Evaluation method, device and computer-readable storage medium for publicity creativity

Abstract

Embodiments of the present invention relate to the field of internet advertising technology and disclose a method, apparatus, and computer-readable storage medium for evaluating promotional ideas. The method comprises: obtaining user behavior data after a promotional idea has been exposed on at least one platform, wherein the user behavior data includes click-through rate, retention rate, and subscription rate; and determining an evaluation score for the promotional idea based on the user behavior data. Application of the technical solution of the present invention improves the monitoring of promotional ideas and enables their evaluation.

Description

Technical Field

[0001] The embodiments of the present invention relate to the field of Internet advertising technology, and specifically to a method and device for evaluating promotional creativity, and a computer-readable storage medium. Background Art

[0002] With the development of the Internet, the Internet has become the main carrier for automobile companies to place advertisements; promotional creativity determines the presentation form and delivery effect of Internet advertisements (hereinafter referred to as advertisements).

[0003] Currently, the evaluation of promotional creativity is primarily measured by CTR (Click-Through-Rate), which is the actual number of clicks on an ad divided by the number of impressions. However, CTR only reflects the user's appeal to the promotional idea and has little ability to monitor subsequent car-buying behavior, resulting in low advertising efficiency. Summary of the Invention

[0004] In view of the above problems, the embodiments of the present invention provide a promotional creative evaluation method, device and computer-readable storage medium, which are used to solve the problem in the prior art that the monitoring performance of automobile company promotional creatives is weak, resulting in low advertising efficiency.

[0005] According to one aspect of an embodiment of the present invention, a method for evaluating a promotional idea is provided, the method comprising:

[0006] Obtaining user behavior data after the promotional creative is exposed on at least one platform, wherein the user behavior data includes click-through rate and at least one of retention rate and subscription rate;

[0007] Based on the user behavior data, an evaluation score of the promotional creative is determined.

[0008] In an optional manner, determining the evaluation score of the promotional creative based on the user behavior data further includes:

[0009] Obtaining preset weight data of the user behavior data;

[0010] An evaluation score of the promotional creativity is determined based on the relationship between the user behavior data and the preset weight data corresponding to the user behavior data.

[0011] In an optional manner, the user behavior data includes click-through rate, retention rate, and subscription rate; the preset weight data includes a preset click-through rate weight, a preset subscription rate weight, and a preset retention rate weight; and the evaluation score is calculated according to the following formula:

[0012]

[0013] In the formula, S is the evaluation score of the promotional creativity, C is the click rate of the promotional creativity, P is the subscription rate of the promotional creativity, and M is the n To promote the retention rate of creativity, C is the preset click rate weight, ω P is the preset subscription rate weight, ω M The preset retention rate weight.

[0014] In an optional manner, the preset click rate weight is greater than the preset subscription rate weight, and the preset subscription rate weight is greater than the preset retention rate weight.

[0015] In an optional manner, after determining the evaluation score of the promotional creative based on the user behavior data, the method further includes:

[0016] Classifying the promotional creative based on at least one of the content, tags, and user behavior data of the promotional creative;

[0017] Based on the evaluation scores of the promotional ideas in the same category, a comprehensive score of the promotional ideas in each category is determined.

[0018] In an optional manner, the classifying the promotional creative based on at least one of the content, tags, and user behavior data of the promotional creative further includes:

[0019] Obtaining a label for the promotional creative;

[0020] Determining the type of content of the promotional creative based on the tag, wherein the type includes at least one of a whole vehicle creative, a vehicle interior creative, and a scene creative;

[0021] Determining the comprehensive score of the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category further includes:

[0022] The sum of the evaluation scores of all the promotional ideas in the same category is used as the comprehensive score of the promotional ideas in the category, or the average value of the evaluation scores of all the promotional ideas in the same category is used as the comprehensive score of the promotional ideas in the category.

[0023] In an optional manner, the classifying the promotional creative based on at least one of the content, tags, and user behavior data of the promotional creative further includes:

[0024] Determining a type of the promotional creative based on the user behavior data, wherein the type includes a first type of promotional creative and a second type of promotional creative, wherein the first type of promotional creative is composed of promotional creatives having a retention rate higher than a first preset value, and the second type of promotional creative is composed of promotional creatives having a subscription rate higher than a second preset value;

[0025] Determining the comprehensive score of the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category further includes:

[0026] Based on the evaluation scores of the first category of publicity ideas, a comprehensive score of the first category of publicity ideas is determined; and based on the evaluation scores of the second category of publicity ideas, a comprehensive score of the second category of publicity ideas is determined.

[0027] In an optional manner, obtaining user behavior data after the promotional creative is exposed on at least one platform, wherein the user behavior data includes at least one of click-through rate, retention rate, and subscription rate, further includes:

[0028] Determining a click-through rate based on monitoring of the promotional creative, wherein the monitoring includes monitoring of the promotional creative on a third-party delivery platform and / or an official platform, wherein the click-through rate is determined based on the number of clicks on the creative and the amount of exposure to the creative;

[0029] Based on the landing page embedding points of the official platform and the database of the official platform, the retention rate and the payment rate are determined, wherein the retention rate is determined based on the number of retentions and the number of creative clicks, and the payment rate is determined based on the number of payment orders and the number of creative clicks.

[0030] According to another aspect of an embodiment of the present invention, a device for monitoring a promotional creative is provided, the device comprising:

[0031] a data acquisition module, configured to acquire user behavior data after the promotional creative is exposed on at least one platform, wherein the user behavior data includes at least one of a click-through rate, a retention rate, and a subscription rate;

[0032] An evaluation score module is used to determine the evaluation score of the promotional creativity based on the user behavior data.

[0033] According to another aspect of an embodiment of the present invention, a computer-readable storage medium is provided, wherein the storage medium stores at least one executable instruction. When the executable instruction is executed on a monitoring device for promotional creativity, the monitoring device for promotional creativity executes the operation of the evaluation method for promotional creativity in the above-mentioned invention content.

[0034] This embodiment of the present invention obtains user behavior data after a promotional creative is exposed on at least one platform, wherein the user behavior data includes click-through rate, retention rate, and subscription rate. Furthermore, based on the user behavior data, an evaluation score for the promotional creative is determined. This improves the monitoring of promotional creative and enables evaluation of promotional creative.

[0035] The above description is only an overview of the technical solutions of the embodiments of the present invention. In order to more clearly understand the technical means of the embodiments of the present invention, they can be implemented in accordance with the contents of the specification. In order to make the above and other purposes, features and advantages of the embodiments of the present invention more obvious and easy to understand, the specific implementation methods of the present invention are specifically listed below. BRIEF DESCRIPTION OF THE DRAWINGS

[0036] The accompanying drawings are only used to illustrate the embodiments and are not to be considered as limiting the present invention. In addition, the same reference symbols are used to represent the same components throughout the drawings. In the drawings:

[0037] Figure 1 A schematic diagram showing a flow chart of a first embodiment of a method for evaluating promotional creativity provided by the present invention;

[0038] Figure 2 A schematic flow chart showing a second embodiment of the method for evaluating promotional creativity provided by the present invention;

[0039] Figure 3 A schematic flow chart showing a third embodiment of the method for evaluating promotional creativity provided by the present invention;

[0040] Figure 4a A schematic diagram showing a flow chart of determining the evaluation score of a publicity creativity in the publicity creativity evaluation method provided by the present invention;

[0041] Figure 4b A schematic diagram showing a process of classifying the promotional ideas based on the labels of the promotional ideas in the promotional idea evaluation method provided by the present invention is shown;

[0042] Figure 4c A schematic diagram showing a flow chart of the promotional creativity evaluation method provided by the present invention for classifying the promotional creativity based on user behavior data of the promotional creativity;

[0043] Figure 5 The figure shows the structure of the first embodiment of the evaluation device for promotional creativity provided by the present invention. DETAILED DESCRIPTION

[0044] The exemplary embodiments of the present invention will be described in more detail below with reference to the accompanying drawings. Although exemplary embodiments of the present invention are shown in the drawings, it should be understood that the present invention can be implemented in various forms and should not be limited to the embodiments set forth herein.

[0045] Figure 1 FIG1 is a flow chart showing a first embodiment of a method for evaluating a promotional creativity of the present invention, wherein the method is executed by a device for evaluating a promotional creativity. Figure 1 As shown, the method includes the following steps:

[0046] Step 110: Obtain user behavior data after the promotional creative is exposed on at least one platform, wherein the user behavior data includes click-through rate and at least one of retention rate and subscription rate.

[0047] It should be understood that when a promotional creative is exposed on a platform, the same promotional creative can be exposed on one platform or on multiple platforms; for example, promotional creative A is exposed on platform X, platform Y, and platform Z.

[0048] Among them, user behavior data may include click-through rate and retention rate; it may also include click-through rate and payment rate; it may also include click-through rate, retention rate and payment rate.

[0049] Different user behavior data can represent user behaviors in different dimensions, and different behaviors of the same user can be determined through different user behavior data.

[0050] Click-through rate (CTR) measures the appeal of a promotional idea, determining whether users click on it after being exposed to it. Retention rate is an additional measure of its appeal, determining whether users, once interested, are willing to learn more about the product featured. Subscription rate is an additional measure of its appeal, determining whether users who show interest in a promotional idea are high-quality users (i.e., those who are willing to purchase the featured product).

[0051] Step 120: Determine an evaluation score for the promotional creative based on the user behavior data.

[0052] Based on the acquired user behavior data, namely the user's click-through rate and at least one of the retention rate and subscription rate, the evaluation score of the creative is determined by integrating the user behavior data, and the promotional creative is monitored through the user behavior data.

[0053] In the process from when promotional ideas are exposed to users to when they pay for an order, the closer it is to the ordering process, the more influencing factors there are; for example, after the user leaves their information, whether they are willing to test drive the car in the store will affect the user's payment.

[0054] It should be understood that when user behavior data includes click-through rate and retention rate, the evaluation score of the promotional idea is determined based on the click-through rate and retention rate; when user behavior data includes click-through rate and subscription rate, the evaluation score of the promotional idea is determined based on the click-through rate and subscription rate; when user behavior data includes click-through rate, retention rate and subscription rate, the evaluation score of the promotional idea is determined based on the click-through rate, retention rate and subscription rate.

[0055] This embodiment of the present invention obtains user behavior data after a promotional creative is exposed on at least one platform, wherein the user behavior data includes click-through rate, retention rate, and subscription rate. Furthermore, based on the user behavior data, an evaluation score for the promotional creative is determined. This improves the monitoring of promotional creative and enables evaluation of promotional creative.

[0056] Figure 2 FIG2 is a flow chart showing another embodiment of the method for evaluating the promotional creativity of the present invention, which is executed by the evaluation device for the promotional creativity. Figure 2 As shown, the method includes the following steps:

[0057] Step 210: Obtain user behavior data after the promotional creative is exposed on at least one platform, wherein the user behavior data includes click-through rate and at least one of retention rate and subscription rate.

[0058] User behavior data may include click-through rate and retention rate; it may also include click-through rate and subscription rate; it may also include click-through rate, retention rate and subscription rate.

[0059] Click-through rate (CTR) measures the appeal of a promotional creative. It measures whether users click on it after the creative is exposed to it. The CTR is determined based on monitoring the creative, including monitoring on third-party platforms and / or official platforms where the creative is distributed. The CTR is calculated based on the number of clicks and exposure to the creative.

[0060] For example, click-through rate can be determined by dividing the number of creative clicks by the creative impressions.

[0061] In some embodiments, the monitoring may be the monitoring of the promotional creative on a third-party delivery platform; the monitoring may be the monitoring of the promotional creative on an official platform; or the monitoring of the promotional creative on a third-party delivery platform and an official platform.

[0062] The retention rate is used to help measure the appeal of a promotional idea. Once a user becomes interested in a promotional idea, they are likely to learn more about the product featured in the idea. The subscription rate is used to help measure the appeal of a promotional idea. Once a user becomes interested in a promotional idea, they are likely to be high-quality users (i.e., they want to purchase the product featured in the idea). The retention rate and subscription rate are determined based on the landing page embedding points of the official platform and the official platform's database. The retention rate is determined based on the number of retentions and the number of creative clicks, while the subscription rate is determined based on the number of subscriptions and the number of creative clicks.

[0063] For example, the retention rate can be determined by dividing the number of retentions by the number of creative exposures; the subscription rate can be determined by dividing the number of subscriptions by the number of creative exposures.

[0064] In some embodiments, the number of paid orders may include the number of orders after online creative delivery, and may also include the number of offline orders, wherein the number of offline orders is based on data obtained from an official platform or an official database.

[0065] In some embodiments, offline order data can be determined based on user-provided information to determine whether it occurred based on a promotional creative.

[0066] The user behavior data of click rate, retention rate and subscription rate of the same user can be obtained through the same user identification code.

[0067] Each identification code corresponds to the number of creative clicks, number of contributions, and number of orders. The identification code can be used to deduplicate user contributions across different platforms. For example, the first platform where the identification code was obtained is used as the deduplication basis, and the contributions from that platform are used to filter out duplicate contributions from other platforms.

[0068] In one possible embodiment, the identification code may be the user's mobile phone number or information such as the user's ID number, which may be data that uniquely distinguishes each user.

[0069] For example, when the identification code can be a mobile phone number, the user behavior data of the same user is obtained based on the mobile phone numbers authorized by the user on different platforms. Of course, for the user's identification code, the embodiment of the present application follows the agreement with the user.

[0070] Step 220: Obtain preset weight data for the user behavior data.

[0071] The preset weight data includes a preset click rate weight, a preset subscription rate weight and a preset retention rate weight.

[0072] From the moment a promotional idea is exposed to a user until they place an order for the advertised car, they may express varying degrees of interest through various means, such as clicking, leaving a message, and visiting the store to experience it. These different user behaviors at different stages ultimately influence the weight of the structure of whether or not they place an order for the car.

[0073] In the process from when promotional ideas are exposed to users to when they pay for an order, the closer it is to the ordering process, the more influencing factors there are; for example, after the user leaves their information, whether they are willing to test drive the car in the store will affect the user's payment.

[0074] It should be understood that different user behaviors have different influencing factors in the process of evaluating whether a user ultimately purchases a car, and different user behavior data are given different influencing factors through preset weight data.

[0075] In some embodiments, the preset click rate weight is greater than the preset subscription rate weight, and the preset subscription rate weight is greater than the preset retention rate weight.

[0076] Step 230: Determine the evaluation score of the promotional creativity based on the relationship between the user behavior data and the preset weight data corresponding to the user behavior data.

[0077] The user behavior data includes click-through rate, retention rate and subscription rate; the preset weight data includes preset click-through rate weight, preset subscription rate weight and preset retention rate weight; the evaluation score is calculated according to the following formula:

[0078]

[0079] In the formula, S is the evaluation score of the promotional creativity, C is the click rate of the promotional creativity, P is the subscription rate of the promotional creativity, and M is the n To promote the retention rate of creativity, C is the preset click rate weight, ω P is the preset subscription rate weight, ω M The preset retention rate weight.

[0080] Wherein, in the formula, the preset click rate weight is greater than the preset subscription rate weight, and the preset subscription rate weight is greater than the preset retention rate weight.

[0081] This embodiment of the present invention obtains user behavior data after a promotional creative is exposed on at least one platform, wherein the user behavior data includes click-through rate, retention rate, and subscription rate. Furthermore, preset weight data for the user behavior data is obtained to determine an evaluation score for the promotional creative based on the relationship between the user behavior data and the preset weight data corresponding to the user behavior data. This improves monitoring of promotional creatives and enables evaluation of promotional creatives.

[0082] Figure 3 FIG2 is a flow chart showing another embodiment of the method for evaluating the promotional creativity of the present invention, which is executed by the evaluation device for the promotional creativity. Figure 3 As shown, the method includes the following steps:

[0083] Step 310: Obtain user behavior data after the promotional creative is exposed on at least one platform, wherein the user behavior data includes click-through rate and at least one of retention rate and subscription rate.

[0084] Click-through rate (CTR) measures the appeal of a promotional creative. It measures whether users click on it after the creative is exposed to it. The CTR is determined based on monitoring the creative, including monitoring on third-party platforms and / or official platforms where the creative is distributed. The CTR is calculated based on the number of clicks and exposure to the creative.

[0085] The retention rate is used to help measure the appeal of a promotional idea. Once a user becomes interested in a promotional idea, they are likely to learn more about the product featured in the idea. The subscription rate is used to help measure the appeal of a promotional idea. Once a user becomes interested in a promotional idea, they are likely to be high-quality users (i.e., they want to purchase the product featured in the idea). The retention rate and subscription rate are determined based on the landing page embedding points of the official platform and the official platform's database. The retention rate is determined based on the number of retentions and the number of creative clicks, while the subscription rate is determined based on the number of subscriptions and the number of creative clicks.

[0086] Step 320: Determine an evaluation score for the promotional creative based on the user behavior data.

[0087] Based on the acquired user behavior data, i.e., the user's click rate and at least one of the retention rate and subscription rate, the evaluation score of the creative idea is determined by integrating the user behavior data, and the promotional creative idea is monitored through the user behavior data. Figure 4a As shown, determining the evaluation score of the promotional creative based on the user behavior data includes the following steps:

[0088] Step 3201: Obtain preset weight data of the user behavior data.

[0089] The preset weight data includes a preset click rate weight, a preset subscription rate weight and a preset retention rate weight.

[0090] From the moment a promotional idea is exposed to a user until they place an order for the advertised car, they may express varying degrees of interest through various means, such as clicking, leaving a message, and visiting the store to experience it. These different user behaviors at different stages ultimately influence the weight of the structure of whether or not they place an order for the car.

[0091] In the process from when promotional ideas are exposed to users to when they pay for an order, the closer it is to the ordering process, the more influencing factors there are; for example, after the user leaves their information, whether they are willing to test drive the car in the store will affect the user's payment.

[0092] It should be understood that different user behaviors have different influencing factors in the process of evaluating whether a user ultimately purchases a car, and different user behavior data are given different influencing factors through preset weight data.

[0093] In some embodiments, the preset click rate weight is greater than the preset subscription rate weight, and the preset subscription rate weight is greater than the preset retention rate weight.

[0094] Step 3202: Determine the evaluation score of the promotional creativity based on the relationship between the user behavior data and the preset weight data corresponding to the user behavior data.

[0095] The user behavior data includes click-through rate, retention rate and subscription rate; the preset weight data includes preset click-through rate weight, preset subscription rate weight and preset retention rate weight; the evaluation score is calculated according to the following formula:

[0096]

[0097] In the formula, S is the evaluation score of the promotional creativity, C is the click rate of the promotional creativity, P is the subscription rate of the promotional creativity, and M is the n To promote the retention rate of creativity, C is the preset click rate weight, ω P is the preset subscription rate weight, ω M The preset retention rate weight.

[0098] Step 330: Classify the promotional creative based on at least one of the content, tags, and user behavior data of the promotional creative.

[0099] Among them, the content of the promotional creativity may include whole vehicle creativity, vehicle interior creativity, and scene creativity.

[0100] Promotional ideas in automobile companies may involve promotional ideas for the entire vehicle, promotional ideas for the interior of the vehicle, promotional ideas with scenes, etc. The preset types of promotional ideas may also be other types of promotional ideas in addition to the types of promotional ideas listed above, as long as the promotional ideas can be divided.

[0101] In some embodiments, a promotional creative may include multiple creative contents, and each creative content may be single and independent of other creative contents.

[0102] Step 340: Based on the evaluation scores of the promotional ideas in the same category, determine the comprehensive score of the promotional ideas in each category.

[0103] By classifying the promotional creatives and determining the comprehensive score of each category of promotional creatives, based on this, in the subsequent promotional creative delivery process, the comprehensive score will be used as a delivery factor, or one of the factors, for each type of promotional creative delivery.

[0104] When the promotional creative is classified based on the label of the promotional creative, such as Figure 4b As shown, the steps 330 and 340 include:

[0105] Step 3301: Obtain the label of the promotional creative.

[0106] Step 3302: Based on the tag, determine the type of content of the promotional creative, wherein the type includes at least one of whole vehicle creative, vehicle interior creative and scene creative.

[0107] By setting labels for promotional creatives, the content type of the promotional creatives can be quickly determined based on the labels in the data, thereby improving data analysis capabilities.

[0108] Step 3401: The sum of the evaluation scores of all the promotional ideas in the same category is used as the comprehensive score of the promotional ideas in the category, or the average of the evaluation scores of all the promotional ideas in the same category is used as the comprehensive score of the promotional ideas in the category.

[0109] In some embodiments, the comprehensive score of the promotional creativity of the same category based on the evaluation scores of all the promotional creativity of the same category may be determined by a mathematical method other than the sum or average.

[0110] When the promotional creative is classified based on the user behavior data of the promotional creative, such as Figure 4c As shown, the steps 330 and 340 include:

[0111] Step 3303: Based on the user behavior data, determine the type of the promotional creative, wherein the type includes a first type of promotional creative and a second type of promotional creative, the first type of promotional creative is composed of the promotional creative with a retention rate higher than a first preset value, and the second type of promotional creative is composed of the promotional creative with a subscription rate higher than a second preset value.

[0112] The promotional creatives are classified by the retention rate and subscription rate of user behavior data. The retention rate and subscription rate reflect the user's willingness to buy a car more than the click-through rate. Promotional creatives with high retention rate and high subscription rate as classification data have better guidance effects on the planning and delivery of subsequent promotional creatives.

[0113] Step 3402: Determine the comprehensive score of the first category of publicity creativity based on the evaluation score of the first category of publicity creativity, and determine the comprehensive score of the second category of publicity creativity based on the evaluation score of the second category of publicity creativity.

[0114] In some embodiments, user behavior data and tags of promotional creatives can also be considered simultaneously to improve the guiding effect of the comprehensive scoring of promotional creatives.

[0115] The embodiment of the present invention obtains user behavior data after the promotional creativity is exposed on at least one platform, wherein the user behavior data includes at least one of click-through rate, retention rate and subscription rate; further obtains preset weight data of the user behavior data, and determines the evaluation score of the promotional creativity based on the relationship between the user behavior data and the preset weight data corresponding to the user behavior data; classifies the promotional creativity according to the content, label and at least one of the user behavior data of the promotional creativity; and determines the comprehensive score of the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category; improves the monitoring of promotional creativity and realizes the evaluation of promotional creativity.

[0116] Figure 5 FIG. 1 is a schematic diagram showing the structure of an embodiment of the evaluation device for promotional creativity of the present invention. Figure 5 As shown, the promotional creative evaluation device 500 includes: a data acquisition module 510 and an evaluation score module 520.

[0117] a data acquisition module, configured to acquire user behavior data after the promotional creative is exposed on at least one platform, wherein the user behavior data includes at least one of a click-through rate, a retention rate, and a subscription rate;

[0118] An evaluation score module is used to determine the evaluation score of the promotional creativity based on the user behavior data.

[0119] In an optional manner, the evaluation scoring module is further configured to:

[0120] Obtaining preset weight data of the user behavior data;

[0121] An evaluation score of the promotional creativity is determined based on the relationship between the user behavior data and the preset weight data corresponding to the user behavior data.

[0122] In an optional manner, the user behavior data includes click-through rate, retention rate, and subscription rate; the preset weight data includes a preset click-through rate weight, a preset subscription rate weight, and a preset retention rate weight; and the evaluation score is calculated according to the following formula:

[0123]

[0124] In the formula, S is the evaluation score of the promotional creativity, C is the click rate of the promotional creativity, P is the subscription rate of the promotional creativity, and M is the n To promote the retention rate of creativity, C is the preset click rate weight, ω P is the preset subscription rate weight, ω M The preset retention rate weight.

[0125] In an optional manner, the preset click rate weight is greater than the preset subscription rate weight, and the preset subscription rate weight is greater than the preset retention rate weight.

[0126] In an optional manner, the device further includes a classification evaluation module, configured to:

[0127] Classifying the promotional creative based on at least one of the content, tags, and user behavior data of the promotional creative;

[0128] Based on the evaluation scores of the promotional ideas in the same category, a comprehensive score of the promotional ideas in each category is determined.

[0129] In an optional manner, the classification evaluation module is further used to:

[0130] Obtaining a label for the promotional creative;

[0131] Determining the type of content of the promotional creative based on the tag, wherein the type includes at least one of a whole vehicle creative, a vehicle interior creative, and a scene creative;

[0132] The sum of the evaluation scores of all the promotional ideas in the same category is used as the comprehensive score of the promotional ideas in the category, or the average value of the evaluation scores of all the promotional ideas in the same category is used as the comprehensive score of the promotional ideas in the category.

[0133] In an optional manner, the classification evaluation module is further used to:

[0134] Determining a type of the promotional creative based on the user behavior data, wherein the type includes a first type of promotional creative and a second type of promotional creative, wherein the first type of promotional creative is composed of promotional creatives having a retention rate higher than a first preset value, and the second type of promotional creative is composed of promotional creatives having a subscription rate higher than a second preset value;

[0135] Based on the evaluation scores of the first category of publicity ideas, a comprehensive score of the first category of publicity ideas is determined; and based on the evaluation scores of the second category of publicity ideas, a comprehensive score of the second category of publicity ideas is determined.

[0136] In an optional manner, the data acquisition module is further used to:

[0137] Determining a click-through rate based on monitoring of the promotional creative, wherein the monitoring includes monitoring of the promotional creative on a third-party delivery platform and / or an official platform, wherein the click-through rate is determined based on the number of clicks on the creative and the amount of exposure to the creative;

[0138] Based on the landing page embedding points of the official platform and the database of the official platform, the retention rate and the payment rate are determined, wherein the retention rate is determined based on the number of retentions and the number of creative clicks, and the payment rate is determined based on the number of payment orders and the number of creative clicks.

[0139] The embodiment of the present invention obtains user behavior data after the promotional creativity is exposed on at least one platform, wherein the user behavior data includes at least one of click-through rate, retention rate and subscription rate; further obtains preset weight data of the user behavior data, and determines the evaluation score of the promotional creativity based on the relationship between the user behavior data and the preset weight data corresponding to the user behavior data; classifies the promotional creativity according to the content, label and at least one of the user behavior data of the promotional creativity; and determines the comprehensive score of the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category; improves the monitoring of promotional creativity and realizes the evaluation of promotional creativity.

[0140] An embodiment of the present invention provides a computer-readable storage medium storing at least one executable instruction. When the executable instruction is executed on a promotional creativity evaluation device, the promotional creativity evaluation device executes the promotional creativity evaluation method in any of the above-mentioned method embodiments.

[0141] The executable instructions can be specifically used to enable the evaluation device for the promotional creativity to perform the following operations:

[0142] Obtaining user behavior data after the promotional creative is exposed on at least one platform, wherein the user behavior data includes click-through rate and at least one of retention rate and subscription rate;

[0143] Based on the user behavior data, an evaluation score of the promotional creative is determined.

[0144] In an optional manner, determining the evaluation score of the promotional creative based on the user behavior data further includes:

[0145] Obtaining preset weight data of the user behavior data;

[0146] An evaluation score of the promotional creativity is determined based on the relationship between the user behavior data and the preset weight data corresponding to the user behavior data.

[0147] In an optional manner, the user behavior data includes click-through rate, retention rate, and subscription rate; the preset weight data includes a preset click-through rate weight, a preset subscription rate weight, and a preset retention rate weight; and the evaluation score is calculated according to the following formula:

[0148]

[0149] In the formula, S is the evaluation score of the promotional creativity, C is the click rate of the promotional creativity, P is the subscription rate of the promotional creativity, and M is the n To promote the retention rate of creativity, C is the preset click rate weight, ω P is the preset subscription rate weight, ω M The preset retention rate weight.

[0150] In an optional manner, the preset click rate weight is greater than the preset subscription rate weight, and the preset subscription rate weight is greater than the preset retention rate weight.

[0151] In an optional manner, after determining the evaluation score of the promotional creative based on the user behavior data, the method further includes:

[0152] Classifying the promotional creative based on at least one of the content, tags, and user behavior data of the promotional creative;

[0153] Based on the evaluation scores of the promotional ideas in the same category, a comprehensive score of the promotional ideas in each category is determined.

[0154] In an optional manner, the classifying the promotional creative based on at least one of the content, tags, and user behavior data of the promotional creative further includes:

[0155] Obtaining a label for the promotional creative;

[0156] Determining the type of content of the promotional creative based on the tag, wherein the type includes at least one of a whole vehicle creative, a vehicle interior creative, and a scene creative;

[0157] Determining the comprehensive score of the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category further includes:

[0158] The sum of the evaluation scores of all the promotional ideas in the same category is used as the comprehensive score of the promotional ideas in the category, or the average value of the evaluation scores of all the promotional ideas in the same category is used as the comprehensive score of the promotional ideas in the category.

[0159] In an optional manner, the classifying the promotional creative based on at least one of the content, tags, and user behavior data of the promotional creative further includes:

[0160] Determining a type of the promotional creative based on the user behavior data, wherein the type includes a first type of promotional creative and a second type of promotional creative, wherein the first type of promotional creative is composed of promotional creatives having a retention rate higher than a first preset value, and the second type of promotional creative is composed of promotional creatives having a subscription rate higher than a second preset value;

[0161] Determining the comprehensive score of the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category further includes:

[0162] Based on the evaluation scores of the first category of publicity ideas, a comprehensive score of the first category of publicity ideas is determined; and based on the evaluation scores of the second category of publicity ideas, a comprehensive score of the second category of publicity ideas is determined.

[0163] In an optional manner, obtaining user behavior data after the promotional creative is exposed on at least one platform, wherein the user behavior data includes at least one of click-through rate, retention rate, and subscription rate, further includes:

[0164] Determining a click-through rate based on monitoring of the promotional creative, wherein the monitoring includes monitoring of the promotional creative on a third-party delivery platform and / or an official platform, wherein the click-through rate is determined based on the number of clicks on the creative and the amount of exposure to the creative;

[0165] Based on the landing page embedding points of the official platform and the database of the official platform, the retention rate and the payment rate are determined, wherein the retention rate is determined based on the number of retentions and the number of creative clicks, and the payment rate is determined based on the number of payment orders and the number of creative clicks.

[0166] The embodiment of the present invention obtains user behavior data after the promotional creativity is exposed on at least one platform, wherein the user behavior data includes at least one of click-through rate, retention rate and subscription rate; further obtains preset weight data of the user behavior data, and determines the evaluation score of the promotional creativity based on the relationship between the user behavior data and the preset weight data corresponding to the user behavior data; classifies the promotional creativity according to the content, label and at least one of the user behavior data of the promotional creativity; and determines the comprehensive score of the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category; improves the monitoring of promotional creativity and realizes the evaluation of promotional creativity.

[0167] The algorithms or displays provided herein are not inherently related to any particular computer, virtual system or other device. In addition, the embodiments of the present invention are not directed to any particular programming language.

[0168] In the description provided herein, numerous specific details are set forth. However, it is understood that embodiments of the present invention may be practiced without these specific details. Similarly, in order to streamline the present invention and aid in understanding one or more of the various inventive aspects, in the above description of exemplary embodiments of the present invention, various features of embodiments of the present invention are sometimes grouped together into a single embodiment, figure, or description thereof. The claims that follow the detailed description are hereby expressly incorporated into that detailed description, with each claim itself serving as a separate embodiment of the present invention.

[0169] Those skilled in the art will appreciate that the modules in the devices of the embodiments can be adaptively changed and installed in one or more devices different from the embodiments. The modules, units, or components in the embodiments can be combined into one module, unit, or component, and furthermore, they can be divided into multiple submodules, subunits, or subcomponents. Except that at least some of such features and / or processes or units are mutually exclusive.

[0170] It should be noted that the above embodiments illustrate rather than limit the invention, and that alternative embodiments may be devised by a person skilled in the art without departing from the scope of the appended claims. In the claims, any reference signs placed between brackets should not be construed as limiting the claims. The word "comprising" does not exclude the presence of elements or steps not listed in the claims. The word "a" or "an" preceding an element does not exclude the presence of a plurality of such elements. The present invention may be implemented by means of hardware comprising several different elements and by means of appropriately programmed computers. In a unit claim enumerating several means, several of these means may be embodied by the same item of hardware. The use of the words first, second, and third etc. does not indicate any order. These words may be interpreted as names. The steps in the above embodiments should not be understood as limiting the order of execution unless otherwise specified.

Claims

1. A method for evaluating publicity creativity, characterized in that: The method comprises: Obtaining user behavior data after the promotional creative is exposed on at least one platform, wherein the user behavior data includes click-through rate and at least one of retention rate and subscription rate; Determining an evaluation score for the promotional creative based on the user behavior data; Wherein, determining the evaluation score of the promotional creativity based on the user behavior data further includes: Obtaining preset weight data for the user behavior data, the user behavior data including click-through rate, retention rate, and subscription rate; the preset weight data including a preset click-through rate weight, a preset subscription rate weight, and a preset retention rate weight; the preset click-through rate weight being greater than the preset subscription rate weight, and the preset subscription rate weight being greater than the preset retention rate weight; The evaluation score of the promotional creativity is determined based on the relationship between the user behavior data and the preset weight data corresponding to the user behavior data. The evaluation score is calculated according to the following formula: In the formula, S is the evaluation score of the promotional creativity, C is the click rate of the promotional creativity, P is the subscription rate of the promotional creativity, and M is the n To promote the retention rate of creativity, C is the preset click rate weight, ω P is the preset subscription rate weight, ω M The preset retention rate weight; After determining the evaluation score of the promotional idea based on the user behavior data, the method further includes: Classifying the promotional creative based on at least one of the content, tags, and user behavior data of the promotional creative; Determine a comprehensive score for the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category; The classifying the promotional creative based on at least one of the content, the tag, and the user behavior data of the promotional creative includes: Obtaining a label for the promotional creative; Determining the type of content of the promotional creative based on the tag, wherein the type includes at least one of a whole vehicle creative, a vehicle interior creative, and a scene creative; Determining the comprehensive score of the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category further includes: The sum of the evaluation scores of all the promotional ideas in the same category is used as the comprehensive score of the promotional ideas in the category, or the average of the evaluation scores of all the promotional ideas in the same category is used as the comprehensive score of the promotional ideas in the category; The classifying the promotional creative based on at least one of the content, the tag, and the user behavior data of the promotional creative further includes: Determining a type of the promotional creative based on the user behavior data, wherein the type includes a first type of promotional creative and a second type of promotional creative, wherein the first type of promotional creative is composed of promotional creatives having a retention rate higher than a first preset value, and the second type of promotional creative is composed of promotional creatives having a subscription rate higher than a second preset value; Determining the comprehensive score of the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category also includes: Based on the evaluation scores of the first category of publicity ideas, a comprehensive score of the first category of publicity ideas is determined; and based on the evaluation scores of the second category of publicity ideas, a comprehensive score of the second category of publicity ideas is determined.

2. The evaluation method for publicity creativity according to claim 1, characterized in that: The obtaining of user behavior data after the promotional creative is exposed on at least one platform, wherein the user behavior data includes at least one of click-through rate, retention rate, and subscription rate, further includes: Obtaining a click-through rate based on monitoring of the promotional creative, wherein the monitoring includes monitoring of the promotional creative on a third-party delivery platform and / or an official platform, wherein the click-through rate is determined based on the number of clicks on the creative and the amount of exposure to the creative; Based on the landing page embedding points of the official platform and the database of the official platform, the retention rate and the payment rate are determined, wherein the retention rate is determined based on the number of retentions and the number of creative clicks, and the payment rate is determined based on the number of payment orders and the number of creative clicks.

3. A monitoring device for publicity creativity, characterized in that: The device comprises: a data acquisition module, configured to acquire user behavior data after the promotional creative is exposed on at least one platform, wherein the user behavior data includes at least one of a click-through rate, a retention rate, and a subscription rate; An evaluation score module, configured to determine an evaluation score of the promotional creative based on the user behavior data; The evaluation scoring module is further configured to obtain preset weight data for the user behavior data, wherein the user behavior data includes click-through rate, retention rate, and subscription rate; the preset weight data includes a preset click-through rate weight, a preset subscription rate weight, and a preset retention rate weight; the preset click-through rate weight is greater than the preset subscription rate weight, and the preset subscription rate weight is greater than the preset retention rate weight; Furthermore, it is used to determine the evaluation score of the promotional creativity based on the relationship between the user behavior data and the preset weight data corresponding to the user behavior data. The evaluation score is calculated according to the following formula: In the formula, S is the evaluation score of the promotional creativity, C is the click rate of the promotional creativity, P is the subscription rate of the promotional creativity, and M is the n To promote the retention rate of creativity, C is the preset click rate weight, ω P is the preset subscription rate weight, ω M The preset retention rate weight; After determining the evaluation score of the promotional creative based on the user behavior data, the method further includes: Classifying the promotional creative based on at least one of the content, tags, and user behavior data of the promotional creative; Determine a comprehensive score for the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category; The classifying the promotional creative based on at least one of the content, the tag, and the user behavior data of the promotional creative includes: Obtaining a label for the promotional creative; Determining the type of content of the promotional creative based on the tag, wherein the type includes at least one of a whole vehicle creative, a vehicle interior creative, and a scene creative; Determining the comprehensive score of the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category further includes: The sum of the evaluation scores of all the promotional ideas in the same category is used as the comprehensive score of the promotional ideas in the category, or the average of the evaluation scores of all the promotional ideas in the same category is used as the comprehensive score of the promotional ideas in the category; The classifying the promotional creative based on at least one of the content, the tag, and the user behavior data of the promotional creative further includes: Determining a type of the promotional creative based on the user behavior data, wherein the type includes a first type of promotional creative and a second type of promotional creative, wherein the first type of promotional creative is composed of promotional creatives having a retention rate higher than a first preset value, and the second type of promotional creative is composed of promotional creatives having a subscription rate higher than a second preset value; Determining the comprehensive score of the promotional creativity in each category based on the evaluation scores of the promotional creativity in the same category also includes: Based on the evaluation scores of the first category of publicity ideas, a comprehensive score of the first category of publicity ideas is determined; and based on the evaluation scores of the second category of publicity ideas, a comprehensive score of the second category of publicity ideas is determined.

4. A computer-readable storage medium, characterized in that The storage medium stores at least one executable instruction. When the executable instruction is executed on the monitoring device for publicity creativity, the monitoring device for publicity creativity executes the operation of the evaluation method for publicity creativity according to any one of claims 1 to 2.

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