Advertisement delivery method, device, storage medium, and electronic device

Abstract

The present invention discloses an advertising delivery method, device, storage medium, and electronic device. The method comprises: obtaining advertising delivery data for advertisements for a target product delivered during a target activity on a first platform; obtaining visitor data for the target product on a second platform; and determining new user traffic data for the target activity based on the advertising delivery data and visitor data, wherein the new user traffic data indicates traffic generated by the advertisements delivered for the target activity. This invention solves the technical problem of being unable to determine the effectiveness of advertising delivery.

Description

Technical Field

[0001] The present invention relates to the field of computers, and in particular to an advertisement delivery method, device, storage medium, and electronic device. Background Art

[0002] In the prior art, advertisers can place advertisements on various platforms, thereby increasing product sales.

[0003] However, in the prior art, after an advertiser places an advertisement, he or she cannot know the effect of the advertisement. Summary of the Invention

[0004] Embodiments of the present invention provide an advertisement delivery method, apparatus, storage medium, and electronic device to at least solve the technical problem of being unable to obtain the delivery effect of an advertisement.

[0005] According to one aspect of an embodiment of the present invention, there is provided an advertising delivery method, comprising: obtaining advertising delivery data of advertisements for a target product delivered when a target activity is conducted on a first platform; obtaining access data of the target product on a second platform; and determining new traffic data for the target activity based on the advertising delivery data and the access data, wherein the new traffic data is used to indicate traffic data brought by the advertisements delivered for the target activity.

[0006] According to another aspect of an embodiment of the present invention, an advertising delivery device is provided, including: a first acquisition module, used to obtain advertising delivery data of advertisements of target products delivered when a target activity is carried out on a first platform; a second acquisition module, used to obtain access data of the above-mentioned target products on a second platform; a first determination module, used to determine the new traffic data of the above-mentioned target activity based on the above-mentioned advertising delivery data and the above-mentioned access data, wherein the above-mentioned new traffic data is used to indicate the traffic data brought by the advertisements delivered by the above-mentioned target activity.

[0007] As an optional example, the above-mentioned device also includes: a cleaning module, which is used to clean the above-mentioned advertising data and the above-mentioned access data before determining the unit marketing value of the above-mentioned target activity based on the above-mentioned advertising data and the above-mentioned access data; and an establishment module, which is used to establish a corresponding relationship between the above-mentioned advertising data and the above-mentioned access data.

[0008] As an optional example, the establishment module includes: a construction unit for constructing association rules between entities; and an association unit for associating the first entity in the advertising delivery data with the second entity in the access data according to the association rules.

[0009] As an optional example, the above-mentioned first determination module includes: a first determination unit, used to determine the traffic baseline value of the above-mentioned target activity based on the above-mentioned advertising data and the above-mentioned access data, wherein the above-mentioned traffic baseline value is used to indicate the natural access traffic data of the above-mentioned target product when the above-mentioned target activity is carried out; a second determination unit, used to subtract the above-mentioned traffic baseline value from the total traffic data of the above-mentioned target activity as the new traffic data of the above-mentioned target activity.

[0010] As an optional example, the above-mentioned first determination unit includes: a first determination sub-unit, used to determine the sub-traffic baseline value of each calculation time period within the statistical time range of the above-mentioned target activity based on the above-mentioned advertising delivery data and the above-mentioned access data; a second determination sub-unit, used to use the sum of the above-mentioned sub-traffic baseline values ​​of each calculation time period as the traffic baseline value of the above-mentioned target activity within the statistical time range.

[0011] As an optional example, the above-mentioned first determination sub-unit is also used to: determine the calculation time period and the coefficient evaluation time period based on the statistical time range, wherein the time range of the coefficient evaluation time period is larger than the time range of the calculation time period; determine the period weight corresponding to each coefficient evaluation time period based on the total flow data within the statistical time range; find the target period weight corresponding to the calculation time period; and use the product of the first sub-flow data corresponding to each calculation time period and the above-mentioned target period weight as the sub-flow baseline value of each calculation time period.

[0012] As an optional example, the above-mentioned first determination sub-unit is also used to: take each coefficient evaluation time period as the current coefficient evaluation time period, and perform the following operations: obtain the second sub-flow data within the first N coefficient evaluation time periods and perform smoothing processing to obtain the average flow of the current coefficient evaluation time period; multiply the third sub-flow data corresponding to the current coefficient evaluation time period by the base weight, and then divide it by the average flow of the current coefficient evaluation time period to obtain the period weight.

[0013] As an optional example, the above-mentioned device also includes: a third acquisition module, used to obtain the amount of resources consumed by the advertisements of the above-mentioned target activity from the above-mentioned advertising delivery data; a second determination module, used to determine the ratio of the above-mentioned amount of resources consumed to the above-mentioned new traffic data as a unit marketing value, wherein the above-mentioned unit marketing value is used to indicate the amount of resources consumed by the above-mentioned new traffic data of a unit.

[0014] As an optional example, the above-mentioned device also includes: a display module for displaying the above-mentioned new traffic data.

[0015] As an optional example, the above-mentioned display module includes: a first display unit, which is used to display the above-mentioned new traffic data when a display request from the target account is received.

[0016] As an optional example, the above-mentioned first display unit includes: a third determination subunit, used to determine the access rights of the above-mentioned target account; a display subunit, used to display the above-mentioned target activity and the above-mentioned new traffic data when the above-mentioned target account has the access rights to access the above-mentioned target activity and the above-mentioned new traffic data.

[0017] As an optional example, the above-mentioned display module includes: a second display unit, used to display multiple filter items; when a trigger operation is received on at least one target filter item among the above-mentioned multiple filter items, the above-mentioned target activity corresponding to the above-mentioned target filter item and the above-mentioned new traffic data and / or unit marketing value are displayed, wherein the above-mentioned unit marketing value is used to indicate the amount of resources consumed by the above-mentioned new traffic data of the unit.

[0018] According to another aspect of the embodiments of the present invention, a storage medium is provided, in which a computer program is stored. When the computer program is executed by a processor, the above-mentioned advertisement delivery method is executed.

[0019] According to another aspect of an embodiment of the present invention, an electronic device is provided, including a memory and a processor, wherein the memory stores a computer program, and the processor is configured to execute the above-mentioned advertisement delivery method through the computer program.

[0020] The present invention can be applied in the process of data visualization of data capabilities. In an embodiment of the present invention, the method of obtaining the advertising delivery data of the target product advertisements delivered when the target activity is carried out on the first platform; obtaining the access data of the above-mentioned target product on the second platform; and determining the new traffic data of the above-mentioned target activity based on the above-mentioned advertising delivery data and the above-mentioned access data, wherein the above-mentioned new traffic data is used to indicate the traffic data brought by the advertisements delivered by the above-mentioned target activity, is adopted. Since in the above-mentioned method, after the target activity is carried out and the advertisement delivery data of the target product advertisements delivered can be obtained, as well as the access data of the target product on the second platform, the new traffic data brought by the target activity is determined by both the advertising delivery data and the access data, thereby achieving the purpose of determining the activity effect of the activity carried out based on the advertising delivery data of the advertisements and the access data of the products, thereby solving the technical problem of being unable to know the delivery effect of the advertisements. BRIEF DESCRIPTION OF THE DRAWINGS

[0021] The drawings described herein are used to provide a further understanding of the present invention and constitute a part of this application. The exemplary embodiments of the present invention and their descriptions are used to explain the present invention and do not constitute an improper limitation of the present invention. In the drawings:

[0022] Figure 1 is a flow chart of an optional advertisement delivery method according to an embodiment of the present invention;

[0023] Figure 2 This is a schematic diagram of displaying new traffic data of an optional advertising delivery method according to an embodiment of the present invention;

[0024] Figure 3 This is a schematic diagram showing new traffic data and unit marketing value of an optional advertising delivery method according to an embodiment of the present invention;

[0025] Figure 4 is a schematic diagram of display filter items of an optional advertisement delivery method according to an embodiment of the present invention;

[0026] Figure 5 is a schematic structural diagram of an optional advertising delivery device according to an embodiment of the present invention;

[0027] Figure 6 is a schematic diagram of an optional electronic device according to an embodiment of the present invention. DETAILED DESCRIPTION

[0028] In order to enable those skilled in the art to better understand the solutions of the present invention, the technical solutions in the embodiments of the present invention will be clearly and completely described below in conjunction with the drawings in the embodiments of the present invention. Obviously, the embodiments described are only part of the embodiments of the present invention, not all of the embodiments. Based on the embodiments of the present invention, all other embodiments obtained by ordinary technicians in this field without making creative efforts should fall within the scope of protection of the present invention.

[0029] It should be noted that the terms "first", "second", etc. in the description and claims of the present invention and the above-mentioned drawings are used to distinguish similar objects and are not necessarily used to describe a specific order or sequence. It should be understood that the numbers used in this way can be interchanged where appropriate, so that the embodiments of the present invention described herein can be implemented in an order other than those illustrated or described herein. In addition, the terms "including" and "having" and any variations thereof are intended to cover non-exclusive inclusions. For example, a process, method, system, product or device that includes a series of steps or units is not necessarily limited to those steps or units clearly listed, but may include other steps or units that are not clearly listed or inherent to these processes, methods, products or devices.

[0030] According to a first aspect of an embodiment of the present invention, a method for delivering advertisements is provided. Optionally, as follows: Figure 1 As shown, the above method includes:

[0031] S102, obtaining advertising data of advertisements of target products placed during the target activity on the first platform;

[0032] S104, obtaining access data of the target product on the second platform;

[0033] S106 , determining new traffic data of the target activity based on the advertisement delivery data and the visit data, wherein the new traffic data is used to indicate traffic data brought by the advertisements delivered by the target activity.

[0034] Optionally, the first platform and the second platform mentioned in this embodiment are different platforms. The first platform is used to carry out target activities and place advertisements corresponding to the target products, and can specifically be a social media platform; the second platform is a sales platform for the target products, which can display the target products and allow users to access the target products or purchase and add them to their favorites, and can specifically be an e-commerce platform or an online shopping platform.

[0035] The target activities carried out on the first platform mentioned in this embodiment mainly refer to marketing activities for target products using social media platforms, which can be specifically grass-roots marketing advertisements for target products placed on the first platform, such as grass-roots marketing short videos, grass-roots marketing notes, etc. The target activity can have an activity cycle. During the activity cycle of the target activity, advertisements are placed on the first platform, and the social performance of the advertisements is monitored in real time to obtain the social performance data of the advertisement placement until the end of the activity cycle. This embodiment can use the social performance data and related placement information of the advertisements placed during the activity cycle as advertising placement data. It can include at least one of the content, type, placement quantity, placement rules within the activity cycle, and placement targets of the advertisements, but is not limited to these.

[0036] Optionally, in this embodiment, the access data may include the monitoring time and the total traffic data corresponding to the monitoring time, wherein the monitoring time corresponds to the activity period; the total traffic data may be at least one of the search data, access data, clicked data, favorite data, purchased data, etc. of the target product on the second platform, but is not limited thereto.

[0037] Because in the above method, after the target activity is carried out and advertisements are placed, the advertising placement data of the advertisements of the target products placed and the access data of the target products on the second platform can be obtained, and the new traffic data brought by the target activity can be determined by both the advertising placement data and the access data, thereby achieving the purpose of determining the activity effect of the marketing activity based on the advertising placement data of the advertisements and the access data of the products.

[0038] As an optional example, before determining the unit marketing value of the target activity based on the ad delivery data and the visit data, the method further includes:

[0039] Clean advertising data and access data;

[0040] Establish a correspondence between advertising data and visit data.

[0041] Optionally, in this embodiment, after the advertisement delivery data and access data are acquired, they can be cleaned. The purpose of cleaning is to remove false data, duplicate data, etc. from the advertisement delivery data and access data, leaving only authentic and valid advertisement delivery data and access data. A corresponding relationship is established between the advertisement delivery data and access data.

[0042] As an optional example, establishing a correspondence between ad delivery data and access data includes:

[0043] Construct association rules between entities;

[0044] According to the association rule, the first entity in the advertisement delivery data is associated with the second entity in the access data.

[0045] Optionally, in this embodiment, to establish a corresponding relationship between the advertisement delivery data and the access data, association rules between entities may be constructed first. The association rules define which entities are associated with which entities.

[0046] The first entity in the advertisement delivery data and the second entity in the access data are associated according to the association rule.

[0047] As an optional example, the new traffic data for target activities determined based on advertising delivery data and visit data includes:

[0048] Determine the target campaign's traffic baseline based on ad placement data and visitation data. The traffic baseline indicates the target product's organic traffic during the target campaign. Organic traffic refers to visits to the target product that occur naturally on a second platform, independent of the target campaign. Subtract the traffic baseline from the target campaign's total traffic to determine the target campaign's new user traffic.

[0049] Optionally, in this embodiment, when determining the new user traffic data for a target campaign, the total traffic data during the target campaign can be obtained, and then the traffic baseline value can be subtracted from the total traffic data to obtain the new user traffic data for the target campaign. The new user traffic data represents the revenue effect of advertising for the target campaign.

[0050] As an optional example, determining a traffic baseline value for a target activity based on ad delivery data and visit data includes:

[0051] Determine the sub-traffic baseline value for each calculation time period within the statistical time range of the target activity based on the advertising delivery data and visit data;

[0052] The sum of the sub-flow baseline values ​​of each calculation time period is used as the flow baseline value of the target activity within the statistical time range.

[0053] Optionally, in this embodiment, the flow baseline value during the target activity period can be obtained by summing the sub-flow baseline values ​​of each calculation time period. The target activity period may include multiple calculation time periods, each of which has the same duration. In order to reduce data errors, the target activity period with a longer time range is usually divided into several calculation time periods for refined calculation; the calculation time period can be one minute, one hour, one day, one week, or one month, but is not limited thereto. The sub-flow baseline value for each calculation time period is calculated, and then all the sub-flow baseline values ​​within the target activity period are summed to serve as the total flow baseline value for the target activity period.

[0054] As an optional example, determining the sub-traffic baseline value for each calculation time period within the statistical time range of the target activity based on the advertisement delivery data and the visit data includes:

[0055] Determine the calculation time period and the coefficient evaluation time period according to the statistical time range, wherein the time range of the coefficient evaluation time period is greater than the time range of the calculation time period;

[0056] Based on the total traffic data within the statistical time range, determine the period weight corresponding to each coefficient evaluation time period;

[0057] Find the target period weight corresponding to the calculation time period;

[0058] The product of the first sub-flow data corresponding to each calculation time period and the target period weight is used as the sub-flow baseline value of each calculation time period.

[0059] Optionally, in this embodiment, when calculating the sub-flow baseline value, the calculation time period and coefficient evaluation time period can be determined based on the statistical time range, with the coefficient evaluation time period being an integer multiple of the calculation time period. For example, if the target activity lasts for 10 weeks, the calculation time period can be 1 day, and the coefficient evaluation time period can be 1 week. In this case, 10 cycle weights and 10×7 sub-flow baseline values ​​need to be calculated during the entire target activity period. Based on the total flow data within the statistical time range, the cycle weight corresponding to each coefficient evaluation time period is determined; the target cycle weight corresponding to the calculation time period is searched; and the product of the first sub-flow data corresponding to each calculation time period and the target cycle weight is used as the sub-flow baseline value for each calculation time period.

[0060] As an optional example, based on the total traffic data within the statistical time range, the period weight corresponding to each coefficient evaluation time period is determined, including:

[0061] Use each coefficient evaluation time period as the current coefficient evaluation time period and perform the following operations:

[0062] Obtain the second sub-flow data within the first N coefficient evaluation time periods and perform smoothing processing to obtain the mean flow of the current coefficient evaluation time period;

[0063] The product of the third sub-flow data corresponding to the current coefficient evaluation time period and the base weight is divided by the mean flow of the current coefficient evaluation time period to obtain the period weight.

[0064] Optionally, in this embodiment, when calculating the period weight, the second sub-flow data for the first N coefficient evaluation time periods can be obtained and smoothed to obtain the mean flow for the current coefficient evaluation time period. For example, if N is 3, the second sub-flow data for the first three coefficient evaluation time periods of the target activity can be obtained and smoothed to obtain the mean flow. The product of the third sub-flow data corresponding to the coefficient evaluation time period and the base weight is then divided by the mean flow for the current coefficient evaluation time period to obtain the period weight.

[0065] With this method, the time range corresponding to the 1st to Nth coefficient evaluation time periods is used as the basic starting period. The period weight is not directly calculated during the basic starting period. Instead, the period weight calculated for the N+1th coefficient evaluation time period is used as the period weight for each coefficient evaluation time period within the basic starting period. For example, if the target activity lasts for a total of 10 weeks, the coefficient evaluation time period can be 1 week, and N is 3. Then, during the entire target activity period, the first 3 weeks are the basic starting period, and the period weight is not directly calculated. The coefficient evaluation time periods that need to be directly calculated are weeks 4 to 10. The period weight P4 calculated in week 4 is used as the period weight for week 1, week 2, and week 3, respectively, that is:

[0066] P1 (period weight of the first week) = P4 (period weight of the fourth week);

[0067] P2 (period weight of the second week) = P4 (period weight of the fourth week);

[0068] P3 (period weight of the 3rd week) = P4 (period weight of the 4th week).

[0069] As an optional example, the above method further includes:

[0070] Obtain the amount of resources consumed by advertisements in a target activity from advertisement delivery data;

[0071] The ratio of the consumed resources to the new traffic data is determined as the unit marketing value, where the unit marketing value is used to indicate the amount of resources consumed by the unit of new traffic data.

[0072] Optionally, in this embodiment, with the new traffic data for the target campaign, the resource consumption of the target campaign can also be obtained. The resource consumption can be the resources consumed by advertising during the target campaign, such as the investment amount. Based on the resource consumption and new traffic data, a unit marketing value can be calculated. The unit marketing value can be understood as the resources consumed per unit of new traffic. For example, calculations show that during the target campaign, each unit of traffic generated consumed 10 resource values.

[0073] As an optional example, the method further includes:

[0074] Displays new traffic data.

[0075] For example, Figure 2 As shown, Figure 2This is a schematic diagram of an optional display of new user traffic data. In Figure 2, new user traffic data is displayed using a visual chart. You can select which target product's data to display, and a thumbnail 202 of the data can be displayed for each product. When selecting to display data for Product 1, the data for Product 1 can be enlarged and displayed 204.

[0076] Figure 3 This is another display diagram, in which new traffic data 302 and unit marketing value 304 are displayed simultaneously in the same visualization chart.

[0077] As an optional example, displaying new traffic data includes:

[0078] When a display request is received from the target account, new traffic data is displayed.

[0079] Optionally, in this embodiment, the new user traffic data can be displayed after confirmation, or when the target account requests it. The target activity and the new user traffic data can be displayed. If there are multiple activities, each activity and its corresponding new user traffic data can also be displayed. Activities can be sorted by new user traffic data to easily view the new user acquisition effect of each activity.

[0080] As an optional example, the method further includes:

[0081] Determine the target account's access permissions;

[0082] If the target account has access permissions to target activity and new traffic data, the target activity and new traffic data will be displayed.

[0083] Optionally, in this embodiment, each target account may have corresponding viewing permissions. If the target account has the permission to view the target activity and new traffic data, the target activity and new traffic data can be displayed for the target account. In this embodiment, the account can be given access rights to the activities initiated by the account, and different access rights can be configured for different accounts. At the same time, different levels of access rights can also be configured for different accounts. For example, account A can view the first-level data of the new traffic data of the target activity, while account B can view the daily new traffic data, as well as the daily unit marketing value, etc.

[0084] As an optional example, the method further includes:

[0085] Display multiple filter items;

[0086] When a trigger operation is received for at least one target filter item among multiple filter items, the target activity and new traffic data and / or unit marketing value corresponding to the target filter item are displayed, wherein the unit marketing value is used to indicate the amount of resources consumed by the unit's new traffic data.

[0087] Optionally, in this embodiment, multiple filter items can be displayed, and the filter items can be used to filter the data to be displayed. By triggering the filter items, the data to be displayed can be displayed according to the viewing intention of the target account. For example, Figure 4 As shown, Figure 4 In the example, multiple filter items 402 are displayed, and corresponding data 404 can be displayed by selecting a filter item. Figure 4 The filters in are examples only.

[0088] This will be explained with reference to an example. In this embodiment, an advertiser can launch a campaign and, during the campaign, push advertisements through a first platform. The first platform can be a social media platform, and the advertisements can be seeding marketing posts. Users can publish and view media information through the first platform. Advertisements pushed through the social media platform can be viewed by users. Each campaign can be referred to as a brand campaign. Different brand campaigns can be launched for different products, and each brand campaign can target the same or different products. Each campaign has a preset start and end time. In this embodiment, basic data can be collected, namely, data related to seeding marketing posts published on the social media platform during each campaign, e-commerce search UV data, marketing expenditure data, etc. E-commerce search UV data can be obtained from the e-commerce platform, and marketing expenditure data can be obtained from the advertiser. Data related to seeding marketing posts can be advertising delivery data. E-commerce search UV data (e-commerce search data) refers to data on the number of unique visitors searching for products on the e-commerce platform. Basic data can include advertising delivery data and visit data.

[0089] After acquiring the basic data, clean it and build data associations. The collected basic data undergoes Extraction-Loading-Transformation (ETL) processing to generate a linked data structure table. The linked data structure table might contain the following entities: brand - product line - post type - e-commerce search UV - post cost - post delivery time.

[0090] Then, you can analyze the data using the advertising delivery method provided in this solution to calculate the new traffic data for each campaign. Obtain the monthly weight of the e-commerce search baseline (traffic baseline value); apply this monthly weight to the daily data to calculate the daily traffic baseline value. Subtract the traffic baseline value from the total traffic data to obtain the new traffic data for each day, month, and campaign period.

[0091] New traffic data: refers to the number of independent visitors directed to the e-commerce platform through marketing activities based on social media platforms.

[0092] The baseline value of e-commerce search traffic refers to the natural search traffic that the brand will have on the e-commerce platform assuming that no marketing activities are carried out.

[0093] For example, the data in Table 1 will be used for explanation.

[0094] Table 1

[0095]

[0096] For example, if the brand campaign period is from January to September and the coefficient evaluation period is 3 months, the data of the first 3 months of the activity data will be used as the starting data corresponding to the basic starting period, and the monthly weight of the traffic baseline value in April can be calculated based on the data of the 4th month.

[0097] (1) Calculation: The monthly weight of the traffic baseline value in April is as follows:

[0098] 1) First obtain the e-commerce search UV data for April and multiply it by the base weight bottom, then:

[0099] bottom5% (April UV data) = April e-commerce search UV data × 5% = 2297.

[0100] The e-commerce search UV data for April is known. The bottom weight can be determined based on the historical performance of similar products, or by analyzing the product's performance before and after a brand campaign. Specifically, values ​​such as 5%, 6%, and 7% are possible, with 5% and 10% being preferred.

[0101] 2) Then obtain the monthly average of e-commerce search data for the first three months of the campaign. That is, calculate the total e-commerce search UV data from January to March and smooth the data to obtain the monthly average. Then:

[0102] Average (total value of e-commerce search UV data from January to March) = 6791.

[0103] 3) Finally, the monthly weight of the traffic baseline value for April is obtained:

[0104] Bottom 5% (April e-commerce search UV data) / Average (total e-commerce search UV data for the past three months) × 100% = 2297 / 6791 × 100% = 34%

[0105] The monthly weight of the traffic baseline value in April is 34%, and the monthly weight of each month in the basic starting period is reversely calculated to be this value (34%).

[0106] In this example, the basic starting period is 3 months, and the monthly weight is calculated. However, these two values ​​can be adjusted according to the total length of the campaign.

[0107] For example, if the campaign duration is 2 months, you can select the first 3 weeks as the basic starting period and calculate the weekly weight.

[0108] For example, if the campaign period is 2 years, you can select the first 6 months as the basic starting period and calculate the monthly weight.

[0109] (2) According to the above method, the monthly weights of the traffic baseline values ​​for May, June, July, August, and September can be calculated based on the bottom 5% (e-commerce search UV data for the current month) and the average (total e-commerce search UV data for the past three months).

[0110] Among them, bottom 5% (e-commerce search UV data of the current month) = total e-commerce search UV data of the current month × base weight bottom (5%)

[0111] Average(past 3 months' data) = Smooth the e-commerce search UV data for the three months preceding the current month to obtain the monthly e-commerce search UV data. The simplest smoothing method is to directly calculate the average of the total e-commerce search UV data for the three months preceding the current month.

[0112] (3) Based on the monthly weight of each month, apply it to the daily data to calculate the daily traffic baseline value, so as to obtain the new traffic during the daily, monthly and campaign activities.

[0113] 1) Based on the monthly weight of each month, the daily UV data is disassembled to obtain the daily traffic baseline value:

[0114] For example, to calculate the traffic baseline value on April 1:

[0115] Traffic baseline value (April 1) = total UV data (April 1) × monthly weight of April (34%)

[0116] 2) Based on the daily traffic baseline, determine the daily new traffic value. This means calculating the incremental e-commerce search data generated by the brand campaign each day:

[0117] For example, to calculate the new traffic value on April 1:

[0118] (April 1) New user traffic value = (April 1) Total UV data - (April 1) Traffic baseline value

[0119] 3) Based on the daily new user traffic value, determine the new user traffic value for the corresponding time period:

[0120] For example, calculate the new user traffic value for April (the entire month):

[0121] The traffic baseline value in April = SUM (daily new user traffic value in April)

[0122] For example, to calculate the new traffic value during a campaign:

[0123] Baseline traffic value during the campaign = SUM (daily new user traffic value during the campaign)

[0124] At this point, the new traffic data for each calculation time period during the target activity period and the total new traffic data during the target activity period are calculated.

[0125] Based on the new traffic data and resource consumption value, the unit marketing value, or unit cost, can be determined. The resource consumption value is the total cost.

[0126] By calculating the ratio of actual cost to new traffic, we can calculate the unit cost of marketing new traffic data. This is used to reflect the unit investment in new traffic for a brand or product campaign.

[0127] Based on the data association table created after cleaning the data, determine the total marketing expenditure data (post expenditure) in the campaign:

[0128] Unit cost = marketing expenditure during the campaign period / total new traffic during the campaign period

[0129] This embodiment can also perform more fine-grained unit cost calculation during the campaign period.

[0130] For example, from the associated data structure table in step 2, we can determine the total number of posts invested in all social media platforms in April, as well as the total investment costs for these posts. Therefore, we can calculate the total cost of posts in April. The unit cost of acquiring new users in April is calculated as:

[0131] Unit acquisition cost in April = total post cost in April / total new traffic value in April

[0132] In this embodiment, after determining the new traffic data and unit marketing value, the data can be displayed to assist advertisers in selecting appropriate campaign platforms and campaign times. In this embodiment, advertisers can also be assigned access rights to the data.

[0133] This embodiment can perform data processing based on the enterprise employee information database and the associated data structure table to obtain a data authority association table and perform authority configuration on the monitoring data.

[0134] (1) A preset data authority association table is provided, in which the association relationship between the basic entity (brand / product) of the association data structure table and the enterprise employee information database is pre-set.

[0135] According to the data permission association table, based on the basic entity (brand / product) of the associated data structure table, a list of employees with associated relationships can be queried from the enterprise employee information database, and corresponding data permissions can be configured for each employee in the employee list.

[0136] For example, the basic entity information for brand promotion activities can be determined as Brand A according to the associated data structure table. Based on this basic entity information, a list of employees with associated relationships - a set of marketing personnel responsible for Brand A marketing - is retrieved from the enterprise employee information database.

[0137] (2) Configure permissions for the monitoring data: query employee information based on the employee's user account, and assign data packages with data permissions to the user account according to the data permission association table.

[0138] This data package includes: advertising monitoring data related to brand promotion activities

[0139] In this embodiment, when displaying new traffic data and unit marketing value, the data packets can be classified and presented in the form of a dashboard based on the operation information of the corresponding filter item control.

[0140] The filter item controls can have filter dimensions such as brand, product, and time.

[0141] The classification presentation can be: total data display items, data display items of split dimensions.

[0142] For example, present the data packets in the form of a dashboard.

[0143] The brand is the main filtering condition, and the total data display items of the brand are displayed in the form of cards; the total data display items of the specific products corresponding to the brand can also be broken down.

[0144] Operate the filter item controls in the "Statistical Dimension" to filter and display the new traffic and cost of a brand or product by weekly / monthly time periods.

[0145] The data display items of the split dimensions obtained by splitting the delivery monitoring data are mainly divided into two levels:

[0146] 1) E-commerce traffic: Based on the search traffic directed to the e-commerce platform, the data is split in step 3 to create a bar chart comparing total traffic and new customer traffic. This allows you to quickly see the proportion of new customer traffic in total traffic and how it changes over time. This allows you to effectively evaluate the effectiveness of campaigns in attracting new customers based on time series.

[0147] 2) Social Media Investment: Based on the advertiser's actual spending on various social media advertising formats in step 4, combined with new user traffic data, the cost of acquiring new users is calculated and displayed as a time series. Fluctuations in the cost of acquiring new users reflect the cost effectiveness of the campaign during the statistical period. The lower the unit cost of acquiring new users, the better the campaign's effectiveness.

[0148] Adjust the corresponding delivery strategy based on the delivery monitoring data.

[0149] This solution can also set warning / reminder thresholds for delivery monitoring data. When the new user traffic data in the delivery monitoring data is too low, or the unit new user acquisition cost is too high, reminders and corresponding delivery strategies can be sent to relevant employees with data permissions.

[0150] For example, during a campaign, new traffic and unit cost are calculated on a monthly basis, with the highest new traffic and lowest unit cost highlighted, such as by displaying them in a specific color, font, or text size. The associated data structure table is then used to reversely search for the specific social media platforms and corresponding posts for that month's delivery, so that the corresponding specific social media platforms and posts are sent to relevant employees as priority recommendation information for subsequent delivery.

[0151] It should be noted that for the aforementioned method embodiments, for simplicity of description, they are all expressed as a series of action combinations. However, those skilled in the art should be aware that the present invention is not limited by the order of the actions described, because according to the present invention, certain steps can be performed in other orders or simultaneously. Secondly, those skilled in the art should also be aware that the embodiments described in this specification are all preferred embodiments, and the actions and modules involved are not necessarily required by the present invention.

[0152] According to another aspect of the embodiment of the present application, an advertisement delivery device is also provided. Figure 5 Shown, including:

[0153] A first acquisition module 502 is configured to acquire advertisement delivery data of a target product advertisement delivered during a target activity on a first platform;

[0154] A second acquisition module 504 is used to acquire access data of the target product on the second platform;

[0155] The first determination module 506 is configured to determine new traffic data of the target activity based on the advertisement delivery data and the visit data, wherein the new traffic data is used to indicate traffic data brought by the advertisements delivered by the target activity.

[0156] Optionally, the first platform and the second platform mentioned in this embodiment are different platforms. The first platform is used to carry out target activities and place advertisements corresponding to target products, and the second platform is a marketing platform for target products, which can display target products and allow users to access, purchase, or collect target products.

[0157] The target activity mentioned in this embodiment, conducted on the first platform, may be advertising for a target product on the first platform. The target activity may have an activity period, during which advertisements are placed on the first platform until the activity period ends. In this embodiment, data on advertisements placed during the activity period may be used as advertising placement data. This data may include, but is not limited to, at least one of the following: advertisement content, type, number of advertisements placed, placement patterns within the activity period, and placement targets.

[0158] Optionally, in this embodiment, the access data may be at least one of search data, access data, click data, favorite data, and purchase data of the target product on the second platform, but is not limited thereto.

[0159] Because in the above method, after the target activity is carried out and advertisements are placed, the advertising placement data of the advertisements of the target products placed and the access data of the target products on the second platform can be obtained, and the new traffic data brought by the target activity can be determined by both the advertising placement data and the access data, thereby achieving the purpose of determining the activity effect of the activity based on the advertising placement data of the advertisements and the access data of the products.

[0160] For other examples of this embodiment, please refer to the above examples and will not be repeated here.

[0161] Figure 6 is a structural block diagram of an optional electronic device according to an embodiment of the present application, such as Figure 6 As shown, it includes a processor 602, a communication interface 604, a memory 606 and a communication bus 608, wherein the processor 602, the communication interface 604 and the memory 606 communicate with each other through the communication bus 608, wherein,

[0162] Memory 606, for storing computer programs;

[0163] The processor 602 is configured to execute the computer program stored in the memory 606 to implement the following steps:

[0164] Obtaining advertising data for advertisements of target products delivered during the target campaign on the first platform;

[0165] Obtain access data of the target product on the second platform;

[0166] Determine the new traffic data of the target activity based on the advertisement delivery data and the visit data, wherein the new traffic data is used to indicate the traffic data brought by the advertisements delivered by the target activity.

[0167] Optionally, in this embodiment, the communication bus may be a PCI (Peripheral Component Interconnect) bus or an EISA (Extended Industry Standard Architecture) bus. The communication bus may be divided into an address bus, a data bus, a control bus, etc. For ease of representation, Figure 6 The use of only one thick line in the figure does not mean that there is only one bus or only one type of bus. The communication interface is used for communication between the above electronic devices and other devices.

[0168] The memory may include RAM, or may include non-volatile memory, such as at least one disk memory. Alternatively, the memory may also be at least one storage device located away from the aforementioned processor.

[0169] As an example, the memory 606 may include, but is not limited to, the first acquisition module 502, the second acquisition module 504, and the first determination module 506 in the advertisement delivery device. Furthermore, it may also include, but is not limited to, other modules and units in the request processing device, which will not be described in detail in this example.

[0170] The above-mentioned processor can be a general-purpose processor, including but not limited to: CPU (Central Processing Unit), NP (Network Processor), etc.; it can also be DSP (Digital Signal Processing), ASIC (Application Specific Integrated Circuit), FPGA (Field-Programmable Gate Array) or other programmable logic devices, discrete gate or transistor logic devices, discrete hardware components.

[0171] Optionally, the specific examples in this embodiment may refer to the examples described in the above embodiments, and this embodiment will not be described in detail here.

[0172] It can be understood by those skilled in the art that Figure 6 The structure shown is for illustration only. The device for implementing the above-mentioned advertising delivery method may be a terminal device, which may be a smart phone (such as an Android phone, an iOS phone, etc.), a tablet computer, a PDA, a mobile Internet device (MID), a PAD, or other terminal devices. Figure 6 It does not limit the structure of the above electronic device. For example, the electronic device may also include Figure 6 More or fewer components (such as network interfaces, display devices, etc.) shown in, or with Figure 6 Different configurations shown.

[0173] A person skilled in the art can understand that all or part of the steps in the various methods of the above embodiments can be completed by instructing the hardware related to the terminal device through a program, and the program can be stored in a computer-readable storage medium, which can include: a flash drive, ROM, RAM, a magnetic disk or an optical disk, etc.

[0174] According to another aspect of the embodiments of the present invention, a computer-readable storage medium is provided, in which a computer program is stored. When the computer program is executed by a processor, the steps in the above-mentioned advertising delivery method are executed.

[0175] Optionally, in this embodiment, a person of ordinary skill in the art may understand that all or part of the steps in the various methods of the above embodiments may be completed by instructing the hardware related to the terminal device through a program, and the program may be stored in a computer-readable storage medium, which may include: a flash drive, a read-only memory (ROM), a random access memory (RAM), a magnetic disk or an optical disk, etc.

[0176] The serial numbers of the above embodiments of the present invention are for description only and do not represent the advantages or disadvantages of the embodiments.

[0177] If the integrated units in the above embodiments are implemented in the form of software functional units and sold or used as independent products, they can be stored in the above-mentioned computer-readable storage medium. Based on this understanding, the technical solution of the present invention, or the part that contributes to the existing technology, or all or part of the technical solution can be embodied in the form of a software product. This computer software product is stored in a storage medium and includes a number of instructions for causing one or more computer devices (such as personal computers, servers, or network devices) to execute all or part of the steps of the methods described in various embodiments of the present invention.

[0178] In the above embodiments of the present invention, the description of each embodiment has its own focus. For parts that are not described in detail in a certain embodiment, reference can be made to the relevant descriptions of other embodiments.

[0179] In the several embodiments provided in this application, it should be understood that the disclosed client can be implemented in other ways. Among them, the device embodiments described above are merely illustrative. For example, the division of the units is merely a logical function division. In actual implementation, there may be other division methods, such as multiple units or components can be combined or integrated into another system, or some features can be ignored or not executed. In addition, the mutual coupling or direct coupling or communication connection shown or discussed can be through some interfaces, indirect coupling or communication connection of units or modules, and can be electrical or other forms.

[0180] The units described as separate components may or may not be physically separate, and the components shown as units may or may not be physical units, that is, they may be located in one place or distributed across multiple network units. Some or all of these units may be selected to achieve the purpose of this embodiment according to actual needs.

[0181] In addition, the functional units in the various embodiments of the present invention may be integrated into a single processing unit, each unit may exist physically separately, or two or more units may be integrated into a single unit. The aforementioned integrated units may be implemented in the form of hardware or software functional units.

[0182] The above is only a preferred embodiment of the present invention. It should be pointed out that for ordinary technicians in this technical field, several improvements and modifications can be made without departing from the principles of the present invention. These improvements and modifications should also be regarded as within the scope of protection of the present invention.

Claims

1. An advertisement delivery method, characterized in that: include: Obtaining advertising data for advertisements of target products delivered during the target campaign on the first platform; Obtaining access data of the target product on the second platform; Determining new traffic data for the target activity based on the advertisement delivery data and the access data, wherein the new traffic data is used to indicate traffic data brought by the advertisements delivered by the target activity; Wherein, the method of determining the new traffic data of the target activity based on the advertising delivery data and the access data includes: determining a calculation time period and a coefficient evaluation time period based on a statistical time range, wherein the time range of the coefficient evaluation time period is greater than the time range of the calculation time period; determining a period weight corresponding to each coefficient evaluation time period based on the total traffic data within the statistical time range; finding a target period weight corresponding to the calculation time period; taking the product of the first sub-traffic data corresponding to each calculation time period and the target period weight as the sub-traffic baseline value of each calculation time period; taking the sum of the sub-traffic baseline values ​​of each calculation time period as the traffic baseline value of the target activity within the statistical time range; and taking the result obtained by subtracting the traffic baseline value from the total traffic data of the target activity as the new traffic data of the target activity; Among them, according to the total flow data within the statistical time range, the period weight corresponding to each coefficient evaluation time period is determined, including: taking each coefficient evaluation time period as the current coefficient evaluation time period, and performing the following operations: obtaining the second sub-flow data within the first N coefficient evaluation time periods and smoothing them to obtain the mean flow of the current coefficient evaluation time period; multiplying the third sub-flow data corresponding to the current coefficient evaluation time period by the base weight, and then dividing it by the mean flow of the current coefficient evaluation time period to obtain the period weight.

2. The method according to claim 1, characterized in that The method further includes: cleaning the advertisement delivery data and the access data; Establishing a corresponding relationship between the advertisement delivery data and the access data; The amount of resources consumed by the advertisements of the target activity is obtained from the advertisement delivery data; and the ratio of the amount of resources consumed to the new traffic data is determined as a unit marketing value.

3. The method according to claim 2, characterized in that The establishing of a corresponding relationship between the advertisement delivery data and the access data includes: Construct association rules between entities; According to the association rule, the first entity in the advertisement delivery data is associated with the second entity in the access data.

4. The method according to any one of claims 1 to 3, characterized in that The method further comprises: Display the new traffic data.

5. The method according to claim 4, characterized in that The displaying of the new traffic data includes: When a display request from a target account is received, the new traffic data is displayed.

6. The method according to claim 5, characterized in that The method further comprises: Determining access permissions for the target account; In a case where the target account has access rights to the target activity and the new traffic data, the target activity and the new traffic data are displayed.

7. The method according to claim 4, characterized in that The method further comprises: Display multiple filter items; Upon receiving a trigger operation for at least one target filter item among the multiple filter items, the target activity corresponding to the target filter item and the new traffic data and / or unit marketing value are displayed, wherein the unit marketing value is used to indicate the amount of resources consumed by the unit of new traffic data.

8. An advertising device, characterized in that: include: A first acquisition module is used to acquire advertisement delivery data of target product advertisements delivered during a target activity on the first platform; A second acquisition module is used to obtain access data of the target product on the second platform; A first determining module is configured to determine new user traffic data of the target activity based on the advertisement delivery data and the access data, wherein the new user traffic data is used to indicate traffic data brought by the advertisement delivered by the target activity; Wherein, the method of determining the new traffic data of the target activity based on the advertising delivery data and the access data includes: determining a calculation time period and a coefficient evaluation time period based on a statistical time range, wherein the time range of the coefficient evaluation time period is greater than the time range of the calculation time period; determining a period weight corresponding to each coefficient evaluation time period based on the total traffic data within the statistical time range; finding a target period weight corresponding to the calculation time period; taking the product of the first sub-traffic data corresponding to each calculation time period and the target period weight as the sub-traffic baseline value of each calculation time period; taking the sum of the sub-traffic baseline values ​​of each calculation time period as the traffic baseline value of the target activity within the statistical time range; and taking the result obtained by subtracting the traffic baseline value from the total traffic data of the target activity as the new traffic data of the target activity; Among them, according to the total flow data within the statistical time range, the period weight corresponding to each coefficient evaluation time period is determined, including: taking each coefficient evaluation time period as the current coefficient evaluation time period, and performing the following operations: obtaining the second sub-flow data within the first N coefficient evaluation time periods and smoothing them to obtain the mean flow of the current coefficient evaluation time period; multiplying the third sub-flow data corresponding to the current coefficient evaluation time period by the base weight, and then dividing it by the mean flow of the current coefficient evaluation time period to obtain the period weight.

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

10. An electronic device comprising a memory and a processor, characterized in that: A computer program is stored in the memory, and the processor is configured to execute the method according to any one of claims 1 to 7 through the computer program.

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