4 The data acquisition module 201 in the data processing device shown acquires user behavior data, which includes at least one activity identifier. The computer device can use the activity information extraction module 202 to extract activity information corresponding to the activity identifier from the user behavior data. The computer device can use the indirect resource calculation module 203 to calculate the indirect resources of the activity based on the activity information. Indirect resources include indirect resource expenditures and / or indirect resource income. The computer device can use the direct resource acquisition module 204 to acquire the direct resources of the activity. Direct resources include direct resource expenditures and / or direct resource income. The computer device can use the resource input-output ratio calculation module 205 to calculate the resource input-output ratio of the activity based on the direct resources and indirect resources. The resource input-output ratio is used to evaluate the activity.

[0148] In one embodiment, a computer device is provided, including a memory, a processor, and a computer program stored in the memory and executable on the processor. When the processor executes the computer program, each step in the above-mentioned data processing method is implemented.

[0149] In one embodiment, a computer-readable storage medium is provided, on which a computer program is stored. When the computer program is executed by a processor, each step in the above-mentioned data processing method is implemented.

[0150] Those skilled in the art will appreciate that all or part of the processes in the above-mentioned embodiments can be implemented by instructing the relevant hardware through a computer program. The program can be stored in a non-volatile computer-readable storage medium. When the program is executed, it can include the processes of the embodiments of the above-mentioned methods. Among them, any reference to memory, storage, database or other media used in the embodiments provided in this application can include non-volatile and / or volatile memory. Non-volatile memory can include read-only memory (ROM), programmable ROM (PROM), electrically programmable ROM (EPROM), electrically erasable programmable ROM (EEPROM) or flash memory. Volatile memory can include random access memory (RAM) or external cache memory. By way of illustration and not limitation, RAM is available in various forms, such as static RAM (SRAM), dynamic RAM (DRAM), synchronous DRAM (SDRAM), double data rate SDRAM (DDRSDRAM), enhanced SDRAM (ESDRAM), synchronous link (Synchlink) DRAM (SLDRAM), memory bus (Rambus) direct RAM (RDRAM), direct memory bus dynamic RAM (DRDRAM), and memory bus dynamic RAM (RDRAM).

[0151] It should be noted that, in this document, relational terms such as "first" and "second" are used only to distinguish one entity or operation from another entity or operation, and do not necessarily require or imply any actual relationship or order between these entities or operations. Moreover, the terms "comprises," "comprising," or any other variations thereof are intended to cover non-exclusive inclusion, so that a process, method, article, or device comprising a series of elements includes not only those elements, but also other elements not explicitly listed, or elements inherent to such process, method, article, or device. In the absence of further limitations, an element defined by the phrase "comprising a ..." does not exclude the presence of other identical elements in the process, method, article, or device comprising the element.

[0152] The foregoing description is intended only to provide specific embodiments of the present invention, which will enable those skilled in the art to understand and implement the present invention. Various modifications to these embodiments will be readily apparent to those skilled in the art, and the general principles defined herein may be implemented in other embodiments without departing from the spirit or scope of the present invention. Therefore, the present invention is not intended to be limited to the embodiments shown herein, but is intended to be accorded the widest scope consistent with the principles and novel features claimed herein.

Claims

1. A data processing method, characterized in that: The method comprises: Acquiring user behavior data of a plurality of users, wherein the user behavior data includes at least one activity identifier; Extracting activity information corresponding to the activity identifier from the user behavior data; Calculating indirect resources of the activity based on the activity information, the indirect resources including indirect resource expenditure and / or indirect resource income, wherein the activity is an operating activity; Obtain direct resources for the activities, including direct resource expenditure and / or direct resource income; Calculating a resource input-output ratio of the activity based on the direct resources and the indirect resources, wherein the resource input-output ratio is used to evaluate the rate of return of the activity; The activity information further includes a scene identifier, and the method further includes: Count the scene conversion rates of users in various sources and / or destinations of each activity, where the scene conversion rates include the proportion of users who converted from other activities to the current activity, and the proportion of users who converted from the current activity to other activities; According to the scene conversion rate of the scene identifier, the basic resources of the scene identifier and the weight corresponding to the scene identifier, the indirect resources corresponding to the scene identifier are calculated, wherein the basic resources include basic resource expenditure and / or basic resource income.

2. The method according to claim 1, characterized in that The activity information includes an operation identifier and a user identifier, and the method further includes: classifying the user identifiers according to the operation identifiers of the user identifiers in the activity information to obtain classification labels for the user identifiers; Calculating the activity conversion rate based on the classification labels of each user identifier; Obtaining basic resources for the activity, wherein the basic resources include basic resource expenditure and / or basic resource income; The calculating the indirect resources of the activity according to the activity information includes: calculating the indirect resources of the activity according to the activity conversion rate and the basic resources.

3. The method according to claim 2, characterized in that The activity information also includes a scene identifier, and the method further includes: According to the scene identifier, each of the user identifiers is divided into scenes to obtain at least one target classification label, where the target classification label is a classification label of each of the user tags corresponding to the scene identifier; The calculating the activity conversion rate according to the classification label of each user identifier includes: calculating the scene conversion rate of the scene identifier according to the target classification label; The acquiring of the basic resource of the activity includes: acquiring the basic resource corresponding to the scene identifier; The indirect resources of the activity are calculated based on the activity conversion rate and the basic resources, including: calculating the indirect resources of the scene identifier based on the basic resources corresponding to the scene identifier and the scene conversion rate of the scene identifier, and calculating the indirect resources of the activity based on the indirect resources of the scene identifier.

4. The method according to claim 3, characterized in that The method further comprises: Acquire real resources identified by the scenario, where the real resources include real resource expenditure and / or real resource income; Calculating a difference between the real resource of the scene identifier and the basic resource corresponding to the scene identifier, and calculating a weight corresponding to the scene identifier based on the difference; The indirect resources of the scene identifier are calculated based on the basic resources of the scene identifier and the scene conversion rate of the scene identifier, including: the indirect resources corresponding to the scene identifier are calculated based on the scene conversion rate of the scene identifier, the basic resources of the scene identifier and the weight corresponding to the scene identifier.

5. The method according to claim 3, characterized in that The method further comprises: Obtaining a preset conversion rate corresponding to the scene identifier; Calculating a difference between the conversion rate of the scene identifier and a preset conversion rate corresponding to the scene identifier; Calculating a conversion weight of the scene identifier based on a difference between the conversion rate of the scene identifier and a preset conversion rate corresponding to the scene identifier; The indirect resources of the scene identifier are calculated based on the basic resources corresponding to the scene identifier and the scene conversion rate of the scene identifier, including: the indirect resources corresponding to the scene identifier are calculated based on the conversion weight of the scene identifier, the conversion rate of the scene identifier and the basic resources of the scene identifier.

6. The method according to claim 2, characterized in that The method further comprises: Obtaining data generated after the user behavior data to obtain incremental data; Extracting activity information corresponding to the activity identifier from the incremental data to obtain incremental activity information of the activity; The classification label of each user identifier in the activity is updated according to the incremental activity information of the activity.

7. The method according to claim 1, characterized in that Calculating the resource input-output ratio of the activity based on the direct resources and the indirect resources includes: Obtaining resource expenditure according to the direct resource expenditure in the direct resources and / or the indirect resource expenditure in the indirect resources; Obtaining resource income based on the direct resource income from the direct resources and / or the indirect resource income from the indirect resources; The ratio of the resource income to the resource expenditure is calculated to obtain the resource input-output ratio of the activity.

8. A data processing device, characterized in that: The device comprises: A data acquisition module, configured to acquire user behavior data of a plurality of users, wherein the user behavior data includes at least one activity identifier; An activity information extraction module, configured to extract activity information corresponding to the activity identifier from the user behavior data; an indirect resource calculation module, configured to calculate indirect resources of an activity based on the activity information, the indirect resources including indirect resource expenditures and / or indirect resource income, wherein the activity is an operating activity; A direct resource acquisition module, configured to acquire direct resources for the activity, wherein the direct resources include direct resource expenditure and / or direct resource income; a resource input-output ratio calculation module, configured to calculate the resource input-output ratio of the activity based on the direct resources and the indirect resources, wherein the resource input-output ratio is used to evaluate the rate of return of the activity; The activity information also includes a scene identifier, and the device is further configured to: Count the scene conversion rates of users in various sources and / or destinations of each activity, where the scene conversion rates include the proportion of users who converted from other activities to the current activity, and the proportion of users who converted from the current activity to other activities; According to the scene conversion rate of the scene identifier, the basic resources of the scene identifier and the weight corresponding to the scene identifier, the indirect resources corresponding to the scene identifier are calculated, wherein the basic resources include basic resource expenditure and / or basic resource income.

9. A data processing system comprising: The terminal and the server include a data receiving module, a data processing module, a data storage module and a data query module. The terminal and the server are connected via a network. The terminal is configured to receive user operations, generate user behavior data according to the operations, and send the user behavior data, wherein the user behavior data carries an activity identifier; The data receiving module is used to receive the user behavior data of multiple users; The data processing module is configured to classify the user behavior data according to the activity identifier, obtain activity information corresponding to the activity identifier, analyze the activity information of each user, and obtain a classification label for each user, wherein the activity information is information about operational activities; The data storage module is used to store the activity information corresponding to the activity identifier; A data query module, configured to query the activity information from the data storage module; The activity information also includes a scene identifier, and the system is further configured to: Count the scene conversion rates of users in various sources and / or destinations of each activity, where the scene conversion rates include the proportion of users who converted from other activities to the current activity, and the proportion of users who converted from the current activity to other activities; According to the scene conversion rate of the scene identifier, the basic resources of the scene identifier and the weight corresponding to the scene identifier, the indirect resources corresponding to the scene identifier are calculated, wherein the basic resources include basic resource expenditure and / or basic resource income.

10. A computer device comprising a memory, a processor, and a computer program stored in the memory and executable on the processor, wherein: When the processor executes the computer program, the steps of the method according to any one of claims 1 to 7 are implemented.

11. A computer-readable storage medium having a computer program stored thereon, characterized in that: When the computer program is executed by a processor, the steps of the method according to any one of claims 1 to 7 are implemented.

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