A copywriting generation and delivery method, device, electronic device and medium

Abstract

The present invention provides a method, device, electronic device and medium for generating and delivering copywriting, the method comprising: generating personalized rights and interests display about a user; generating copywriting about the user according to the personalized rights and interests display; predicting the probability of the user clicking on the copywriting in each distribution channel; and executing copywriting delivery according to the click probability. The present invention can generate copywriting in an intelligent, diversified and targeted manner, can improve the effectiveness of channel push, reduce the push of invalid channels, reduce the push cost, and can maximize the overall click rate of the copywriting.

Description

Technical Field

[0001] The present invention relates to a copy promotion method, and in particular to a copy generation and delivery method, device, electronic equipment and medium. Background Art

[0002] In marketing scenarios, if we want to give users a coupon, in addition to issuing it to the user's account, we will also inform the user by displaying a certain copy through multiple channels. The traditional method of displaying copy is to prepare it in advance, and all users are given the same copy. The channels are all-reaching, including SMS, in-site letters, and push push. On the one hand, this method does not attract users to click on the copy to further learn about the coupon information, and on the other hand, the omni-channel reach is also a disturbance to users. Therefore, it is necessary to design a more efficient copy generation and delivery method that is free from the long process of manually creating copy and the delivery of ineffective channels. Summary of the invention

[0003] In view of the above-mentioned shortcomings of the prior art, an object of the present invention is to provide a method, device, electronic device and medium for generating and delivering text, so as to solve the problem that the prior art cannot generate and deliver text intelligently and effectively.

[0004] To achieve the above-mentioned purpose and other related purposes, the present invention provides a copywriting generation and delivery method, including: generating a personalized rights display for a user; generating a copywriting about the user based on the personalized rights display; predicting the click probability of the user on the copywriting in each distribution channel; and executing copywriting delivery based on the click probability.

[0005] In some embodiments, generating a personalized benefit display for a user includes: generating personalized benefits for the user based on the user's historical consumption behavior; and generating at least one personalized benefit display for realizing the personalized benefits based on the personalized benefits.

[0006] In some embodiments, generating personalized rights and interests about the user based on the user's historical consumption behavior includes: predicting the user's purchase probability of designated goods based on the user's historical consumption behavior; predicting the increase in the user's purchase probability after obtaining a coupon for the designated goods compared to not obtaining the coupon based on the user's historical consumption behavior; generating the user's personalized rights and interests about the designated goods based on the purchase probability and / or the purchase probability increase value.

[0007] In some embodiments, the method further includes: generating a copy about the user based on the basic information of the user, the personalized benefits display, and the current business scenario.

[0008] In some embodiments, the predicting of the click probability of the user on the copy in each of the distribution channels includes: predicting the click probability of the user on the copy in each of the distribution channels based on the user's historical copy clicking behavior, combined with the user's portrait features, distribution channel features, copy features of the copy, and business scenario features.

[0009] In some embodiments, the restrictive conditions for executing the copy delivery include: Condition 1: the sum of the click probabilities of the users for the copy in the corresponding distribution channel is the largest; Condition 2: the total cost of delivering the copy in the corresponding distribution channel is less than the preset total budget.

[0010] In some embodiments, copy delivery is performed according to the following objective function:

[0011]

[0012]

[0013] Among them, the objective function represents maximizing the sum of the click probabilities of the users for the assigned copy in the corresponding distribution channel; i represents the user number, j represents the copy number, k represents the distribution channel number; p ijk represents the probability of the i-th user clicking on the j-th copy from the k-th distribution channel; ijk Indicates whether the kth distribution channel is used to assign the jth copy to the i-th user, a ijk When it is 1, it means that the i-th user uses the k-th distribution channel to distribute the j-th copy. ijk When it is 0, it means that the i-th user does not use the k-th distribution channel to distribute the j-th copy; Represents the total number of distribution channels allocated to the i-th user; represents the total number of copies distributed by the i-th user; Money represents the total budget, and c k represents the cost of using the kth distribution channel, Represents the total cost.

[0014] In order to achieve the above-mentioned purpose and other related purposes, the present invention also provides a copy generation and delivery device, including: a personalized rights display generation module, used to generate a personalized rights display for a user; a copy generation module, used to generate a copy about the user based on the personalized rights display; a click probability prediction module, used to predict the click probability of the user on the copy in each distribution channel; a copy delivery module, used to execute copy delivery according to the click probability.

[0015] To achieve the above-mentioned purpose and other related purposes, the present invention also provides a computer-readable storage medium on which a computer program is stored, and when the program is executed by a processor, the copywriting generation and delivery method as described in any of the above items is implemented.

[0016] To achieve the above-mentioned purpose and other related purposes, the present invention also provides an electronic device, including: a processor and a memory, wherein the memory is used to store a computer program, and the processor is used to execute the computer program stored in the memory, so that the electronic device executes the copy generation and delivery method as described in any one of the above.

[0017] As described above, the present invention discloses a method, device, electronic device and medium for generating and delivering copywriting, the method comprising: generating personalized rights and interests display about a user; generating copywriting about the user according to the personalized rights and interests display; predicting the probability of the user clicking on the copywriting in each distribution channel; and executing copywriting delivery according to the click probability. The present invention can generate copywriting in an intelligent, diversified and targeted manner, can improve the effectiveness of channel push, reduce the push of invalid channels, reduce the push cost, and can maximize the overall click rate of the copywriting. BRIEF DESCRIPTION OF THE DRAWINGS

[0018] Figure 1 Shown is a schematic flow chart of a copywriting generation and delivery method of the present invention in a specific embodiment.

[0019] Figure 2 Shown is a schematic diagram of the composition of the text generation and delivery device of the present invention in a specific embodiment. DETAILED DESCRIPTION

[0020] The following describes the embodiments of the present invention by specific examples, and those skilled in the art can easily understand other advantages and effects of the present invention from the contents disclosed in this specification. The present invention can also be implemented or applied through other different specific embodiments, and the details in this specification can also be modified or changed in various ways based on different viewpoints and applications without departing from the spirit of the present invention. It should be noted that the following embodiments and features in the embodiments can be combined with each other without conflict.

[0021] It should be noted that the illustrations provided in the following embodiments are only used to illustrate the basic concept of the present invention in a schematic manner, and thus the illustrations only show components related to the present invention rather than being drawn according to the number, shape and size of components in actual implementation. In actual implementation, the type, quantity and proportion of each component may be changed arbitrarily, and the component layout may also be more complicated.

[0022] In online marketing, the effectiveness of copywriting is usually reflected in the probability of users clicking on the copy. The greater the probability of users clicking on the copy, the higher the effectiveness of the copy. Therefore, it is necessary to generate personalized copy and deliver it precisely for users in order to greatly increase the probability of users clicking on the copy.

[0023] See also Figure 1 , which is a schematic diagram showing the flow of the copywriting generation and delivery method of the present invention in a specific embodiment.

[0024] The copywriting generation and delivery method S1 includes:

[0025] S11: Generate a personalized rights display for the user; specifically, generate personalized rights for the user based on the user's historical consumption behavior; generate at least one personalized rights display for realizing the personalized rights based on the personalized rights. The user's historical consumption behavior, for example, includes the price of the product when the user purchased the product, the coupon used by the user when purchasing the product, the frequency of the user's purchase of the product, the time when the user purchased the product, etc.

[0026] The personalized benefits may include a discount amount, such as a 3 yuan discount, a 5 yuan discount, and a 10 yuan discount.

[0027] The generation of the personalized benefits includes, for example, the following steps:

[0028] Predict the user's purchase probability of a specified product based on the user's historical consumption behavior;

[0029] Based on the user's historical consumption behavior, predict the purchase probability increase value of the user after obtaining the coupon for the specified product compared to before obtaining the coupon;

[0030] The personalized rights and interests of the user regarding the designated product are generated according to the purchase probability and / or the purchase probability enhancement value.

[0031] In some embodiments, the personalized rights and interests of the user regarding the designated product are generated according to the purchase probability. Specifically, for example, the purchase probability of a user for a certain product is predicted, and all users with a probability lower than 0.2 are given a 10 yuan discount.

[0032] In some embodiments, the personalized rights and interests of the user regarding the specified product are generated based on the purchase probability improvement value. That is, the user's sensitivity to coupons in a certain scenario is predicted, that is, the degree of improvement in the probability of the user receiving a coupon of a specified amount compared to without a coupon. If it exceeds a certain threshold, the user is given an amount. For example, after receiving a 10 yuan discount, the user's purchase probability of a certain product increases by 0.6 compared to when there is no discount, exceeding the threshold of 0.5, and the user is given a 10 yuan discount on the product.

[0033] The personalized rights display refers to the way in which the personalized rights are displayed to the user in the copy. For example, if the personalized rights are a 10 yuan discount, the personalized rights display corresponding to the personalized rights may include: instant discount of 10 yuan, 10% discount up to 10 yuan, 10 yuan discount for purchases over 10 yuan, 10 yuan discount for the second item, and 10 yuan discount for purchases over 2 items, etc.

[0034] S12: Generate a copy about the user according to the personalized benefit display; in some embodiments, generate multiple copies about the user according to the basic information of the user, the personalized benefit display and the current business scenario (business scenarios include, for example, weather, whether it is a weekend or a weekday, whether it is a holiday, whether it is a special time such as a company anniversary, etc.);

[0035] In some embodiments, the generated copy includes a personalized name for the user, and the personalized name for the user is generated according to the basic information of the user; wherein the basic information of the user includes at least one of the following: the surname of the user, the age of the user, the occupation of the user, and the gender of the user. For example, according to the surname and gender, the generated personalized name is "Mr. Huang" or "Ms. Chen". The personalized name generated according to the occupation is "Teacher Chen", "Manager Wu" or "Lawyer Zhao", etc. For example, personalized names such as "little brother" or "little sister" can also be generated according to age and gender. The current business scenario, for example, includes the current weekend time period, the current weekday time period, the current company anniversary event time period, the current National Day holiday time period, or the current specified season (spring, summer, autumn or winter). And a variety of copy about the user can be randomly generated according to the basic information of the user, the personalized rights display, and the current business scenario. For example, in a specific embodiment, the basic information of the user includes: the surname is Huang, the gender is male, the age is 50 years old, and the occupation is a teacher. The personalized rights display includes: an instant discount of 10 yuan, a 10% discount with a maximum discount of 10 yuan, and a discount of 10 yuan for two items. The current business scenario is the weekend. The basic information of the user and the personalized rights display are randomly combined, and combined with the current business scenario, the generated copy about the user is, for example: "Mr. Huang, weekend travel, an instant discount of 10 yuan coupon has been received", "My friend, weekend travel, 10% discount coupon has been received, up to 10 yuan can be reduced", "My friend, weekend travel, an instant discount of 10 yuan coupon has been received", "Mr. Huang, weekend travel, an instant discount of 10 yuan coupon has been received" and "Mr. Huang, weekend travel, buy two weekend travel cards, you can get an instant discount of 10 yuan", etc.

[0036] Through the above-mentioned copywriting generation method, the copywriting corresponding to each user can be automatically generated in a diversified and personalized manner, thereby improving the efficiency and effectiveness of copywriting generation.

[0037] S13: Predict the probability of the user clicking on the copy in each distribution channel; in some embodiments, based on the user's historical copy clicking behavior, combined with the user's portrait features, distribution channel features, copy features generated about the user's copy, and business scenario features, predict the user's click probability on the copy in each distribution channel; in some embodiments, the click probability is the probability of any click behavior generated by the user on the copy. In other embodiments, the copy includes a benefit link (for example, a coupon acquisition port), and the click probability is the click probability of the user clicking on the benefit link in the copy. The distribution channels include, for example, text messages, station letters, emails, in-app message pushes, and web page pushes.

[0038] Among them, the user's portrait features include at least one of the following: the user's age, occupation, zodiac sign, cumulative number of completed orders, cumulative payment amount, cumulative discounts used, cumulative discount amount received, order information of the first order, order information of the last order, source of the first completed order, source of the last completed order, number of available coupons in the account, number of used coupons, and number of completed orders on historical working days.

[0039] The distribution channel characteristics include at least one of the following: the channel's push volume, the ratio of the channel's push volume to the total channel's push volume, the channel's reach rate, the ratio of the channel's effective reach rate in each time period, the reach rate within the most recent specified number of pushes, the reach rate within the most recent specified time, the copy features of the copy used for effective reach within the most recent specified number of pushes, and the copy features of the copy used for effective reach within the most recent specified time. Among them, the channel's push volume is the total number of copies pushed by the distribution channel, and the channel's reach rate refers to the probability that the user successfully receives the copy when the copy is pushed through the distribution channel. (In actual operation, the user may not be reached due to reasons such as refusing to receive message pushes). The effective reach rate of the channel is, for example, the probability that the user obtains the rights and interests corresponding to the copy after receiving the copy pushed through the distribution channel, or the probability that the user uses the rights and interests corresponding to the copy to carry out consumption behavior after receiving the copy pushed through the distribution channel.

[0040] The copywriting features include at least one of the following: a personalized name for the user, whether the personalized rights and interests have a threshold, and whether the discounts corresponding to the personalized rights and interests can be enjoyed all at once. For example, personalized rights and interests with thresholds are displayed as follows: "10 yuan off for purchases over 10 yuan", "10 yuan discount for the second item", "10 yuan discount for 2 items", and "10% discount for 2 items, up to 10 yuan". For personalized rights and interests without thresholds, they are displayed as follows: "Instant discount of 10 yuan" and "10% discount, up to 10 yuan". For personalized rights and interests that can be enjoyed all at once, for example, "10 yuan off for purchases over 10 yuan", and for personalized rights and interests that cannot be enjoyed all at once, for example, "3 yuan off for the first purchase and 7 yuan off for the second purchase".

[0041] The business scenario features include at least one of the following: weekend reach rate, new business promotion reach rate, weekday reach rate, and discount amount reach rate. The weekend reach rate is the probability that the user successfully receives the copy pushed on the weekend. The weekday reach rate is the probability that the user successfully receives the copy pushed on the weekday. The new business promotion reach rate is the probability that the user successfully receives the copy when the copy is a new business promotion copy. The discount amount reach rate is the probability that the user successfully receives the copy when the discount amount is a specified amount.

[0042] In some embodiments, a neural network model for the click probability can be formed based on the user's historical copy click behavior, where the user's historical copy click behavior includes, for example, the clicks of users with different user profile features on the copy with specified copy features and specified business scenario features sent by each distribution channel in the previous period of time (e.g., the previous month). The currently obtained user portrait features, distribution channel features, and the copy features and business scenario features generated for the user's copy are input into the neural network model to predict the user's click probability on each copy in each distribution channel.

[0043] S14: Execute copy delivery according to the click probability.

[0044] In some embodiments, the restrictive conditions for executing the copy delivery include: Condition 1: the sum of the click probabilities of the users for the copy in the corresponding distribution channel is the largest; Condition 2: the total cost of delivering the copy in the corresponding distribution channel is less than the preset total budget.

[0045] In a specific embodiment, the copywriting is delivered according to the following objective function:

[0046]

[0047]

[0048] Among them, the objective function represents maximizing the sum of the click probabilities of all users for their assigned copywriting in different distribution channels; i represents the user ID, j represents the copywriting ID, k represents the distribution channel ID; p ijk represents the probability of the i-th user clicking on the j-th copy from the k-th distribution channel, and the p ijk It can be obtained through the prediction of the above-mentioned neural network model of click probability; the a ijk Indicates whether the kth distribution channel is used to assign the jth copy to the i-th user, a ijk When it is 1, it means that the i-th user uses the k-th distribution channel to distribute the j-th copy. ijk When it is 0, it means that the i-th user does not use the k-th distribution channel to distribute the j-th copy; Represents the total number of distribution channels allocated to the i-th user; represents the total number of copies distributed by the i-th user; Money represents the total budget, and c k represents the cost of using the kth distribution channel, Represents the total cost.

[0049] The objective function has four constraints. The first constraint is It means that the i-th user uses at least 1 and at most h distribution channels. The second constraint is It means that there is only one copy for the i-th user, and there is no situation where multiple copies are used at the same time. The third constraint The total cost of all distribution channels must be less than the total budget, which can better control the cost of copywriting. The fourth constraint condition indicates that a ijk The value of can only be 0 or 1 as mentioned above. The copy delivery method of the present invention can automatically generate copy in an intelligent and personalized manner, improve the efficiency of copy generation and make the content of the copy more targeted. The copy delivery method of the present invention can also avoid delivery through invalid channels. The present invention can maximize the overall click rate of the copy.

[0050] See also Figure 2 , which is a schematic diagram showing the composition of the copywriting generation and delivery device of the present invention in a specific embodiment. The copywriting generation and delivery device 1 comprises: a personalized rights display generation module 11, a copywriting generation module 12, a click probability prediction module 13 and a copywriting delivery module 14.

[0051] The personalized rights display generation module 11 is used to generate personalized rights display about the user; specifically, based on the user's historical consumption behavior, generate personalized rights about the user; based on the personalized rights, generate at least one personalized rights display that realizes the personalized rights. The user's historical consumption behavior, for example, includes the price of the goods when the user purchased the goods, the coupons used by the user when purchasing the goods, the frequency of the user's purchase of the goods, the time when the user purchased the goods, etc.

[0052] The personalized benefits may include a discount amount, such as a 3 yuan discount, a 5 yuan discount, and a 10 yuan discount.

[0053] The generation of the personalized benefits includes, for example, the following steps:

[0054] Predict the user's purchase probability of a specified product based on the user's historical consumption behavior;

[0055] Based on the user's historical consumption behavior, predict the purchase probability increase value of the user after obtaining the coupon for the specified product compared with not obtaining the coupon;

[0056] The personalized rights and interests of the user regarding the designated product are generated according to the purchase probability and / or the purchase probability enhancement value.

[0057] In some embodiments, the personalized rights and interests of the user regarding the designated product are generated according to the purchase probability. Specifically, for example, the purchase probability of a user for a certain product is predicted, and all users with a probability lower than 0.2 are given a 10 yuan discount.

[0058] In some embodiments, the personalized rights and interests of the user regarding the specified product are generated based on the purchase probability improvement value. That is, the user's sensitivity to coupons in a certain scenario is predicted, that is, the degree of improvement in the probability of the user receiving a coupon of a specified amount compared to without a coupon. If it exceeds a certain threshold, the user is given an amount. For example, after receiving a 10 yuan discount, the user's purchase probability of a certain product increases by 0.6 compared to when there is no discount, exceeding the threshold of 0.5, and the user is given a 10 yuan discount on the product.

[0059] The personalized rights display refers to the way in which the personalized rights are displayed to the user in the copy. For example, if the personalized rights are a 10 yuan discount, the personalized rights display corresponding to the personalized rights may include: instant discount of 10 yuan, 10% discount up to 10 yuan, 10 yuan discount for purchases over 10 yuan, 10 yuan discount for the second item, and 10 yuan discount for purchases over 2 items, etc.

[0060] The copywriting generation module 12 is used to generate a copywriting about the user according to the personalized benefit display; in some embodiments, a variety of copies about the user are generated according to the basic information of the user, the personalized benefit display and the current business scenario.

[0061] In some embodiments, the generated copy includes a personalized name for the user, and the personalized name for the user is generated according to the basic information of the user; wherein the basic information of the user includes at least one of the following: the surname of the user, the age of the user, the occupation of the user, and the gender of the user. For example, according to the surname and gender, the generated personalized name is "Mr. Huang" or "Ms. Chen". The personalized name generated according to the occupation is "Teacher Chen", "Manager Wu" or "Lawyer Zhao", etc. For example, personalized names such as "little brother" or "little sister" can also be generated according to age and gender. The current business scenario, for example, includes the current weekend time period, the current weekday time period, the current company anniversary event time period, the current National Day holiday time period, or the current specified season (spring, summer, autumn or winter). And a variety of copy about the user can be randomly generated according to the basic information of the user, the personalized rights display, and the current business scenario. For example, in a specific embodiment, the basic information of the user includes: the surname is Huang, the gender is male, the age is 50 years old, and the occupation is a teacher. The personalized rights display includes: an instant discount of 10 yuan, a 10% discount with a maximum discount of 10 yuan, and a discount of 10 yuan for two items. The current business scenario is the weekend. The basic information of the user and the personalized rights display are randomly combined, and combined with the current business scenario, the generated copy about the user is, for example: "Mr. Huang, weekend travel, an instant discount of 10 yuan coupon has been received", "My friend, weekend travel, 10% discount coupon has been received, up to 10 yuan can be reduced", "My friend, weekend travel, an instant discount of 10 yuan coupon has been received", "Mr. Huang, weekend travel, an instant discount of 10 yuan coupon has been received" and "Mr. Huang, weekend travel, buy two weekend travel cards, you can get an instant discount of 10 yuan", etc.

[0062] Through the above-mentioned copywriting generation method, the copywriting corresponding to each user can be automatically generated in a diversified and personalized manner, thereby improving the efficiency and effectiveness of copywriting generation.

[0063] The click probability prediction module 13 is used to predict the click probability of the user on the copy in each distribution channel; in some embodiments, the click probability of the user on the copy in each distribution channel is predicted based on the user's historical copy click behavior, combined with the user's portrait features, distribution channel features, copy features generated about the user's copy, and business scenario features.

[0064] In some embodiments, the click probability is the probability of any click behavior of the user on the copy. In other embodiments, the copy includes a benefit link (for example, a coupon acquisition port), and the click probability is the click probability of the user clicking on the benefit link in the copy. The distribution channels include, for example, SMS, station letter, email, in-app message push, and web page push.

[0065] Among them, the user's portrait features include at least one of the following: the user's age, occupation, zodiac sign, cumulative number of completed orders, cumulative payment amount, cumulative discounts used, cumulative discount amount received, order information of the first order, order information of the last order, source of the first completed order, source of the last completed order, number of available coupons in the account, number of used coupons, and number of completed orders on historical working days.

[0066] The distribution channel characteristics include at least one of the following: the channel's push volume, the ratio of the channel's push volume to the total channel's push volume, the channel's reach rate, the ratio of the channel's effective reach rate in each time period, the reach rate within the most recent specified number of pushes, the reach rate within the most recent specified time, the copy features of the copy used for effective reach within the most recent specified number of pushes, and the copy features of the copy used for effective reach within the most recent specified time. Among them, the channel's push volume is the total number of copies pushed by the distribution channel, and the channel's reach rate refers to the probability that the user successfully receives the copy when the copy is pushed through the distribution channel. (In actual operation, the user may not be reached due to reasons such as refusing to receive message pushes). The effective reach rate of the channel is, for example, the probability that the user obtains the rights and interests corresponding to the copy after receiving the copy pushed through the distribution channel, or the probability that the user uses the rights and interests corresponding to the copy to carry out consumption behavior after receiving the copy pushed through the distribution channel.

[0067] The copywriting features include at least one of the following: a personalized name for the user, whether the personalized rights and interests have a threshold, and whether the discounts corresponding to the personalized rights and interests can be enjoyed all at once. For example, personalized rights and interests with thresholds are displayed as follows: "10 yuan off for purchases over 10 yuan", "10 yuan discount for the second item", "10 yuan discount for 2 items", and "10% discount for 2 items, up to 10 yuan". For personalized rights and interests without thresholds, they are displayed as follows: "Instant discount of 10 yuan" and "10% discount, up to 10 yuan". For personalized rights and interests that can be enjoyed all at once, for example, "10 yuan off for purchases over 10 yuan", and for personalized rights and interests that cannot be enjoyed all at once, for example, "3 yuan off for the first purchase and 7 yuan off for the second purchase".

[0068] The business scenario features include at least one of the following: weekend reach rate, new business promotion reach rate, weekday reach rate, and discount amount reach rate. The weekend reach rate is the probability that the user successfully receives the copy pushed on the weekend. The weekday reach rate is the probability that the user successfully receives the copy pushed on the weekday. The new business promotion reach rate is the probability that the user successfully receives the copy when the copy is a new business promotion copy. The discount amount reach rate is the probability that the user successfully receives the copy when the discount amount is a specified amount.

[0069] In some embodiments, a neural network model for the click probability can be formed based on the user's historical copy click behavior, where the user's historical copy click behavior includes, for example, the clicks of users with different user profile features on the copy with specified copy features and specified business scenario features sent by each distribution channel in the previous period of time (e.g., the previous month). The currently obtained user portrait features, distribution channel features, and the copy features and business scenario features generated for the user's copy are input into the neural network model to predict the user's click probability on each copy in each distribution channel.

[0070] The text delivery module 14 is used to execute text delivery according to the click probability.

[0071] In some embodiments, the restrictive conditions for executing the copy delivery include: Condition 1: the sum of the click probabilities of the users for the copy in the corresponding distribution channel is the largest; Condition 2: the total cost of delivering the copy in the corresponding distribution channel is less than the preset total budget.

[0072] In a specific embodiment, the copywriting is delivered according to the following objective function:

[0073]

[0074]

[0075] Among them, the objective function represents maximizing the sum of the click probabilities of all users for their assigned copywriting in different distribution channels; i represents the user ID, j represents the copywriting ID, k represents the distribution channel ID; p ijk represents the probability of the i-th user clicking on the j-th copy from the k-th distribution channel, and the p ijk It can be obtained through the prediction of the above-mentioned neural network model of click probability; the a ijk Indicates whether the kth distribution channel is used to assign the jth copy to the i-th user, a ijk When it is 1, it means that the i-th user uses the k-th distribution channel to distribute the j-th copy.ijk When it is 0, it means that the i-th user does not use the k-th distribution channel to distribute the j-th copy; Represents the total number of distribution channels allocated to the i-th user; represents the total number of copies distributed by the i-th user; Money represents the total budget, and c k represents the cost of using the kth distribution channel, Represents the total cost.

[0076] The objective function has four constraints. The first constraint is It means that the i-th user uses at least 1 and at most h distribution channels. The second constraint is It means that there is only one copy for the i-th user, and there is no situation where multiple copies are used at the same time. The third constraint The total cost of all distribution channels must be less than the total budget. The fourth constraint states that a ijk The value can only be 0 or 1 as mentioned above.

[0077] The copy delivery method of the present invention can automatically generate copy in an intelligent and personalized manner, improve copy generation efficiency and make the content of the copy more targeted, and can also avoid delivery through invalid channels. The present invention can maximize the overall click rate of the copy.

[0078] In a specific embodiment of the present invention, a computer-readable storage medium is also disclosed, on which a computer program is stored. When the program is executed by a processor, the copywriting generation and delivery method S1 is implemented. The copywriting generation and delivery method S1 refers to Figure 1 and about Figure 1 Description.

[0079] In a specific embodiment of the present invention, an electronic device is further provided, the electronic device comprising a processor and a memory; the memory is used to store a computer program, and the processor is used to execute the computer program stored in the memory, so that the electronic device performs the following steps: Figure 1 The copywriting generation and delivery method S1 is shown.

[0080] The electronic device includes, for example, but is not limited to, a handheld computer, a tablet computer, a mobile phone, a smart phone, a media player, a personal digital assistant (PDA), and the like. It should be understood that the portable electronic device described in the embodiments of the present application is only an application example, and the components of the device may have more or fewer components than those shown in the figure, or have different component configurations. The various components shown in the figure may be implemented in hardware, software, or a combination of hardware and software, including one or more signal processing and / or application-specific integrated circuits.

[0081] The electronic device includes a memory, a memory controller, one or more processors (CPU), a peripheral interface, an RF circuit, an audio circuit, a speaker, a microphone, an input / output (I / O) subsystem, a touch screen, other output or control devices, and an external port. These components communicate via one or more communication buses or signal lines. The electronic device also includes a power supply system for powering various components. The power supply system may include a power management system, one or more power sources (e.g., batteries, alternating current (AC)), a charging system, a power failure detection circuit, a power converter or inverter, a power status indicator (e.g., a light emitting diode (LED)), and any other components associated with power generation, management, and distribution in a portable device.

[0082] The electronic device supports various applications, such as one or more of the following: a drawing application, a presentation application, a word processing application, a website creation application, a disk editing application, a spreadsheet application, a game application, a telephone application, a video conferencing application, an email application, an instant messaging application, a fitness support application, a photo management application, a digital camera application, a digital video camera application, a web browsing application, a digital music player application and / or a digital video player application.

[0083] In summary, the present invention discloses a method, device, electronic device and medium for copy generation and delivery, the method comprising: generating a personalized rights display about a user; generating a copy about the user based on the personalized rights display; predicting the probability of the user clicking on the copy in each distribution channel; and executing copy delivery based on the click probability. The present invention can generate copy in an intelligent, diversified and targeted manner, improve the effectiveness of channel push, reduce the push of invalid channels, reduce the push cost, and maximize the overall click rate of the copy. Therefore, the present invention effectively overcomes the various shortcomings of the prior art and has a high industrial utilization value.

[0084] The above embodiments are merely illustrative of the principles and effects of the present invention, and are not intended to limit the present invention. Anyone familiar with the art may modify or alter the above embodiments without departing from the spirit and scope of the present invention. Therefore, all equivalent modifications or alterations made by a person of ordinary skill in the art without departing from the spirit and technical concept disclosed by the present invention shall still be covered by the claims of the present invention.

Claims

1. A method for generating and delivering copywriting, characterized in that: include: Generate personalized benefits display for users; Generate a copy about the user according to the personalized benefits display; Predicting the probability of the user clicking on the copy in each distribution channel; Execute copy delivery according to the click probability; Among them, the restrictive conditions for executing the copy delivery include: Condition 1: The sum of the click probabilities of the users on the copy in the corresponding distribution channels is the largest; Condition 2: The total cost of placing the copy in the corresponding distribution channel is less than the preset total budget; Specifically, the copywriting is delivered according to the following objective function: Among them, the objective function represents maximizing the sum of the click probabilities of the users for the assigned copy in the corresponding distribution channel; i represents the user number, j represents the copy number, k represents the distribution channel number; p ijk represents the probability of the i-th user clicking on the j-th copy from the k-th distribution channel; ijk Indicates whether the kth distribution channel is used to assign the jth copy to the i-th user, a ijk When it is 1, it means that the i-th user uses the k-th distribution channel to distribute the j-th copy. ijk When it is 0, it means that the i-th user does not use the k-th distribution channel to distribute the j-th copy; Represents the total number of distribution channels allocated to the i-th user; represents the total number of copies distributed by the i-th user; Money represents the total budget, and c k represents the cost of using the kth distribution channel, Represents the total cost.

2. The method for generating and delivering copywriting according to claim 1, characterized in that: The generating of personalized benefits display for the user includes: Generate personalized benefits for users based on their historical consumption behaviors; At least one personalized benefit display for realizing the personalized benefit is generated according to the personalized benefit.

3. The method for generating and delivering copywriting according to claim 2, wherein: The generation of personalized rights and interests of users based on their historical consumption behaviors includes: Predict the user's purchase probability of a specified product based on the user's historical consumption behavior; Based on the user's historical consumption behavior, predict the purchase probability increase value of the user after obtaining the coupon for the specified product compared with not obtaining the coupon; The personalized rights and interests of the user regarding the designated product are generated according to the purchase probability and / or the purchase probability enhancement value.

4. The method for generating and delivering copywriting according to claim 1, characterized in that: The method further includes: generating a copy about the user according to the basic information of the user, the personalized benefit display and the current business scenario.

5. The method for generating and delivering copywriting according to claim 1, characterized in that: The predicting of the click probability of the user for the copy in each distribution channel includes: predicting the click probability of the user for the copy in each distribution channel based on the user's historical copy clicking behavior, combined with the user's portrait characteristics, distribution channel characteristics, copy characteristics of the copy, and business scenario characteristics.

6. A copywriting generation and delivery device, characterized in that: include: A personalized rights display generation module is used to generate personalized rights display for users; A copywriting generation module, used to generate a copywriting about the user according to the personalized benefit display; A click probability prediction module is used to predict the click probability of the user on the copy in each distribution channel; A copy delivery module, used for executing copy delivery according to the click probability; Among them, the restrictive conditions for executing the copy delivery include: Condition 1: The sum of the click probabilities of the users on the copy in the corresponding distribution channels is the largest; Condition 2: The total cost of placing the copy in the corresponding distribution channel is less than the preset total budget; Specifically, the copywriting is delivered according to the following objective function: Among them, the objective function represents maximizing the sum of the click probabilities of the users for the assigned copy in the corresponding distribution channel; i represents the user number, j represents the copy number, k represents the distribution channel number; p ijk represents the probability of the i-th user clicking on the j-th copy from the k-th distribution channel; ijk Indicates whether the kth distribution channel is used to assign the jth copy to the i-th user, a ijk When it is 1, it means that the i-th user uses the k-th distribution channel to distribute the j-th copy. ijk When it is 0, it means that the i-th user does not use the k-th distribution channel to distribute the j-th copy; Represents the total number of distribution channels allocated to the i-th user; represents the total number of copies distributed by the i-th user; Money represents the total budget, and c k represents the cost of using the kth distribution channel, Represents the total cost.

7. A computer-readable storage medium having a computer program stored thereon, characterized in that: When the computer program is executed by a processor, the copywriting generation and delivery method described in any one of claims 1 to 5 is implemented.

8. An electronic device, characterized in that: include: Processor and memory; The memory is used to store a computer program, and the processor is used to execute the computer program stored in the memory, so that the electronic device executes the copy generation and delivery method according to any one of claims 1 to 5.

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