Advertisement precision marketing putting method and system

Abstract

The invention is suitable for the technical field of advertisement putting, and provides an advertisement precision marketing putting method and system, and the method comprises the steps: obtaining historical shopping mall data which comprises shopping mall layout, passenger flow data, marketing activity and behavior data; judging an advertisement putting position according to the shopping mall data, obtaining customer staying time, and judging an advertisement type according to the staying time; acquiring real-time shopping mall data, comparing the real-time shopping mall data with historical shopping mall data, judging an advertisement effect according to a comparison result, and if the advertisement effect is judged to be a negative effect, replacing the advertisement information; and if it is judged that the effect is positive, obtaining a promotion index, the promotion index comprising a quantitative evaluation index and a qualitative evaluation index, and optimizing the advertisement content and putting according to the promotion index, thereby solving the problems that whether the advertisement putting achieves a predicted effect cannot be determined, and different advertisements cannot be put according to different positions in a shopping mall, so that the advertisement putting efficiency is improved. And the advertisement cannot be replaced according to the putting effect.

Description

Technical Field

[0001] The present invention belongs to the technical field of advertising delivery, and in particular, relates to a method and system for precision marketing advertising delivery. Background Art

[0002] Today, with the rapid economic development, people's living standards are constantly improving, and large shopping malls have become one of the main places for people to entertain themselves. During holidays, the flow of customers in large shopping malls will be more concentrated.

[0003] Currently, advertising in shopping malls is basically carried out in places with large traffic flow in the mall. The advertisements placed are for the content and introduction of activities in the mall, so as to achieve the effect of increasing sales and attracting traffic to the mall.

[0004] However, this advertising method has the problem that it is impossible to determine whether the advertising has achieved the expected effect. At the same time, it is not possible to place different advertisements according to different locations in the mall, and it is impossible to replace advertisements according to the effectiveness of the advertising. Summary of the invention

[0005] The purpose of the embodiments of the present invention is to provide a method for precise advertising marketing, aiming to solve the problem raised in the third part of the background technology.

[0006] The embodiment of the present invention is implemented as follows: a method for precise advertising marketing, the method comprising: Acquire historical shopping mall data, including shopping mall layout, customer flow data, marketing activities and behavior data; Determine the advertising placement location based on the mall data, including the main entrance, cashier area, and escalator entrance of the mall, obtain the customer's stay time, and determine the type of advertisement based on the stay time; Obtain real-time shopping mall data, compare the real-time shopping mall data with historical shopping mall data, and determine the advertising effect based on the comparison results. If it is determined to be a negative effect, replace the advertising information; If it is determined to be a positive effect, a boost index is obtained, which includes quantitative evaluation indicators and qualitative evaluation indicators, and the advertising content and delivery are optimized according to the boost index.

[0007] Preferably, the step of determining the advertisement placement location based on the mall data, the advertisement placement location including the mall main entrance, the cashier area and the escalator entrance, obtaining the customer's stay time, and determining the advertisement type based on the stay time specifically includes: Obtain the area where customers pass most frequently, including the main entrance of the mall, the cashier area, and the escalator entrance, obtain the customer's stay time in the area, and determine the type of advertisement based on the stay time; Obtain the customer's stay time. If the customer's stay time exceeds a threshold, obtain the location information of the stay point and determine the advertisement type based on the stay point location information. Obtain subject area information based on historical shopping mall data, and determine the type of advertisement based on the subject area information.

[0008] Preferably, the step of obtaining real-time shopping mall data, comparing the real-time shopping mall data with historical shopping mall data, and determining the advertising effect according to the comparison result, and replacing the advertising information if it is determined to be a negative effect, specifically includes: Acquire real-time shopping mall data, which is shopping mall data after advertisement delivery, and compare the real-time shopping mall data with historical shopping mall data; If the real-time market data is better than the historical market data, it is judged as a positive effect; If the real-time shopping mall data is lower than the historical shopping mall data, it is determined to be a negative effect, and the advertising information is replaced, and the replacement of the advertising information includes adjusting the type, form and display time of the advertising content.

[0009] Preferably, if it is determined to be a positive effect, a lift index is obtained, the lift index includes a quantitative evaluation index and a qualitative evaluation index, and the steps of optimizing the advertising content and delivery according to the lift index specifically include: If it is determined to be a positive effect, quantitative evaluation indicators and qualitative evaluation indicators are obtained, wherein the quantitative evaluation indicators include changes in customer flow, changes in length of stay, and sales conversion rate, and the qualitative evaluation indicators include customer feedback; Compare the improvement index with the improvement interval, where the improvement interval is a preset different level, and confirm whether the improvement index reaches the preset target; If it is judged as not meeting the standards, the advertising content and delivery will be optimized based on the lift index.

[0010] Preferably, the theme area includes a food court, a makeup area and a parent-child interaction area.

[0011] Another object of an embodiment of the present invention is to provide an advertisement precision marketing delivery system, the system comprising: A historical data module, which obtains historical shopping mall data, including shopping mall layout, customer flow data, marketing activities and behavior data; The delivery module determines the advertising delivery location based on the mall data, including the main entrance of the mall, the cashier area and the escalator entrance, obtains the customer's stay time, and determines the type of advertisement based on the stay time; The effect module obtains real-time shopping mall data, compares the real-time shopping mall data with the historical shopping mall data, and determines the advertising effect based on the comparison results. If it is determined to be a negative effect, the advertising information is replaced; The optimization module obtains a boost index if it is determined to be a positive effect. The boost index includes a quantitative evaluation index and a qualitative evaluation index. Advertisement content and delivery are optimized according to the boost index.

[0012] Preferably, the delivery module includes: Area unit, obtaining the area where customers pass most frequently, including the main entrance of the mall, the cashier area and the escalator entrance, obtaining the customer's stay time in the area, and determining the type of advertisement based on the stay time; The stay point unit obtains the customer's stay time. If the customer's stay time exceeds a threshold, the location information of the stay point is obtained, and the advertisement type is determined according to the stay point location information; The theme area unit obtains theme area information based on historical shopping mall data and determines the advertisement type based on the theme area information.

[0013] Preferably, the effect module includes: A comparison unit, which obtains real-time shopping mall data, wherein the real-time shopping mall data is shopping mall data after advertisement placement, and compares the real-time shopping mall data with historical shopping mall data; Positive effect unit: if the real-time market data is better than the historical market data, it is judged as a positive effect; The negative effect unit determines that if the real-time shopping mall data is lower than the historical shopping mall data, it is considered as a negative effect, and the advertisement information is replaced. The replacement of the advertisement information includes adjusting the type, form and display time of the advertisement content.

[0014] Preferably, the optimization module includes: The indicator unit, if it is determined to be a positive effect, obtains quantitative evaluation indicators and qualitative evaluation indicators, the quantitative evaluation indicators include changes in customer flow, changes in length of stay and sales conversion rate, and the qualitative evaluation indicators include customer feedback; An interval unit compares the improvement index with the improvement interval, where the improvement interval is a preset different level, and confirms whether the improvement index reaches the preset target; The optimization unit, if it is judged as not meeting the standards, will optimize the advertising content and delivery according to the improvement index.

[0015] Preferably, the theme area includes a food court, a makeup area and a parent-child interaction area.

[0016] The embodiment of the present invention provides an advertisement precision marketing delivery method, which obtains historical shopping mall data, records customer flow through sensors installed at shopping mall entrances, stairs, passages and other locations, obtains customer behavior data in the shopping mall by capturing Bluetooth signals of customer mobile phones, obtains shopping mall layout through design drawings, determines the advertisement delivery location according to the shopping mall data, knows the area where customers pass most frequently, obtains the customer residence time in the area, and obtains the location information of the residence point when the customer residence time exceeds a threshold, determines the advertisement type according to the residence time, and delivers different types of advertisements at different locations to increase the customer's advertisement viewing rate, thereby increasing sales, obtains real-time shopping mall data, compares the real-time shopping mall data with the historical shopping mall data, and obtains whether the sales of the shopping mall after the advertisement delivery is improved. If there is an improvement, it indicates a positive effect. Quantitative evaluation indicators and qualitative evaluation indicators are compared, and the improvement index is compared with the improvement interval to confirm whether the improvement index reaches a preset target. If there is no improvement, it indicates a negative effect. If there is a negative effect, the advertisement information is replaced, thereby solving the problem that it is impossible to determine whether the advertisement delivery has achieved the expected effect, and different advertisements cannot be delivered according to different locations in the shopping mall, and the advertisement cannot be replaced according to the effect of the delivery. BRIEF DESCRIPTION OF THE DRAWINGS

[0017] Figure 1 A flowchart of a method for precision advertising marketing provided by an embodiment of the present invention; Figure 2 A flowchart of the steps of determining the advertisement placement location according to the mall data and determining the advertisement type according to the dwell time provided by an embodiment of the present invention; Figure 3 A flowchart of the steps of obtaining real-time shopping mall data, comparing the real-time shopping mall data with historical shopping mall data, and determining the advertising effect according to the comparison result provided by an embodiment of the present invention; Figure 4 A flowchart of the steps of obtaining a boost index if it is determined to be a positive effect and optimizing the advertisement content and delivery according to the boost index provided by an embodiment of the present invention; Figure 5 An architecture diagram of an advertising precision marketing delivery system provided by an embodiment of the present invention; Figure 6 An architectural diagram of a delivery module provided in an embodiment of the present invention; Figure 7 An architectural diagram of an effect module provided in an embodiment of the present invention; Figure 8 An architectural diagram of an optimization module provided in accordance with an embodiment of the present invention. DETAILED DESCRIPTION

[0018] In order to make the purpose, technical solution and advantages of the present invention more clearly understood, the present invention is further described in detail below in conjunction with the accompanying drawings and embodiments. It should be understood that the specific embodiments described herein are only used to explain the present invention and are not intended to limit the present invention.

[0019] like Figure 1 As shown, an advertisement precision marketing delivery method provided by an embodiment of the present invention includes: S100, obtaining historical shopping mall data, where the shopping mall data includes shopping mall layout, customer flow data, marketing activities and behavior data.

[0020] In this step, historical mall data is obtained, customer flow is recorded through sensors installed at mall entrances, stairs, and passages, and customer behavior data in the mall is obtained by capturing Bluetooth signals from customers' mobile phones. The mall layout is obtained through design drawings, and the advertising placement location is determined based on the mall data. For example, infrared sensors, thermal sensors, laser counters, etc. can be installed in key locations such as shopping mall entrances and exits, underground parking lots, and main passages to count the number of customers passing by, so as to know the customers' habitual paths and customer behavior data such as the time they stay in front of a billboard or product, which reflects the customers' interests, the proportion of customers participating in interactive advertising or scanning codes, evaluate the attractiveness of advertisements, obtain the customers' flow paths and staying areas, and indirectly infer the rationality of the mall layout and the customers' concerns.

[0021] Through data from multiple sources, shopping malls can fully grasp customer behavior, sales performance, customer feedback, operating conditions, etc. This data not only helps to evaluate the effectiveness of current advertising and marketing activities, but also provides data support for future strategy optimization.

[0022] S200, determining the advertisement placement location based on the mall data, wherein the placement location includes the main entrance of the mall, the checkout area, and the escalator entrance, obtaining the customer's stay time, and determining the advertisement type based on the stay time.

[0023] In this step, the advertising placement location is determined based on the mall data. The advertising placement locations are selected from four places: high traffic areas, points where customers stay for a long time, customer movement paths, and specific theme areas. For example, to ensure maximum exposure of advertisements, a huge LED screen advertisement is set up at the fence of the main entrance of the shopping mall to display current promotions; a touch screen advertisement is set up at the elevator entrance as a stop point where customers stay for a long time. Customers can browse more brand information or participate in interactive games through the touch screen while waiting for the elevator, which enhances the customer's sense of participation; advertisements on the customer's path should match the customer's line of sight and direction of movement. Vertical light box advertisements are set up on the side next to the escalator so that customers can easily see the advertising content when going up and down the escalator; advertisements for food and beverage brands are set up near the food court of the mall to attract customers to consume when they are tired of shopping.

[0024] S300, obtaining real-time shopping mall data, comparing the real-time shopping mall data with historical shopping mall data, and judging the advertising effect according to the comparison result. If it is judged to be a negative effect, the advertising information is replaced.

[0025] In this step, real-time mall data is obtained, and through customer flow statistics, it is observed whether the customer flow at A changes due to the advertising. If the customer flow at A increases after the advertisement about A is released, it may indicate that the advertisement has attracted more customers' attention. If the advertisement is interactive, such as touch screen or code scanning activities, the advertising effect can be evaluated by counting the number of interactions, participation rate and other data. If the customer participation is high, it means that the advertisement is attractive; The advertising effect is judged based on the comparison results. If the customer flow and dwelling time at point A are significantly increased due to the advertisement, it is judged to be a positive effect. If the customer flow and dwelling time at point A are reduced or not increased due to the advertisement, and customers avoid the advertising area or are unwilling to stay in front of the advertisement, it is judged to be a negative effect, and the advertising information needs to be changed. For example, for family shoppers, advertisements related to family consumption can be placed. For business people, advertisements related to work can be placed. Try different advertising content and formats, observe their impact on customer behavior and sales, and ultimately select the advertising type with the best effect.

[0026] S400: If it is determined to be a positive effect, a boost index is obtained, where the boost index includes a quantitative evaluation index and a qualitative evaluation index, and the advertisement content and delivery are optimized according to the boost index.

[0027] In this step, if it is determined to be a positive effect, the return on investment (ROI) of the advertising is positive, that is, the ratio of the revenue brought by the advertisement to the advertising cost is greater than 1. The evaluation of the attractive effect of the advertisement involves a variety of quantitative and qualitative indicators, through which we can fully understand the performance of the advertisement and the response of customers; According to the evaluation results, the advertising content and delivery strategy need to be continuously optimized to ensure the maximum advertising effect and maximize the ROI value. For example, the advertising content of the mall should be updated regularly according to seasons, festivals, promotional activities, etc. Customers often visit the mall, and if the advertising content remains unchanged for a long time, it may cause visual fatigue and reduce the attractiveness of the advertisement.

[0028] like Figure 2 As shown, as a preferred embodiment of the present invention, the steps of determining the advertising placement location based on the mall data, the placement location including the main entrance of the mall, the cashier area and the escalator entrance, obtaining the customer's stay time, and determining the advertisement type based on the stay time specifically include: S201, obtaining the area where customers pass most frequently, including the main entrance of the mall, the checkout area and the escalator entrance, obtaining the customer stay time in the area, and determining the advertisement type according to the stay time.

[0029] In this step, the areas where customers pass most frequently are obtained. The traffic areas are the areas where customers pass most frequently, such as the mall parking lot, main entrance, cashier area, escalator entrance, etc. These areas are the golden locations for advertising, which can ensure that the advertisements are exposed to the greatest extent. You can choose advertising forms with strong visual impact to quickly attract customers' attention, such as large posters, LED screens, 3D advertisements, etc. Such advertisements usually have bright colors, concise and powerful copywriting, and eye-catching images or videos. For example, a large LED screen can be installed at the main entrance of the mall to play the latest brand promotion video. As soon as customers enter the mall, they will be attracted by the dynamic video content, which effectively increases the brand's exposure.

[0030] S202, obtaining the customer's stay time. If the customer's stay time exceeds a threshold, obtaining the location information of the stay point, and determining the advertisement type according to the stay point location information.

[0031] In this step, obtain the customer's stay time and set the viewing time threshold based on the length and complexity of the ad content. For example, if the ad is a 10-second short video, it may be necessary for the customer to stay for at least 8-10 seconds to be considered as effective viewing. If the ad is a static image or a short text ad, staying for 3-5 seconds is sufficient; If the customer's stay time exceeds the threshold, the location information of the stop point is obtained, such as the elevator entrance, escalator side, mall entrance and cashier counter. These areas are usually where customers naturally stay and are suitable for advertising. By capturing the Bluetooth signal of the customer's mobile phone, the customer's stay time and stop point in the mall are obtained. In order to more accurately evaluate the advertising effect, you can set multiple dwell time thresholds and divide the viewing level according to different thresholds. For example: Short stay: The stay time is between 2-5 seconds. Users may see the ad but may not read or watch it in detail.

[0032] Medium dwell time: The dwell time is between 5-10 seconds, and it is more likely that the user will see and read the ad content.

[0033] Long stay: If the stay time exceeds 10 seconds, it is almost certain that the customer has viewed or interacted with the advertisement in detail.

[0034] You can choose to use dynamic ads in combination with static ads. For example, you can set up dynamic video ads next to elevators and static image ads inside elevators or next to escalators. Dynamic ads can convey complex information, while static ads allow customers to quickly obtain key information in a short period of time.

[0035] S203, acquiring theme area information according to historical shopping mall data, and determining the advertisement type according to the theme area information.

[0036] In this step, theme area information is obtained based on historical mall data, and advertisements related to the theme of the area are placed in specific theme areas within the mall, such as food courts, fashion areas, and family areas, which can improve the relevance and attractiveness of advertisements; The combination of sound effects and lighting can create a unique atmosphere for advertising and attract multi-sensory attention. In the theme activity area of ​​the shopping mall, a light show and background music can be used to match a brand's new product launch to attract a large number of customers to watch and experience the product.

[0037] like Figure 3 As shown, as a preferred embodiment of the present invention, the step of obtaining real-time shopping mall data, comparing the real-time shopping mall data with historical shopping mall data, judging the advertising effect according to the comparison result, and replacing the advertising information if it is judged to be a negative effect, specifically includes: S301, obtaining real-time shopping mall data, wherein the real-time shopping mall data is shopping mall data after advertisement is placed, and comparing the real-time shopping mall data with historical shopping mall data.

[0038] In this step, real-time mall data is obtained, and through customer flow statistics, it is observed whether the customer flow at A changes due to advertising. If the customer flow at A increases after the advertisement about A is released, it may indicate that the advertisement has attracted more customers' attention. If the advertisement is interactive, such as touch screen or code scanning activities, the advertising effect can be evaluated by counting the number of interactions, participation rate and other data. If the customer participation is high, it means that the advertisement is attractive, and the increase or decrease in A's sales can be used to determine whether the advertising is effective.

[0039] S302: If the real-time market data is better than the historical market data, it is determined to be a positive effect.

[0040] In this step, if the real-time mall data is better than the historical mall data, it means that the advertisement is attractive and the mall's sales have increased, then it is judged as a positive effect. For example, if the advertisement promotes a product, the daily sales of the product is 50 pieces before the advertisement is released, and the daily sales increase to 80 pieces after the advertisement is released. If the customer flow at point A is 1,000 people, the sales conversion rate increases from 5% to 8%; For example, before the advertisement was released, the average daily customer flow at A was 1,000. After the advertisement was released, the customer flow increased to 1,200, indicating that the advertisement attracted more customers' attention; Before the ad was released, the average time customers stayed at location A was 5 seconds. After the new ad was released, the average time increased to 8 seconds, indicating that customers paid more attention to the ad content.

[0041] S303: If the real-time shopping mall data is lower than the historical shopping mall data, it is determined to be a negative effect, and the advertisement information is replaced. The replacement of the advertisement information includes adjusting the type, form and display time of the advertisement content.

[0042] In this step, if the real-time mall data is lower than the historical mall data, and the sales of related goods or services have not increased or even decreased after the advertisement is released, it is necessary to change the advertisement content and advertisement type. According to the specific environment and customer behavior at location A, adjust the advertisement format. If it is determined to be a negative effect, change the advertisement information. For example, in areas where customers stay for a long time, dynamic advertisements or interactive advertisements can be tried; in areas where customers pass quickly, choose concise and clear static advertisements. Conduct A / B testing at point A, try different advertising content and formats, observe their impact on customer behavior and sales, and ultimately select the advertising type with the best effect.

[0043] like Figure 4 As shown, as a preferred embodiment of the present invention, if it is determined to be a positive effect, a lift index is obtained, and the lift index includes a quantitative evaluation index and a qualitative evaluation index. The steps of optimizing the advertising content and delivery according to the lift index specifically include: S401, if it is determined to be a positive effect, then obtaining quantitative evaluation indicators and qualitative evaluation indicators, the quantitative evaluation indicators include changes in customer flow, changes in length of stay, and sales conversion rate, and the qualitative evaluation indicators include customer feedback.

[0044] In this step, if it is determined to be a positive effect, the return on investment (ROI) of the advertising is a positive value, that is, the ratio of the revenue brought by the advertising to the advertising cost. For example, the cost of advertising at A is 10,000 yuan, and the additional sales brought by the advertising is 50,000 yuan, then the ROI is 5. This means that for every 1 yuan of advertising cost invested, 5 yuan of revenue is generated; Analyze the changes in the number of customers passing through the advertising area before and after the advertisement is released. An increase in customer traffic usually indicates that the advertisement has attracted more customers' attention; by capturing the Bluetooth signal of customers' mobile phones, the average time customers stay in the advertising area is obtained. If the customer stay time increases, it usually indicates that the advertising content has aroused the customer's interest; evaluate the impact of the advertisement on the sales of related products or services, and determine the actual effect of the advertisement by analyzing the sales data and conversion rate of the advertising area.

[0045] At the same time, through questionnaire surveys and other means, we can directly obtain customers' perception and evaluation of advertisements, understand customers' acceptance of advertisements, and facilitate advertisement optimization.

[0046] S402, comparing the improvement index with the improvement interval, where the improvement interval is a preset different level, to confirm whether the improvement index reaches a preset target.

[0047] In this step, compare the lift index with the lift range. Before the ad is launched, set the expected lift range based on historical data, market research and advertising goals. The lift range is usually divided into several levels to represent different levels of advertising effectiveness. Three lift range levels are set: Low-end improvement: indicates that the advertising effect is slightly improved, but does not reach the expected target. It is usually the lower limit of the expected improvement, 3%-5%; Mid-range improvement: indicates that the advertising effect is in line with expectations and the main goal of advertising is achieved, 5%-10%; High-end improvement: indicates that the advertising effect significantly exceeds expectations, reaching or exceeding the ideal state of advertising delivery, with an increase of more than 10%; Use the actual improvement index to confirm which range you are in.

[0048] For example, if sales increase from 5% to 8%, an increase of 60%, according to the preset increase range, it is a high-end increase, which means that the impact of advertising on sales conversion rate is very positive.

[0049] S403: If it is determined that the standard is not met, the advertisement content and delivery are optimized according to the improvement index.

[0050] In this step, if it is judged as not meeting the standard, it is at a low level of improvement, and it is necessary to adjust and optimize the advertising. According to the specific environment and customer behavior at A, adjust the advertising format. If it is judged as having a negative effect, change the advertising information. For example, in areas where customers stay for a long time, dynamic advertising or interactive advertising can be tried; in areas where customers pass quickly, choose concise and clear static advertising; Conduct A / B testing at point A, try different advertising content and formats, observe their impact on customer behavior and sales, and ultimately select the advertising type with the best effect.

[0051] like Figure 5 As shown, an advertisement precision marketing delivery system provided by an embodiment of the present invention includes: The historical data module 100 is used to obtain historical shopping mall data, which includes shopping mall layout, customer flow data, marketing activities and behavior data.

[0052] In this system, the historical data module 100 obtains historical shopping mall data, records customer flow through sensors installed at shopping mall entrances, stairs, passages, etc., obtains customer behavior data in the mall by capturing Bluetooth signals from customer mobile phones, obtains mall layouts through design drawings, and determines advertising placement locations based on mall data; For example, infrared sensors, thermal sensors, laser counters, etc. can be installed in key locations such as shopping mall entrances and exits, underground parking lots, and main passages to count the number of customers passing by, so as to know the customers' habitual paths and customer behavior data such as the time they stay in front of a billboard or product, which reflects the customers' interests, the proportion of customers participating in interactive advertising or scanning codes, evaluate the attractiveness of advertisements, obtain the customers' flow paths and staying areas, and indirectly infer the rationality of the mall layout and the customers' concerns.

[0053] The delivery module 200 is used to determine the advertisement delivery location based on the mall data, wherein the delivery location includes the main entrance of the mall, the checkout area and the escalator entrance, obtain the customer's stay time, and determine the advertisement type based on the stay time.

[0054] In this system, the placement module 200 determines the advertisement placement location based on the mall data, and the advertisement placement location selects four places: high traffic area, customer stay time point, customer movement path and specific theme area; For example, to ensure maximum exposure of advertisements, a huge LED screen advertisement is set up at the fence of the main entrance of the shopping mall to display current promotions; a touch screen advertisement is set up at the elevator entrance as a stop point where customers stay for a long time. Customers can browse more brand information or participate in interactive games through the touch screen while waiting for the elevator, which enhances the customer's sense of participation; advertisements on the customer's path should match the customer's line of sight and direction of movement. Vertical light box advertisements are set up on the side next to the escalator so that customers can easily see the advertising content when going up and down the escalator; advertisements for food and beverage brands are set up near the food court of the mall to attract customers to consume when they are tired of shopping.

[0055] The effect module 300 is used to obtain real-time shopping mall data, compare the real-time shopping mall data with historical shopping mall data, and determine the advertising effect based on the comparison result. If it is determined to be a negative effect, the advertising information is replaced.

[0056] In this system, the effect module 300 obtains real-time shopping mall data and observes whether the customer flow at A changes due to the advertising through customer flow statistics. If the customer flow at A increases after the advertisement about A is released, it may indicate that the advertisement attracts more customers' attention. If the advertisement is interactive, such as touch screen or code scanning activities, the advertising effect can be evaluated by counting the number of interactions, participation rate and other data. If the customer participation is high, it indicates that the advertisement is attractive; The advertising effect is judged based on the comparison results. If the customer flow and dwelling time at point A are significantly increased due to the advertisement, it is judged to be a positive effect. If the customer flow and dwelling time at point A are reduced or not increased due to the advertisement, and customers avoid the advertising area or are unwilling to stay in front of the advertisement, it is judged to be a negative effect, and the advertising information needs to be changed. For example, for family shoppers, advertisements related to family consumption can be placed. For business people, advertisements related to work can be placed. Try different advertising content and formats, observe their impact on customer behavior and sales, and ultimately select the advertising type with the best effect.

[0057] The optimization module 400 is used to obtain a boost index if it is determined to be a positive effect. The boost index includes a quantitative evaluation index and a qualitative evaluation index, and optimize the advertisement content and delivery according to the boost index.

[0058] In this system, if the optimization module 400 determines that the effect is positive, the return on investment (ROI) of the advertising is positive, that is, the ratio of the revenue brought by the advertisement to the advertising cost is greater than 1. The evaluation of the attractive effect of the advertisement involves a variety of quantitative and qualitative indicators, through which the performance of the advertisement and the customer's response can be fully understood; According to the evaluation results, the advertising content and delivery strategy need to be continuously optimized to ensure the maximum advertising effect and maximize the ROI value. For example, the advertising content of the mall should be updated regularly according to seasons, festivals, promotional activities, etc. Customers often visit the mall, and if the advertising content remains unchanged for a long time, it may cause visual fatigue and reduce the attractiveness of the advertisement.

[0059] like Figure 6 As shown, as a preferred embodiment of the present invention, the delivery module 200 includes: The area unit 201 is used to obtain the area where customers pass most frequently, including the main entrance of the mall, the checkout area and the escalator entrance, obtain the customer's stay time in the area, and determine the advertisement type according to the stay time.

[0060] In this module, the area unit 201 obtains the area where customers pass by most frequently. The traffic area is the area where customers pass by most frequently, such as the shopping mall parking lot, main entrance, cashier area, escalator entrance, etc. These areas are the golden locations for advertising, which can ensure that the advertisements are exposed to the greatest extent; You can choose advertising forms with strong visual impact to quickly attract customers' attention, such as large posters, LED screens, 3D advertisements, etc. Such advertisements usually have bright colors, concise and powerful copywriting, and eye-catching images or videos. For example, a large LED screen can be installed at the main entrance of the mall to play the latest brand promotion video. As soon as customers enter the mall, they will be attracted by the dynamic video content, which effectively increases the brand's exposure.

[0061] The stay point unit 202 is used to obtain the customer's stay time. If the customer's stay time exceeds a threshold, the location information of the stay point is obtained, and the advertisement type is determined according to the stay point location information.

[0062] In this module, the stay point unit 202 obtains the customer's stay time and sets the viewing time threshold according to the length and complexity of the advertisement content. For example, if the advertisement is a 10-second short video, the customer may need to stay for at least 8-10 seconds to be considered as effective viewing. If the advertisement is a static image or a short text advertisement, it only takes 3-5 seconds to stay; If the customer's stay time exceeds the threshold, the location information of the stop point is obtained, such as the elevator entrance, escalator side, mall entrance and cashier counter. These areas are usually where customers naturally stay and are suitable for advertising. By capturing the Bluetooth signal of the customer's mobile phone, the customer's stay time and stop point in the mall are obtained. In order to more accurately evaluate the advertising effect, you can set multiple dwell time thresholds and divide the viewing level according to different thresholds. For example: Short stay: The stay time is between 2-5 seconds. Users may see the ad but may not read or watch it in detail.

[0063] Medium dwell time: The dwell time is between 5-10 seconds, and it is more likely that the user will see and read the ad content.

[0064] Long stay: If the stay time exceeds 10 seconds, it is almost certain that the customer has viewed or interacted with the advertisement in detail.

[0065] You can choose to use dynamic ads in combination with static ads. For example, you can set up dynamic video ads next to elevators and static image ads inside elevators or next to escalators. Dynamic ads can convey complex information, while static ads allow customers to quickly obtain key information in a short period of time.

[0066] The theme area unit 203 is used to obtain theme area information according to historical shopping mall data, and determine the advertisement type according to the theme area information.

[0067] In this module, the theme area unit 203 obtains theme area information based on historical mall data, and places advertisements related to the theme of the area in specific theme areas in the mall, such as food courts, fashion areas, and family areas, which can improve the relevance and attractiveness of advertisements; The combination of sound effects and lighting can create a unique atmosphere for advertising and attract multi-sensory attention. In the theme activity area of ​​the shopping mall, a light show and background music can be used to match a brand's new product launch to attract a large number of customers to watch and experience the product.

[0068] like Figure 7 As shown, as a preferred embodiment of the present invention, the effect module 300 includes: The comparison unit 301 is used to obtain real-time shopping mall data, which is shopping mall data after advertisement is placed, and compare the real-time shopping mall data with historical shopping mall data.

[0069] In this module, the comparison unit 301 obtains real-time shopping mall data, obtains real-time shopping mall data, and observes whether the customer flow at A changes due to advertising through customer flow statistics. If the customer flow at A increases after the advertisement about A is released, it may indicate that the advertisement has attracted more customers' attention. If the advertisement is interactive, such as a touch screen or a code scanning activity, the advertising effect can be evaluated by counting the number of interactions, participation rate and other data. If the customer participation is high, it indicates that the advertisement is attractive, and the increase or decrease in A's sales can be used to determine whether the advertising is effective.

[0070] The positive effect unit 302 is used to determine a positive effect if the real-time market data is better than the historical market data.

[0071] In this module, if the real-time mall data is better than the historical mall data, indicating that the advertisement is attractive and the mall sales have increased, it is determined to be a positive effect. For example, if an advertisement promotes a product, the daily sales of the product is 50 pieces before the advertisement is released, and the daily sales increase to 80 pieces after the advertisement is released. If the customer flow at A is 1,000 people, the sales conversion rate increases from 5% to 8%; For example, before the advertisement was released, the average daily customer flow at A was 1,000. After the advertisement was released, the customer flow increased to 1,200, indicating that the advertisement attracted more customers' attention; Before the ad was released, the average time customers stayed at location A was 5 seconds. After the new ad was released, the average time increased to 8 seconds, indicating that customers paid more attention to the ad content.

[0072] The negative effect unit 303 is used to determine that it is a negative effect if the real-time shopping mall data is lower than the historical shopping mall data, and then replace the advertisement information, wherein the replacement of the advertisement information includes adjusting the type, form and display time of the advertisement content.

[0073] In this module, if the real-time mall data is lower than the historical mall data, and the sales of related goods or services have not increased or even decreased after the advertisement is released, the negative effect unit 303 needs to change the advertisement content and advertisement type. According to the specific environment and customer behavior at A, the advertisement form is adjusted. If it is determined to be a negative effect, the advertisement information is changed. For example, in areas where customers stay for a long time, dynamic advertisements or interactive advertisements can be tried; in areas where customers pass quickly, simple and clear static advertisements are selected; Conduct A / B testing at point A, try different advertising content and formats, observe their impact on customer behavior and sales, and ultimately select the advertising type with the best effect.

[0074] like Figure 8 As shown, as a preferred embodiment of the present invention, the optimization module 400 includes: The indicator unit 401 is used to obtain quantitative evaluation indicators and qualitative evaluation indicators if it is determined to be a positive effect. The quantitative evaluation indicators include changes in customer flow, changes in length of stay, and sales conversion rate, and the qualitative evaluation indicators include customer feedback.

[0075] In this module, if the indicator unit 401 is judged to be a positive effect, the return on investment (ROI) of the advertising is a positive value, that is, the ratio of the revenue brought by the advertising to the advertising cost. For example, if the cost of advertising at A is 10,000 yuan, and the additional sales brought by the advertising is 50,000 yuan, then the ROI is 5. This means that for every 1 yuan of advertising cost invested, 5 yuan of revenue is generated; Analyze the changes in the number of customers passing through the advertising area before and after the advertisement is released. An increase in customer traffic usually indicates that the advertisement has attracted more customers' attention; by capturing the Bluetooth signal of customers' mobile phones, the average time customers stay in the advertising area is obtained. If the customer stay time increases, it usually indicates that the advertising content has aroused the customer's interest; evaluate the impact of the advertisement on the sales of related products or services, and determine the actual effect of the advertisement by analyzing the sales data and conversion rate of the advertising area.

[0076] At the same time, through questionnaire surveys and other means, we can directly obtain customers' perception and evaluation of advertisements, understand customers' acceptance of advertisements, and facilitate advertisement optimization.

[0077] The interval unit 402 is used to compare the improvement index with the improvement interval, where the improvement interval is a preset different level, to confirm whether the improvement index reaches a preset target.

[0078] In this module, the interval unit 402 compares the boost index with the boost interval, and sets the expected boost interval based on historical data, market research and advertising goals before advertising is launched. The boost interval is usually divided into several levels to represent different levels of advertising effectiveness, and three boost interval levels are set: Low-end improvement: indicates that the advertising effect is slightly improved, but does not reach the expected target. It is usually the lower limit of the expected improvement, 3%-5%; Mid-range improvement: indicates that the advertising effect is in line with expectations and the main goal of advertising is achieved, 5%-10%; High-end improvement: indicates that the advertising effect significantly exceeds expectations, reaching or exceeding the ideal state of advertising delivery, with an increase of more than 10%; Use the actual improvement index to confirm which range you are in.

[0079] For example, if sales increase from 5% to 8%, an increase of 60%, according to the preset increase range, it is a high-end increase, which means that the impact of advertising on sales conversion rate is very positive.

[0080] The optimization unit 403 is used to optimize the advertisement content and delivery according to the improvement index if it is determined that the advertisement does not meet the standard.

[0081] In this module, if the optimization unit 403 determines that the result is not up to standard, it is in a low-level promotion, and it is necessary to adjust and optimize the advertising. According to the specific environment and customer behavior at A, the advertising form is adjusted. If it is determined to be a negative effect, the advertising information is replaced. For example, in areas where customers stay for a long time, dynamic advertising or interactive advertising can be tried; in areas where customers pass quickly, simple and clear static advertising is selected; Conduct A / B testing at point A, try different advertising content and formats, observe their impact on customer behavior and sales, and ultimately select the advertising type with the best effect.

[0082] In one embodiment, a computer device is provided, the computer device comprising a memory, a processor, and a computer program stored in the memory and executable on the processor, wherein when the processor executes the computer program, the following steps are implemented: Acquire historical shopping mall data, including shopping mall layout, customer flow data, marketing activities and behavior data; Determine the advertising placement location based on the mall data, including the main entrance, cashier area, and escalator entrance of the mall, obtain the customer's stay time, and determine the type of advertisement based on the stay time; Obtain real-time shopping mall data, compare the real-time shopping mall data with historical shopping mall data, and determine the advertising effect based on the comparison results. If it is determined to be a negative effect, replace the advertising information; If it is determined to be a positive effect, a boost index is obtained, which includes quantitative evaluation indicators and qualitative evaluation indicators, and the advertising content and delivery are optimized according to the boost index.

[0083] In one embodiment, a computer-readable storage medium is provided, on which a computer program is stored. When the computer program is executed by a processor, the processor performs the following steps: Acquire historical shopping mall data, including shopping mall layout, customer flow data, marketing activities and behavior data; Determine the advertising placement location based on the mall data, including the main entrance, cashier area, and escalator entrance of the mall, obtain the customer's stay time, and determine the type of advertisement based on the stay time; Obtain real-time shopping mall data, compare the real-time shopping mall data with historical shopping mall data, and determine the advertising effect based on the comparison results. If it is determined to be a negative effect, replace the advertising information; If it is determined to be a positive effect, a boost index is obtained, which includes quantitative evaluation indicators and qualitative evaluation indicators, and the advertising content and delivery are optimized according to the boost index.

[0084] It should be understood that, although each step in the flow chart of each embodiment of the present invention is shown in sequence according to the indication of the arrow, these steps are not necessarily performed in sequence according to the order indicated by the arrow. Unless there is a clear explanation in this article, the execution of these steps does not have a strict order restriction, and these steps can be performed in other orders. Moreover, at least a portion of the steps in each embodiment may include a plurality of sub-steps or a plurality of stages, and these sub-steps or stages are not necessarily performed at the same time, but can be performed at different times, and the execution order of these sub-steps or stages is not necessarily performed in sequence, but can be performed in turn or alternately with at least a portion of other steps or sub-steps or stages of other steps.

[0085] Those skilled in the art can understand that all or part of the processes in the above-mentioned embodiment methods can be completed by instructing the relevant hardware through a computer program, and the program can be stored in a non-volatile computer-readable storage medium. When the program is executed, it can include the processes of the embodiments of the above-mentioned methods. Among them, any reference to memory, storage, database or other media used in the embodiments provided in this application may include non-volatile and / or volatile memory. Non-volatile memory may include read-only memory (ROM), programmable ROM (PROM), electrically programmable ROM (EPROM), electrically erasable programmable ROM (EEPROM) or flash memory. Volatile memory may include random access memory (RAM) or external cache memory. As an illustration and not limitation, RAM is available in many forms, such as static RAM (SRAM), dynamic RAM (DRAM), synchronous DRAM (SDRAM), double data rate SDRAM (DDRSDRAM), enhanced SDRAM (ESDRAM), synchronous link (Synchlink) DRAM (SLDRAM), memory bus (Rambus) direct RAM (RDRAM), direct memory bus dynamic RAM (DRDRAM), and memory bus dynamic RAM (RDRAM).

[0086] The technical features of the above-described embodiments may be arbitrarily combined. To make the description concise, not all possible combinations of the technical features in the above-described embodiments are described. However, as long as there is no contradiction in the combination of these technical features, they should be considered to be within the scope of this specification.

[0087] The above-mentioned embodiments only express several implementation methods of the present invention, and the description thereof is relatively specific and detailed, but it cannot be understood as limiting the scope of the patent of the present invention. It should be pointed out that, for ordinary technicians in this field, several variations and improvements can be made without departing from the concept of the present invention, which all belong to the protection scope of the present invention. Therefore, the protection scope of the patent of the present invention shall be subject to the attached claims.

[0088] The above description is only a preferred embodiment of the present invention and is not intended to limit the present invention. Any modifications, equivalent substitutions and improvements made within the spirit and principle of the present invention should be included in the protection scope of the present invention.

Claims

1. A method for precision advertising marketing, characterized in that: The method comprises: Acquire historical shopping mall data, including shopping mall layout, customer flow data, marketing activities and behavior data; Determine the advertising placement location based on the mall data, including the main entrance, cashier area, and escalator entrance of the mall, obtain the customer's stay time, and determine the type of advertisement based on the stay time; Obtain real-time shopping mall data, compare the real-time shopping mall data with historical shopping mall data, and determine the advertising effect based on the comparison results. If it is determined to be a negative effect, replace the advertising information; If it is determined to be a positive effect, a boost index is obtained, which includes quantitative evaluation indicators and qualitative evaluation indicators, and the advertising content and delivery are optimized according to the boost index.

2. The method for precise advertising marketing according to claim 1, characterized in that: The step of determining the advertisement placement location based on the mall data, wherein the placement location includes the main entrance of the mall, the cashier area, and the escalator entrance, obtaining the customer's stay time, and determining the advertisement type based on the stay time specifically includes: Obtain the area where customers pass most frequently, including the main entrance of the mall, the cashier area, and the escalator entrance, obtain the customer's stay time in the area, and determine the type of advertisement based on the stay time; Obtain the customer's stay time. If the customer's stay time exceeds a threshold, obtain the location information of the stay point and determine the advertisement type based on the stay point location information. Obtain subject area information based on historical shopping mall data, and determine the type of advertisement based on the subject area information.

3. The method for precise advertising marketing according to claim 1, characterized in that: The step of obtaining real-time shopping mall data, comparing the real-time shopping mall data with historical shopping mall data, and judging the advertising effect according to the comparison result, and replacing the advertising information if it is judged to be a negative effect, specifically includes: Acquire real-time shopping mall data, which is shopping mall data after advertisement delivery, and compare the real-time shopping mall data with historical shopping mall data; If the real-time market data is better than the historical market data, it is judged as a positive effect; If the real-time shopping mall data is lower than the historical shopping mall data, it is determined to be a negative effect, and the advertising information is replaced, and the replacement of the advertising information includes adjusting the type, form and display time of the advertising content.

4. The method for precise advertising marketing according to claim 1, characterized in that: If it is determined to be a positive effect, then a lift index is obtained, and the lift index includes a quantitative evaluation index and a qualitative evaluation index. The steps of optimizing the advertising content and delivery according to the lift index specifically include: If it is determined to be a positive effect, quantitative evaluation indicators and qualitative evaluation indicators are obtained, wherein the quantitative evaluation indicators include changes in customer flow, changes in length of stay, and sales conversion rate, and the qualitative evaluation indicators include customer feedback; Compare the improvement index with the improvement interval, where the improvement interval is a preset different level, and confirm whether the improvement index reaches the preset target; If it is judged as not meeting the standards, the advertising content and delivery will be optimized based on the lift index.

5. The method for precise advertising marketing according to claim 4, characterized in that: The themed areas include a food court, a makeup area and a parent-child interaction area.

6. An advertising precision marketing delivery system, characterized in that: The system comprises: A historical data module, which obtains historical shopping mall data, including shopping mall layout, customer flow data, marketing activities and behavior data; The delivery module determines the advertising delivery location based on the mall data, including the main entrance of the mall, the cashier area and the escalator entrance, obtains the customer's stay time, and determines the type of advertisement based on the stay time; The effect module obtains real-time shopping mall data, compares the real-time shopping mall data with the historical shopping mall data, and determines the advertising effect based on the comparison results. If it is determined to be a negative effect, the advertising information is replaced; The optimization module obtains a boost index if it is determined to be a positive effect. The boost index includes a quantitative evaluation index and a qualitative evaluation index. Advertisement content and delivery are optimized according to the boost index.

7. The precise advertising marketing delivery system according to claim 6, characterized in that: The delivery module includes: Area unit, obtaining the area where customers pass most frequently, including the main entrance of the mall, the cashier area and the escalator entrance, obtaining the customer's stay time in the area, and determining the type of advertisement based on the stay time; The stay point unit obtains the customer's stay time. If the customer's stay time exceeds a threshold, the location information of the stay point is obtained, and the advertisement type is determined according to the stay point location information; The theme area unit obtains theme area information based on historical shopping mall data and determines the advertisement type based on the theme area information.

8. The system for precise advertising marketing according to claim 7, characterized in that: The effect module includes: A comparison unit, which obtains real-time shopping mall data, wherein the real-time shopping mall data is shopping mall data after advertisement placement, and compares the real-time shopping mall data with historical shopping mall data; Positive effect unit: if the real-time market data is better than the historical market data, it is judged as a positive effect; The negative effect unit determines that if the real-time shopping mall data is lower than the historical shopping mall data, it is considered as a negative effect, and the advertisement information is replaced. The replacement of the advertisement information includes adjusting the type, form and display time of the advertisement content.

9. The system for precise advertising marketing according to claim 8, characterized in that: The optimization module includes: The indicator unit, if it is determined to be a positive effect, obtains quantitative evaluation indicators and qualitative evaluation indicators, the quantitative evaluation indicators include changes in customer flow, changes in length of stay and sales conversion rate, and the qualitative evaluation indicators include customer feedback; An interval unit compares the improvement index with the improvement interval, where the improvement interval is a preset different level, and confirms whether the improvement index reaches the preset target; The optimization unit, if it is judged as not meeting the standards, will optimize the advertising content and delivery according to the improvement index.

10. The precise advertising marketing delivery system according to claim 9, characterized in that: The themed areas include a food court, a makeup area and a parent-child interaction area.

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