Advertisement conversion amount determination method, device and related equipment

Abstract

The present disclosure provides a method and device for determining advertisement conversion amount, as well as an electronic device and a computer-readable storage medium. The method includes: obtaining a delivery area of ​​a target advertisement and a target time for delivering the target advertisement; determining a control area of ​​the delivery area; determining a first group of people whose distance from the delivery area is less than or equal to a first distance threshold within the target time; determining a second group of people whose distance from the control area is less than or equal to the first distance threshold within the target time; determining a first conversion amount of the first group of people and a second conversion amount of the second group of people for the target advertisement, so as to determine a target conversion amount of the target advertisement based on the first conversion amount and the second conversion amount. The advertisement conversion amount determination method provided in this embodiment can effectively evaluate the target conversion amount of the target advertisement.

Description

Technical Field

[0001] The present disclosure relates to the field of computer and Internet technology, and in particular to a method and device for determining an advertisement conversion amount, an electronic device, and a computer-readable storage medium. Background Art

[0002] AB experiment is an important experimental method in modern e-commerce. Taking offline media advertising as an example, if advertisers want to know the actual effect of advertising, they can compare the advertising conversion volume of the people who have seen the target advertisement (called Group A) (i.e., the people who bought the product after seeing the target advertisement) with the advertising conversion volume of the people who have not seen the target advertisement (called Group B) (i.e., the people who have not seen the target advertisement but bought the product involved in the target advertisement) to evaluate the effect of the target advertisement.

[0003] In order to accurately evaluate the effectiveness of target advertising, the AB experiment requires that groups A and B remain consistent as much as possible in all aspects except advertising coverage.

[0004] Therefore, it is very important for advertising to accurately group people into groups A and B according to whether they have watched a target advertisement, and then evaluate the effect of the target advertisement based on the grouped people.

[0005] It should be noted that the information disclosed in the above background technology section is only used to enhance the understanding of the background of the present disclosure. Summary of the invention

[0006] The embodiments of the present disclosure provide a method and device for determining advertisement conversion amount, an electronic device, and a computer-readable storage medium, which can accurately perform AB grouping on people who have watched a target advertisement.

[0007] Other features and advantages of the present disclosure will become apparent from the following detailed description, or may be learned in part by the practice of the present disclosure.

[0008] The disclosed embodiment proposes a method for determining an advertisement conversion amount, the method comprising: obtaining a delivery area for a target advertisement and a target time for delivering the target advertisement; determining a control area for the delivery area; determining a first group of people whose distance from the delivery area is less than or equal to a first distance threshold within the target time; determining a second group of people whose distance from the control area is less than or equal to the first distance threshold within the target time; determining a first conversion amount of the first group of people and a second conversion amount of the second group of people for the target advertisement, so as to determine a target conversion amount of the target advertisement based on the first conversion amount and the second conversion amount.

[0009] In some embodiments, determining a control area of ​​the delivery area includes: obtaining the area attribute of the delivery area and the area attribute of the target area; if the distance between the target area and the delivery area is greater than a second distance threshold, and the area attribute of the target area is the same as the area attribute of the delivery area, then the target area is the control area.

[0010] In some embodiments, the area attributes include: at least one of: household age attribute, household occupation attribute, household population density, community average housing price, and community total residential area.

[0011] In some embodiments, determining the target conversion amount of the target advertisement based on the first conversion amount and the second conversion amount includes: determining the conversion amount difference between the first conversion amount and the second conversion amount; determining the population conversion amount of the target advertisement according to the conversion amount difference

[0012] In some embodiments, the first group of people is determined from target users; wherein, determining the first group of people whose distance from the delivery area within the target time is less than or equal to a first distance threshold includes: obtaining target positioning information of the target user within the target time; and determining the first group of people whose distance from the delivery area is less than or equal to the first distance threshold based on the target positioning information.

[0013] In some embodiments, the target user includes a first target user; wherein, determining a first group of people whose distance from the delivery area is less than or equal to the first distance threshold based on the target positioning information includes: obtaining at least one positioning information of the first target user within the target time; and merging the positioning information of the at least one positioning information whose mutual distance is less than a third distance threshold.

[0014] In some embodiments, merging the positioning information whose mutual distance in the at least one positioning information is less than a third distance threshold includes: selecting any target location in the at least one positioning information; and deleting the positioning information whose distance from the target location in the at least one positioning information is less than the third distance threshold.

[0015] In some embodiments, the first population is determined from target users; wherein, determining the first population whose distance from the delivery area within the target time is less than or equal to a first distance threshold includes: determining location information of the delivery area, the location information including longitude and latitude information; determining a location hash area of ​​the delivery area and a location hash code of the location hash area according to the longitude and latitude information of the delivery area; determining a neighboring area adjacent to the location hash area of ​​the delivery area; obtaining target positioning information of the target user within the target time; and determining the first population in the location hash area and the neighboring area according to the target positioning information.

[0016] The embodiment of the present disclosure provides an advertisement conversion amount determination device, which may include: a delivery area determination module, a control area determination module, a first population determination module, a second population determination module, and a conversion amount acquisition module.

[0017] Among them, the delivery area determination module can be configured to obtain the delivery area of ​​the target advertisement and the target time for delivering the target advertisement; the control area determination module can be configured to determine the control area of ​​the delivery area; the first population determination module can be configured to determine a first population whose distance from the delivery area is less than or equal to a first distance threshold within the target time; the second population determination module can be configured to determine a second population whose distance from the control area is less than or equal to the first distance threshold within the target time; the conversion amount acquisition module can be configured to determine a first conversion amount of the first population and a second conversion amount of the second population for the target advertisement, so as to determine a target conversion amount of the target advertisement based on the first conversion amount and the second conversion amount.

[0018] An embodiment of the present disclosure proposes an electronic device, which includes: one or more processors; a storage device for storing one or more programs, when the one or more programs are executed by the one or more processors, the one or more processors implement any of the above-mentioned methods for determining the advertising conversion amount.

[0019] The embodiment of the present disclosure provides a computer-readable storage medium having a computer program stored thereon, and when the program is executed by a processor, the method for determining the advertisement conversion amount as described in any one of the above items is implemented.

[0020] The embodiment of the present disclosure provides a computer program product or a computer program, which includes computer instructions stored in a computer-readable storage medium. A processor of a computer device reads the computer instructions from the computer-readable storage medium, and the processor executes the computer instructions, so that the computer device executes the above-mentioned method for determining the advertising conversion amount.

[0021] The advertising conversion amount determination method, device, electronic device and computer-readable storage medium provided in certain embodiments of the present disclosure determine the first population and the second population corresponding to the control area and the delivery area under the same conditions, so as to evaluate the advertising target conversion amount based on the first population and the second population, thereby improving the accuracy of the advertising target conversion amount evaluation.

[0022] It is to be understood that the foregoing general description and the following detailed description are exemplary only and are not restrictive of the present disclosure. BRIEF DESCRIPTION OF THE DRAWINGS

[0023] The drawings herein are incorporated into the specification and constitute a part of the specification, illustrate embodiments consistent with the present disclosure, and together with the specification are used to explain the principles of the present disclosure. The drawings described below are only some embodiments of the present disclosure, and for ordinary technicians in this field, other drawings can also be obtained based on these drawings without creative work.

[0024] Figure 1 A schematic diagram showing an exemplary system architecture of an advertisement conversion amount determination method or an advertisement conversion amount determination device applied to an embodiment of the present disclosure.

[0025] Figure 2 It is a structural diagram of a computer system applied to an advertisement conversion amount determination device according to an exemplary embodiment.

[0026] Figure 3 The present invention is a flowchart of a method for determining an advertisement conversion amount according to an exemplary embodiment.

[0027] Figure 4 The present invention is a flow chart of a method for screening multiple positioning information of a single user according to an exemplary embodiment.

[0028] Figure 5 The figure is a schematic diagram of merging positioning information according to an exemplary embodiment.

[0029] Figure 6 yes Figure 3 Flowchart of step S3 in an exemplary embodiment.

[0030] Figure 7 The figure is a schematic diagram of a neighboring area according to an exemplary embodiment.

[0031] Figure 8 The present invention is a block diagram of a device for determining an advertisement conversion amount according to an exemplary embodiment. DETAILED DESCRIPTION

[0032] Example embodiments will now be described more fully with reference to the accompanying drawings. However, example embodiments can be implemented in many forms and should not be construed as limited to the embodiments set forth herein; rather, these embodiments are provided so that this disclosure will be comprehensive and complete and will fully convey the concepts of the example embodiments to those skilled in the art. The same reference numerals in the figures represent the same or similar parts, and thus their repeated description will be omitted.

[0033] The features, structures or characteristics described in the present disclosure may be combined in one or more embodiments in any suitable manner. In the following description, many specific details are provided to provide a full understanding of the embodiments of the present disclosure. However, those skilled in the art will appreciate that the technical solutions of the present disclosure may be practiced while omitting one or more of the specific details, or other methods, components, devices, steps, etc. may be adopted. In other cases, known methods, devices, implementations or operations are not shown or described in detail to avoid blurring the various aspects of the present disclosure.

[0034] The accompanying drawings are only schematic diagrams of the present disclosure, and the same reference numerals in the drawings represent the same or similar parts, so their repeated description will be omitted. Some block diagrams shown in the accompanying drawings do not necessarily correspond to physically or logically independent entities. These functional entities can be implemented in software form, or in one or more hardware modules or integrated circuits, or in different networks and / or processor devices and / or microcontroller devices.

[0035] The flowcharts shown in the accompanying drawings are only exemplary and do not necessarily include all the contents and steps, nor must they be executed in the order described. For example, some steps can be decomposed, and some steps can be combined or partially combined, so the actual execution order may change according to actual conditions.

[0036] In this specification, the terms "a", "an", "the", "said" and "at least one" are used to indicate the presence of one or more elements / components / etc.; the terms "comprising", "including" and "having" are used to express an open-ended inclusion and mean that additional elements / components / etc. may exist in addition to the listed elements / components / etc.; the terms "first", "second" and "third" etc. are used only as labels and are not intended to limit the quantity of their objects.

[0037] The exemplary embodiments of the present disclosure are described in detail below with reference to the accompanying drawings.

[0038] Figure 1 A schematic diagram showing an exemplary system architecture that can be applied to the method or device for determining an advertisement conversion amount in an embodiment of the present disclosure.

[0039] like Figure 1 As shown, the system architecture 100 may include terminal devices 101, 102, 103, a network 104 and a server 105. The network 104 is used to provide a medium for communication links between the terminal devices 101, 102, 103 and the server 105. The network 104 may include various connection types, such as wired, wireless communication links or optical fiber cables, etc.

[0040] Users can use terminal devices 101, 102, 103 to interact with server 105 through network 104 to receive or send messages, etc. Terminal devices 101, 102, 103 can be various electronic devices with display screens and supporting web browsing, including but not limited to smart phones, tablet computers, laptop computers, desktop computers, wearable devices, virtual reality devices, smart homes, etc.

[0041] The server 105 may be a server that provides various services, such as a background management server that provides support for devices operated by users using the terminal devices 101, 102, and 103. The background management server may analyze and process the received request data, and feed back the processing results to the terminal device.

[0042] The server 105 may, for example, obtain a delivery area for a target advertisement and a target time for delivering the target advertisement; the server 105 may, for example, determine a control area for the delivery area; the server 105 may, for example, determine a first group of people whose distance from the delivery area within the target time is less than or equal to a first distance threshold; the server 105 may, for example, determine a second group of people whose distance from the control area within the target time is less than or equal to the first distance threshold; the server 105 may, for example, determine a first conversion amount of the first group of people and a second conversion amount of the second group of people for the target advertisement, so as to determine a target conversion amount of the target advertisement based on the first conversion amount and the second conversion amount.

[0043] It should be understood that Figure 1 The number of terminal devices, networks and servers in the figure is only for illustration. The server 105 may be a physical server or may be composed of multiple servers. According to actual needs, it may have any number of terminal devices, networks and servers.

[0044] Reference below Figure 2 , which shows a schematic diagram of the structure of a computer system 200 of a terminal device suitable for implementing an embodiment of the present application. Figure 2 The terminal device shown is merely an example and should not bring any limitation to the functions and scope of use of the embodiments of the present application.

[0045] like Figure 2As shown, the computer system 200 includes a central processing unit (CPU) 201, which can perform various appropriate actions and processes according to a program stored in a read-only memory (ROM) 202 or a program loaded from a storage part 208 into a random access memory (RAM) 203. In the RAM 203, various programs and data required for the operation of the system 200 are also stored. The CPU 201, the ROM 202, and the RAM 203 are connected to each other via a bus 204. An input / output (I / O) interface 205 is also connected to the bus 204.

[0046] The following components are connected to the I / O interface 205: an input section 206 including a keyboard, a mouse, etc.; an output section 207 including a cathode ray tube (CRT), a liquid crystal display (LCD), etc., and a speaker, etc.; a storage section 208 including a hard disk, etc.; and a communication section 209 including a network interface card such as a LAN card, a modem, etc. The communication section 209 performs communication processing via a network such as the Internet. A drive 210 is also connected to the I / O interface 205 as needed. A removable medium 211, such as a magnetic disk, an optical disk, a magneto-optical disk, a semiconductor memory, etc., is installed on the drive 210 as needed, so that a computer program read therefrom is installed into the storage section 208 as needed.

[0047] In particular, according to an embodiment of the present disclosure, the process described above with reference to the flowchart can be implemented as a computer software program. For example, an embodiment of the present disclosure includes a computer program product, which includes a computer program carried on a computer-readable storage medium, and the computer program contains a program code for executing the method shown in the flowchart. In such an embodiment, the computer program can be downloaded and installed from a network through the communication part 209, and / or installed from a removable medium 211. When the computer program is executed by the central processing unit (CPU) 201, the above-mentioned functions defined in the system of the present application are executed.

[0048] It should be noted that the computer-readable storage medium shown in the present application may be a computer-readable signal medium or a computer-readable storage medium or any combination of the above two. The computer-readable storage medium may be, for example, but not limited to, an electrical, magnetic, optical, electromagnetic, infrared, or semiconductor system, device or device, or any combination of the above. More specific examples of computer-readable storage media may include, but are not limited to: an electrical connection with one or more wires, a portable computer disk, a hard disk, a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or flash memory), an optical fiber, a portable compact disk read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the above. In the present application, a computer-readable storage medium may be any tangible medium containing or storing a program that can be used by or in combination with an instruction execution system, device or device. In the present application, a computer-readable signal medium may include a data signal propagated in a baseband or as part of a carrier wave, in which a computer-readable program code is carried. This propagated data signal may take a variety of forms, including but not limited to electromagnetic signals, optical signals, or any suitable combination of the above. The computer-readable signal medium may also be any computer-readable storage medium other than a computer-readable storage medium that can send, propagate or transmit a program for use by or in conjunction with an instruction execution system, apparatus or device. The program code contained on the computer-readable storage medium may be transmitted using any appropriate medium, including but not limited to: wireless, wire, optical cable, RF, etc., or any suitable combination of the above.

[0049] The flow chart and block diagram in the accompanying drawings illustrate the possible architecture, function and operation of the system, method and computer program product according to various embodiments of the present application. In this regard, each box in the flow chart or block diagram can represent a module, a program segment or a part of a code, and the above-mentioned module, program segment or a part of a code contains one or more executable instructions for realizing the specified logical function. It should also be noted that in some alternative implementations, the functions marked in the box can also occur in a different order from the order marked in the accompanying drawings. For example, two boxes represented in succession can actually be executed substantially in parallel, and they can sometimes be executed in the opposite order, depending on the functions involved. It should also be noted that each box in the block diagram or flow chart, and the combination of the boxes in the block diagram or flow chart can be implemented with a dedicated hardware-based system that performs a specified function or operation, or can be implemented with a combination of dedicated hardware and computer instructions.

[0050] The modules and / or units and / or sub-units involved in the embodiments of the present application may be implemented in software or in hardware. The modules and / or units and / or sub-units described may also be arranged in a processor, for example, may be described as: a processor includes a sending unit, an acquiring unit, a determining unit and a first processing unit. The names of these modules and / or units and / or sub-units do not, in some cases, constitute limitations on the modules and / or units and / or sub-units themselves.

[0051] As another aspect, the present application also provides a computer-readable storage medium, which may be included in the device described in the above embodiment; or it may exist independently and not be assembled into the device. The above computer-readable storage medium carries one or more programs, and when the above one or more programs are executed by a device, the device can realize functions including: obtaining the delivery area of ​​the target advertisement and the target time for delivering the target advertisement; determining the control area of ​​the delivery area; determining a first group of people whose distance from the delivery area is less than or equal to a first distance threshold within the target time; determining a second group of people whose distance from the control area is less than or equal to the first distance threshold within the target time; determining a first conversion amount of the first group of people and a second conversion amount of the second group of people for the target advertisement, so as to determine the target conversion amount of the target advertisement based on the first conversion amount and the second conversion amount.

[0052] Figure 3 The method provided in the embodiment of the present disclosure can be executed by any electronic device with computing and processing capabilities. For example, the method can be executed by the above-mentioned Figure 1 The server or terminal device in the embodiment may be executed, or the server and the terminal device may be executed together. In the following embodiments, the server is used as the execution subject for example, but the present disclosure is not limited to this.

[0053] Reference Figure 3 The method for determining the advertising conversion amount provided by the embodiment of the present disclosure may include the following steps.

[0054] In step S1, a target advertisement delivery area and a target time for delivering the target advertisement are obtained.

[0055] In some embodiments, the target advertisement may refer to an advertisement related to any product, and the present disclosure is not limited in this regard.

[0056] In some embodiments, the target advertisement delivery area may refer to a square, a community, a shopping mall, etc., and the present disclosure does not limit this.

[0057] In some embodiments, the delivery area for delivering the target advertisement may include one or more areas, and the present disclosure does not limit this.

[0058] In some embodiments, the target advertisement delivery area may refer to the area where group A of people in the AB experiment in the advertisement delivery effect evaluation process is located.

[0059] In step S2, a control area of ​​the delivery area is determined.

[0060] In some embodiments, the target advertisement delivery area may refer to the area where group B of people in the AB experiment in the advertisement delivery effect evaluation process is located.

[0061] In some embodiments, the target advertisement delivery area may refer to a square, a community, a shopping mall, etc., and the present disclosure does not limit this.

[0062] Generally speaking, in order to ensure the readiness of the evaluation of the effect of advertising, the AB experiment requires that the people in the A and B groups, except for the difference in advertising coverage, should be as consistent as possible in other aspects, such as regional attributes, age distribution, consumption level distribution and occupation distribution of the people in the region, etc. In some embodiments, if the delivery area is a community, the control area is also a community, if the delivery area is a square, the control area should also be a square, and so on, and the present disclosure does not limit this.

[0063] In order to accurately find the group B population, the following method can be used to determine: obtain the regional attributes of the delivery area and the regional attributes of the target area; if the distance between the target area and the delivery area is greater than the second distance threshold, and the regional attributes of the target area are the same as the regional attributes of the delivery area, then the target area is the control area.

[0064] Among them, regional attributes may include: at least one of the following attributes: age attribute of the population, occupation attribute of the population, population density, average housing price of the region, total residential area of ​​the region, etc., but the present disclosure does not impose any restrictions on this. Any regional attribute that can ensure that the attributes of the population in the control area are roughly the same as those of the population in the delivery area (such as consumption level, aesthetic concept, life needs, etc.) is within the protection scope of the present disclosure.

[0065] Among them, the age attribute of the crowd may refer to information such as average age or age distribution, and the occupational attribute of the crowd may refer to occupational distribution (for example, mainly bosses, white-collar workers, blue-collar workers, etc.), and the present disclosure does not impose any restrictions on this.

[0066] In step S3, a first group of people whose distance from the delivery area within the target time is less than or equal to a first distance threshold is determined.

[0067] In some embodiments, the first group of people may be determined from target users.

[0068] The target user may refer to a user whose positioning information has been obtained, such as a user using a navigation map, a user using a product review software, etc., and the present disclosure does not impose any restrictions on this.

[0069] In some embodiments, determining the first group of people whose distance from the delivery area within the target time is less than or equal to a first distance threshold may include the following steps: obtaining target positioning information of the target user within the target time; and determining the first group of people whose distance from the delivery area is less than or equal to the first distance threshold based on the target positioning information.

[0070] The target location information of the target user within the target time can be obtained from the target application. For example, when the user is running, the XX application can collect the user's location information, wherein the location information of the target user can refer to the latitude and longitude information, which is not limited in the present disclosure.

[0071] In some embodiments, the location information of the delivery area can be obtained, and then a first group of target users whose distance from the delivery area is less than or equal to a first distance threshold is determined based on the location information of the delivery area and the location information of the target user. The location information of the delivery area can also include the latitude and longitude information of the delivery area, which is not limited in the present disclosure.

[0072] It is understandable that for a single user, there may be multiple positioning information within the target time. In addition, if the time interval for collecting positioning information is short, the distances between multiple positionings of the target user within the target time may be relatively close. In order to reduce the amount of calculation as much as possible, the following method can be used to filter multiple positioning information of a single user.

[0073] Assuming that the target users include the first target user, at least one positioning information of the first target user within the target time can be obtained; and the positioning information of the at least one positioning information of the first target user whose mutual distance is less than the third distance threshold is merged. The third distance threshold may refer to the distance error that can be accepted by this AB experiment, such as 0 to 15 meters.

[0074] In some embodiments, merging positioning information in at least one positioning information whose mutual distance is less than a third distance threshold may include the following steps: selecting any target location in at least one positioning information; and deleting positioning information in at least one positioning information whose distance to the target location is less than the third distance threshold.

[0075] By taking users whose distance from the delivery area is less than or equal to the first distance threshold as the first group, it can be ensured as much as possible that the first group has watched the target advertisement.

[0076] In step S4, a second group of people whose distance from the control area within the target time is less than or equal to the first distance threshold is determined.

[0077] In some embodiments, the second group of people may also be determined from the target users.

[0078] The target user may refer to a user whose location information has been obtained, but the present disclosure does not limit this.

[0079] In some embodiments, determining the second population whose distance from the control area within the target time is less than or equal to the first distance threshold may include the following steps: obtaining target positioning information of the target user within the target time; and determining the second population whose distance from the control area is less than or equal to the first distance threshold based on the target positioning information.

[0080] The target location information of the target user within the target time can be obtained from the target application. For example, with the user's permission, the XX application can collect the user's location information, wherein the target user's location information can refer to longitude and latitude information, which is not limited in the present disclosure.

[0081] In some embodiments, the location information of the control area can be obtained, and then the second group of people whose distance from the control area is less than or equal to the first distance threshold is determined among the target users based on the location information of the control area and the location information of the target user. The location information of the control area can also include the longitude and latitude information of the control area, which is not limited by the present disclosure.

[0082] It is understandable that for a single user among the target users, there may be multiple positioning information within the target time. In addition, if the time interval for collecting positioning information is short, the distances between multiple positionings of the target user within the target time may be relatively close. In order to reduce the amount of calculation as much as possible, the following method can be used to filter multiple positioning information of a single user.

[0083] Assuming that the target users include the first target user, at least one positioning information of the first target user within the target time can be obtained; and the positioning information of the at least one positioning information of the first target user whose mutual distance is less than the third distance threshold is merged. The third distance threshold may refer to the distance error that can be accepted by this AB experiment, such as 0 to 15 meters.

[0084] In some embodiments, merging positioning information in at least one positioning information whose mutual distance is less than a third distance threshold may include the following steps: selecting any target location in at least one positioning information; and deleting positioning information in at least one positioning information whose distance to the target location is less than the third distance threshold.

[0085] By setting a control area far enough from the delivery area and taking users whose distance from the control area is less than or equal to the first distance threshold as the second group, it can be ensured as much as possible that the second group has not viewed the target advertisement.

[0086] In step S5, a first conversion amount of the first group of people and a second conversion amount of the second group of people are determined for the target advertisement, so as to determine a target conversion amount of the target advertisement based on the first conversion amount and the second conversion amount.

[0087] In some embodiments, the first conversion volume of the first group of people for the target advertisement (i.e., the group of people in the first group who converted the advertisement into actual purchase, click, etc. after seeing the target advertisement) can be counted. The second conversion volume of the second group of people for the target advertisement (i.e., the group of people in the second group of people who purchased, clicked, etc. related to the target advertisement without seeing the advertisement) can also be counted, and then the target conversion volume of the target advertisement is determined based on the first conversion volume and the second conversion volume.

[0088] For example, after determining the first conversion amount of the first population and the second conversion amount of the second population, the conversion amount difference between the first conversion amount and the second conversion amount is determined, and then the population conversion amount of the target advertisement is determined based on the conversion amount difference. It can be understood that, except for the advertisement coverage, the first population and the second population are kept consistent as much as possible. Among them, the first conversion amount of the first population represents the population conversion amount after the population sees the target advertisement, and the second conversion amount of the second population represents the population conversion amount after the population does not see the advertisement. If the first conversion amount is subtracted from the second conversion amount, the conversion amount promoted by the target advertisement can be calculated, and then a quantitative evaluation of the delivery effect of the target advertisement can be performed.

[0089] In some embodiments, since the target users (including the first group and the second group) can purchase the target products involved in the target advertisement through the target application (such as XX shopping platform), the purchase records of the first group and the second group on the target products can be obtained from the target application, and the first conversion volume of the first group for the target advertisement and the second conversion volume of the second group for the target advertisement can be determined based on the purchase records. Compared with offline surveys, questionnaire collection and other methods, this method can not only improve the accuracy of advertising evaluation, but also save manpower and material resources.

[0090] The technical solution provided in this embodiment, on the one hand, determines a control area with the same regional attributes as the target advertisement delivery area to ensure that the attributes of the first group of people and the second group of people are the same (for example, age, occupation, income, etc.), and the target conversion volume of the target advertisement is evaluated based on the first group of people and the second group of people, which can provide the accuracy of the advertisement evaluation; on the other hand, the purchase records of the first group of people and the second group of people regarding the goods involved in the target advertisement are directly obtained from the target application, which can not only accurately obtain the purchase records, but also save manpower and material resources.

[0091] Figure 4 The present invention is a flow chart of a method for screening multiple positioning information of a single user according to an exemplary embodiment.

[0092] refer to Figure 4 , the above method may include the following steps.

[0093] In step S401, i=1.

[0094] In some embodiments, i may be a set cycle parameter, which is not limited in the present disclosure.

[0095] In step S402, m pieces of positioning information of the first target user within a target time are obtained.

[0096] Wherein, m is a positive integer greater than or equal to 1.

[0097] In step S403, a target location is arbitrarily selected from the m locations.

[0098] In some embodiments, the target location may be randomly selected or may be a point among densely located locations.

[0099] In step S404, the positioning information whose distance to the target positioning is less than a third distance threshold is deleted.

[0100] In some embodiments, if there is a positioning point whose distance from the target positioning is less than the third distance threshold, then the positioning point can be deleted to reduce invalid positioning information as much as possible, thereby reducing computing resources and improving computing efficiency.

[0101] In step S405, it is determined whether i is less than or equal to a target threshold.

[0102] In some embodiments, the target threshold may refer to a manually set parameter, for example, it may be set according to the location of the first target user. Figure 5 FIG. 4 is a location distribution (represented by the center of a circle) of a first target user according to an exemplary embodiment.

[0103] If it is observed that the first target user's location is mainly concentrated in 2 places, the target threshold can be set to a positive integer greater than 2. If the first target user's location is mainly concentrated in 5 places, the target threshold can be set to a positive integer greater than 5. It can be understood that the present disclosure does not limit the setting method of the target threshold.

[0104] In step S406, let i=i+1.

[0105] In step S407, end.

[0106] In some other embodiments, it is also possible to Figure 5 The illustrated embodiment filters the location information of the first target user.

[0107] like Figure 5 As shown, it can be Figure 5 The grid-shaped circle center in the figure is used as the target location, and the hollow circle center can be used as the other location of the first target user. Figure 5 In the embodiment shown, any five positions can be selected as target positions, and then a target circle is drawn with the target position as the center and R as the radius, and finally the positioning information (i.e., the hollow center) in the target circle except the target position is deleted.

[0108] The technical solution provided in this embodiment can reduce the number of positioning of the first user, improve the calculation speed, and save computing resources by deleting the similar positioning information of the first user within the target time.

[0109] Figure 6 yes Figure 3 Flowchart of step S3 in an exemplary embodiment.

[0110] In some embodiments, the first group of people may be determined from target users.

[0111] refer to Figure 6 , the above step S3 may include the following steps.

[0112] In step S31, the location information of the delivery area is determined, and the location information includes longitude and latitude information.

[0113] In step S32, a location hash area of ​​the delivery area and a location hash code of the location hash area are determined according to the latitude and longitude information of the delivery area.

[0114] In some embodiments, the location hash area where the delivery area is located can be determined by a Geohsah (location hash) algorithm.

[0115] In some embodiments, Geohash may divide the entire map or a certain map into regions obtained by segmenting the map, and each divided region has the same hash number.

[0116] In some embodiments, a Geohash algorithm with a target bit (e.g., 6 bits) can be used to divide the target map (including maps of the delivery area and the control area, and the specific accuracy can be set as needed) and then determine the location hash area of ​​the delivery area.

[0117] In step S33, a neighboring area adjacent to the location hash area of ​​the delivery area is determined.

[0118] like Figure 7 As shown, assuming that the location hash region where the delivery area 701 is located is in region A, then the neighboring regions adjacent to the location hash region A may be regions B1 to B8 connected to the edges or points of the location hash region.

[0119] Through the above steps, the area scope of the delivery area can be further narrowed.

[0120] In step S34, the target location information of the target user within the target time is obtained.

[0121] In step S35, the first group of people is determined in the location hash area and the adjacent area according to the target positioning information.

[0122] The technical solution provided in this embodiment first determines the adjacent areas of the location hash area through the hash area segmented by the Geohash algorithm, and then further determines the first group of people based on the positioning information in the location hash area and the adjacent areas. This method can not only ensure that the first group of people is close enough to the delivery area (making the first group of people have a high enough probability of having watched the target advertisement), but also further narrow the number of the first group of people through the location hash area and the adjacent areas, which can reduce the number of positioning, improve the calculation speed, and save computing resources.

[0123] Figure 8 is a block diagram of a device for determining an advertisement conversion amount according to an exemplary embodiment. Figure 8 The advertising conversion amount determination device 800 provided in the embodiment of the present disclosure may include: a delivery area determination module 801, a control area determination module 802, a first group determination module 803, a second group determination module 804 and a conversion amount acquisition module 805.

[0124] Among them, the delivery area determination module 801 can be configured to obtain the delivery area of ​​the target advertisement and the target time for delivering the target advertisement; the control area determination module 802 can be configured to determine the control area of ​​the delivery area; the first population determination module 803 can be configured to determine a first population whose distance from the delivery area is less than or equal to a first distance threshold within the target time; the second population determination module 805 can be configured to determine a second population whose distance from the control area is less than or equal to the first distance threshold within the target time; the conversion volume acquisition module 806 can be configured to determine a first conversion volume of the first population and a second conversion volume of the second population for the target advertisement, so as to determine the target conversion volume of the target advertisement based on the first conversion volume and the second conversion volume.

[0125] In some embodiments, the control region determination module 802 may include: a region attribute determination unit and a region attribute comparison unit.

[0126] Among them, the regional attribute determination unit can be configured to obtain the regional attributes of the delivery area and the regional attributes of the target area; the regional attribute comparison unit can be configured that if the distance between the target area and the delivery area is greater than a second distance threshold, and the regional attribute of the target area is the same as the regional attribute of the delivery area, then the target area is the control area.

[0127] In some embodiments, the area attributes include: at least one of: household age attribute, household occupation attribute, household population density, community average housing price, and community total residential area.

[0128] In some embodiments, the first group of people is determined from target users.

[0129] In some embodiments, the first crowd determination module 803 may include: a target positioning information acquisition unit and a distance judgment unit.

[0130] Among them, the target positioning information acquisition unit can be configured to obtain the target positioning information of the target user within the target time; the distance judgment unit can be configured to determine the first group of people whose distance to the delivery area is less than or equal to the first distance threshold according to the target positioning information.

[0131] In some embodiments, the target user includes a first target user.

[0132] In some embodiments, the distance determination unit may include: at least one positioning information acquisition subunit and a merging subunit.

[0133] Among them, the at least one positioning information acquisition subunit can be configured to obtain at least one positioning information of the first target user within the target time; the merging subunit can be configured to merge the positioning information of the at least one positioning information whose mutual distance is less than a third distance threshold.

[0134] In some embodiments, the merging of sub-units may include: target positioning to obtain grandchild units and deleting grandchild units.

[0135] Among them, the target positioning acquisition grandchild unit can be configured to select any target positioning from the at least one positioning information; the deletion grandchild unit can be configured to delete the positioning information in the at least one positioning information whose distance from the target positioning is less than the third distance threshold.

[0136] In some embodiments, the first group of people is determined from target users.

[0137] In some embodiments, the first crowd determination module 803 may include: a location information determination unit, a location hash area determination unit, a neighboring area determination unit, a target positioning information acquisition unit, and a first crowd acquisition unit.

[0138] Among them, the location information determination unit can be configured to determine the location information of the delivery area, and the location information includes longitude and latitude information; the location hash area determination unit can be configured to determine the location hash area of ​​the delivery area and the location hash code of the location hash area according to the longitude and latitude information of the delivery area; the adjacent area determination unit can be configured to determine the adjacent area adjacent to the location hash area of ​​the delivery area; the target positioning information acquisition unit can be configured to acquire the target positioning information of the target user within the target time; the first population acquisition unit can be configured to determine the first population in the location hash area and the adjacent area according to the target positioning information.

[0139] Since the various functional modules of the advertisement conversion amount determination device 800 of the exemplary embodiment of the present disclosure correspond to the steps of the exemplary embodiment of the advertisement conversion amount determination method described above, they will not be described in detail here.

[0140] Through the description of the above implementation methods, it is easy for those skilled in the art to understand that the example implementation methods described here can be implemented by software, or by combining software with necessary hardware. Therefore, the technical solution of the embodiment of the present disclosure can be embodied in the form of a software product, which can be stored in a non-volatile storage medium (which can be a CD-ROM, a USB flash drive, a mobile hard disk, etc.), including a number of instructions for a computing device (which can be a personal computer, a server, a mobile terminal, or a smart device, etc.) to execute the method according to the embodiment of the present disclosure, for example Figure 3 One or more of the steps shown.

[0141] In addition, the above-mentioned figures are only schematic illustrations of the processes included in the method according to the exemplary embodiments of the present disclosure, and are not intended to be limiting. It is easy to understand that the processes shown in the above-mentioned figures do not indicate or limit the time sequence of these processes. In addition, it is also easy to understand that these processes can be performed synchronously or asynchronously, for example, in multiple modules.

[0142] Those skilled in the art will readily appreciate other embodiments of the present disclosure after considering the specification and practicing the disclosure disclosed herein. The present disclosure is intended to cover any variations, uses, or adaptations of the present disclosure that follow the general principles of the present disclosure and include common knowledge or customary technical means in the art that are not applied for by the present disclosure. The specification and embodiments are to be regarded as exemplary only, and the true scope and spirit of the present disclosure are indicated by the claims.

[0143] It should be understood that the present disclosure is not limited to the detailed structures, drawings or implementations shown herein, but rather the present disclosure is intended to cover various modifications and equivalent arrangements included within the spirit and scope of the appended claims.

Claims

1. A method for determining advertisement conversion amount, characterized in that: include: Obtaining a target advertisement delivery area and a target time for delivering the target advertisement; Acquire the regional attributes of the delivery area and the regional attributes of the target area, wherein the regional attributes include: at least one of the age attribute of the population, the occupation attribute of the population, population density, the average housing price of the region, and the total residential area of ​​the region; wherein the age attribute of the population refers to the average age or age distribution, and the occupation attribute of the population refers to the occupation distribution; If the distance between the target area and the delivery area is greater than a second distance threshold, and the area attribute of the target area is the same as the area attribute of the delivery area, then the target area is a control area; Determine a first group of people whose distance from the delivery area is less than or equal to a first distance threshold within the target time; determining a second group of people whose distance from the control area is less than or equal to the first distance threshold within the target time; Determine a first conversion amount of the first group of people and a second conversion amount of the second group of people for the target advertisement, so as to determine a target conversion amount of the target advertisement based on the first conversion amount and the second conversion amount; The first group of people is determined from target users; wherein determining the first group of people whose distance from the delivery area within the target time is less than or equal to a first distance threshold comprises: Determine the location information of the delivery area, wherein the location information includes longitude and latitude information; Determine a location hash area of ​​the delivery area and a location hash code of the location hash area according to the latitude and longitude information of the delivery area; Determine a neighboring area adjacent to the location hash area of ​​the delivery area; Acquire target location information of the target user within the target time; Determine the first group of people in the location hash area and the adjacent area according to the target positioning information; Wherein, determining the target conversion amount of the target advertisement based on the first conversion amount and the second conversion amount includes: determining a conversion amount difference between the first conversion amount and the second conversion amount; The conversion volume of the target advertisement among different groups is determined according to the conversion volume difference.

2. The method according to claim 1, characterized in that: The first group of people is determined from target users; wherein determining the first group of people whose distance from the delivery area within the target time is less than or equal to a first distance threshold includes: Acquire target location information of the target user within the target time; Determine, according to the target positioning information, a first group of people whose distance from the delivery area is less than or equal to the first distance threshold.

3. The method according to claim 2, characterized in that: The target user includes a first target user; wherein determining a first group of people whose distance from the delivery area is less than or equal to the first distance threshold according to the target positioning information includes: Acquire at least one location information of the first target user within the target time; The positioning information whose mutual distance in the at least one positioning information is less than a third distance threshold is merged.

4. The method according to claim 3, characterized in that: Merging the positioning information whose mutual distance in the at least one positioning information is less than a third distance threshold, comprising: Selecting a target location from the at least one location information; The positioning information whose distance from the target positioning is less than the third distance threshold in the at least one positioning information is deleted.

5. A device for determining advertisement conversion amount, characterized in that: include: A delivery area determination module, configured to obtain a delivery area for a target advertisement and a target time for delivering the target advertisement; a control area determination module, configured to obtain the regional attributes of the delivery area and the regional attributes of the target area, wherein the regional attributes include: at least one of the age attribute of the population, the occupation attribute of the population, the population density, the average housing price of the region, and the total residential area of ​​the region; wherein the age attribute of the population refers to the average age or age distribution, and the occupation attribute of the population refers to the occupation distribution; if the distance between the target area and the delivery area is greater than a second distance threshold, and the regional attribute of the target area is the same as the regional attribute of the delivery area, then the target area is the control area; A first group determination module, configured to determine a first group of people whose distance from the delivery area is less than or equal to a first distance threshold within the target time; A second population determination module, configured to determine a second population whose distance from the control area is less than or equal to the first distance threshold within the target time; a conversion volume acquisition module, configured to determine a first conversion volume of the first group of people and a second conversion volume of the second group of people for the target advertisement, so as to determine a target conversion volume of the target advertisement based on the first conversion volume and the second conversion volume; The first group of people is determined from target users; wherein determining the first group of people whose distance from the delivery area within the target time is less than or equal to a first distance threshold comprises: Determine the location information of the delivery area, wherein the location information includes longitude and latitude information; Determine a location hash area of ​​the delivery area and a location hash code of the location hash area according to the latitude and longitude information of the delivery area; Determine a neighboring area adjacent to the location hash area of ​​the delivery area; Acquire target location information of the target user within the target time; Determine the first group of people in the location hash area and the adjacent area according to the target positioning information; Wherein, determining a target conversion amount of the target advertisement based on the first conversion amount and the second conversion amount includes: determining a conversion amount difference between the first conversion amount and the second conversion amount; The conversion volume of the target advertisement among different groups is determined according to the conversion volume difference.

6. An electronic device, characterized in that: include: one or more processors; a storage device for storing 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 method according to any one of claims 1 to 4.

7. A computer-readable storage medium having a computer program stored thereon, characterized in that: When the program is executed by a processor, the method according to any one of claims 1 to 4 is implemented.

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