Event marketing activity promotion system based on resource allocation

Abstract

The invention relates to the technical field of data processing, and discloses an event marketing activity promotion system based on resource allocation. The system is composed of a client data storage module, a client data processing module, a data model storage module, a client label generation module, a marketing activity configuration module, an event task generation module, a mapping relation establishment module, a marketing activity promotion module, a task scheduling establishment module and a transaction data processing module. By integrating the customer data, adding the label to the customer data, establishing the mapping relationship between the marketing event code and the flink task, and starting the corresponding flink task according to the mapping relationship to complete marketing activity promotion according to the activity rule, reasonable configuration of marketing resources is realized, and the marketing resources can be saved.

Description

Technical Field

[0001] The present invention relates to the technical field of data processing, and in particular to an event marketing activity promotion system based on resource allocation. Background Art

[0002] Event marketing is a strategy that triggers corresponding marketing activities based on specific events or user behaviors. In this way, companies can conduct personalized marketing to the right users at the right time. With the development of technology, more and more companies are using event marketing technology to improve the accuracy and efficiency of marketing. However, traditional event marketing activities have many pain points in resource allocation and efficiency.

[0003] Common event marketing activities are to collect customer behavior data from various business channel systems. After marketers analyze the data, they set up corresponding marketing activities based on the behaviors at each stage of the customer life cycle, and use automated tasks to send the same marketing information to all users. This method lacks in-depth analysis of customer behavior data and insufficient segmentation of marketing targets, resulting in a large amount of marketing resources being wasted on customers who are not interested in or have no demand for the activities, that is, it is impossible to conduct personalized marketing for the special needs and behaviors of different customer groups. At the same time, unreasonable budget and resource allocation of various channels may lead to excess resources in some channels and insufficient resources in hot channels, affecting the overall marketing effect. Such marketing activities are often carried out at fixed time nodes (such as holidays and promotion days) without considering the personal behavior and preferences of users, missing the best marketing opportunities. Marketing effect data are scattered in different systems and channels, and have not been effectively integrated and analyzed, making it difficult to evaluate the overall marketing effect. There is also a lack of continuous monitoring and optimization of the effects of marketing activities, and strategies cannot be adjusted in time according to data feedback, resulting in waste of resources and inefficiency.

[0004] In view of this, this application is hereby filed. Summary of the invention

[0005] The technical problem to be solved by the present invention is that the existing event marketing model wastes a lot of marketing resources and has poor marketing activity effects.

[0006] In order to solve the above technical problems, the present invention is implemented by the following technical solutions: An event marketing activity promotion system based on resource allocation, comprising: The customer data processing module is used to retrieve customer data from the data warehouse and aggregate the customer data into customer-level detailed data; the customer data includes: customer basic information, customer transaction data and customer behavior data.

[0007] The customer label generation module is used to process the customer-level detailed data according to the label rules to generate a customer label corresponding to each customer, and at the same time use the marketing data model to process the customer-level detailed data to generate a model data label.

[0008] The marketing activity configuration module is used to provide a platform for system users to configure marketing activity events according to the model data tags and the customer tags; the marketing activity events contain activity rule items defined by the system users.

[0009] The mapping relationship establishment module is used to provide the system user with an interface for establishing a mapping relationship between a flink task and each marketing activity event; the flink task is used to filter customer transaction data that meets the activity configuration rules.

[0010] The marketing activity execution module is used to match the customer transaction data with the activity rule items according to the matching rules uploaded by the system user, and if the match is successful, send the marketing activity reward to the corresponding customer.

[0011] Furthermore, the event marketing activity promotion system based on resource allocation also includes: The customer data storage module is used to store the collected customer data in the data warehouse.

[0012] A data model storage module is used to store the marketing data model uploaded by the system user in the data warehouse; the marketing data model includes: an xgboost model, a lightbm model or a logistic regression model.

[0013] The event task generation module is used to generate an event scenario code corresponding to each marketing activity event and flink task, and enable the flink task of the corresponding event according to the event scenario code; the marketing activity event includes a message queue; the message queue is used to store customer behavior data from various channels.

[0014] A task scheduling establishment module is used to provide the system user with an interface for establishing task scheduling; the task scheduling establishment module is undertaken by the DataWorks scheduling task platform and provides scheduling capabilities; The data processing module is used to provide the system users with an interface for processing marketing effectiveness data and customer data indicators after the execution of an activity; the data processing module is associated with the dataworks scheduling task platform; the marketing effectiveness data includes: customer deposit growth, customer loan growth and customer behavior data.

[0015] Compared with the prior art, the present invention has the following advantages and beneficial effects: by integrating customer data and adding tags to customer data, and establishing a mapping relationship between marketing event codes and flink tasks, the corresponding flink tasks are enabled according to the mapping relationship to complete the marketing activity promotion according to the activity rules, so as to achieve reasonable allocation of marketing resources and save a lot of marketing resources. In addition, by analyzing the activity execution data and user behavior data, the analysis results can be used to optimize the marketing activity plan. BRIEF DESCRIPTION OF THE DRAWINGS

[0016] In order to more clearly illustrate the technical solutions of the exemplary embodiments of the present invention, the drawings required for use in the embodiments will be briefly introduced below. It should be understood that the following drawings only show certain embodiments of the present invention and therefore should not be regarded as limiting the scope. For ordinary technicians in this field, other related drawings can be obtained based on these drawings without paying creative work.

[0017] Figure 1 An execution logic block diagram of an event marketing activity promotion system based on resource allocation provided by an embodiment of the present invention. DETAILED DESCRIPTION

[0018] In order to make the objectives, technical solutions and advantages of the present invention more clearly understood, the present invention is further described in detail below in conjunction with embodiments and drawings. The exemplary embodiments of the present invention and their description are only used to explain the present invention and are not intended to limit the present invention.

[0019] In the following description, a large number of specific details are set forth in order to provide a thorough understanding of the present invention. However, it is apparent to one of ordinary skill in the art that these specific details are not necessarily employed to practice the present invention. In other embodiments, in order to avoid obscuring the present invention, well-known structures, circuits, materials, or methods are not specifically described.

[0020] Throughout the specification, references to "one embodiment," "an embodiment," "an example," or "an example" mean that a particular feature, structure, or characteristic described in conjunction with the embodiment or example is included in at least one embodiment of the present invention. Therefore, the phrases "one embodiment," "an embodiment," "an example," or "an example" appearing in various places throughout the specification do not necessarily all refer to the same embodiment or example. In addition, particular features, structures, or characteristics may be combined in one or more embodiments or examples in any suitable combination and / or sub-combination. In addition, it will be appreciated by those of ordinary skill in the art that the figures provided herein are for illustrative purposes and that the figures are not necessarily drawn to scale. The term "and / or" as used herein includes any and all combinations of one or more of the associated listed items.

[0021] In the description of the present invention, the directions or positional relationships indicated by terms such as “front”, “rear”, “left”, “right”, “up”, “down”, “vertical”, “horizontal”, “high”, “low”, “inside” and “outside” are based on the directions or positional relationships shown in the accompanying drawings and are only for the convenience of describing the present invention and simplifying the description. They do not indicate or imply that the device or element referred to must have a specific direction, be constructed and operated in a specific direction. Therefore, they should not be understood as limiting the scope of protection of the present invention.

[0022] Embodiment: Provide an event marketing activity promotion system based on resource allocation, which integrates user behavior data, event trigger mechanism and centralized management of marketing resources to achieve efficient event marketing activity promotion and marketing activity effect data analysis. This system includes data collection layer, marketing strategy layer, data trigger layer and activity execution layer. The execution logic is as follows: Figure 1 Specifically, the system consists of a customer data storage module, a customer data processing module, a data model storage module, a customer tag generation module, a marketing activity configuration module, an event task generation module, a mapping relationship establishment module, a marketing activity promotion module, a task scheduling establishment module and a transaction data processing module.

[0023] 1. Customer data storage module The customer data storage module is used to store the collected customer data in the data warehouse. Specifically, system users collect customer data through data files, real-time messages, etc. Customer data includes: basic customer information, customer transaction data, and customer behavior data. These customer data come from different business systems and different business channels. System users store the collected customer data in the data warehouse through the customer data storage module.

[0024] Customer data processing module The customer data processing module is used to retrieve customer data from the data warehouse and aggregate the customer data into customer-level detailed data. Specifically, the customer data processing module aggregates the customer data in the data warehouse using SQL to form customer-level detailed data, and stores the customer-level detailed data in maxcompute.

[0025] 3. Data model storage module The data model storage module is used to store the marketing data model uploaded by the system user into the data warehouse. The marketing data model includes: xgboost model, lightbm model or logistic regression model.

[0026] 4. Customer label generation module The customer label generation module is used to process the customer-level detailed data according to label rules to generate a customer label corresponding to each customer, and at the same time use the marketing data model to process the customer-level detailed data to generate a model data label.

[0027] 5. Marketing campaign configuration module The marketing campaign configuration module is used to provide a platform for system users to configure marketing campaign events based on model data tags and customer tags. Marketing campaign events include activity rule items and message queues defined by system users. The message queue is used to store customer behavior data from various channels.

[0028] It should be noted that system users formulate corresponding marketing plans for various customer groups based on the needs of marketing promotion, supported by customer tags and marketing models; after the marketing plan passes risk assessment and offline review, the system user configures different marketing event activities on the marketing activity platform, and the marketing event activities are released after online approval. For example, the purpose of a marketing promotion is to increase the deposit amount of young mobile banking customers. The list of young customers who have opened mobile banking can be circled through customer tags, and marketing text messages can be sent through the list to warm up the activity. Then, a deposit event award activity is configured on the marketing activity platform to stimulate the deposit amount of young customers. The marketing platform here refers to a marketing platform that integrates the marketing activity functions of various business channels and has unified planning, configuration and management functions, supports online approval, online release, and real-time monitoring of activity execution.

[0029] 6. Event task generation module The event task generation module is used to generate event scenario codes corresponding to each marketing activity event and Flink task, and enable the Flink task of the corresponding event according to the event scenario code.

[0030] 7. Mapping relationship establishment module The mapping relationship establishment module is used to provide system users with an interface for establishing a mapping relationship between a Flink task and each marketing activity event.

[0031] After the mapping relationship is established, the marketing activity events correspond to the flink tasks one by one. Each flink task will obtain the activity participation rules, list, time range and other information related to the event corresponding to this task according to the event scenario code. Each marketing activity has only one event scenario code, and the stream computing engine will collect customer behavior data of the marketing activity event transaction corresponding to the flink task. When the activity platform accesses the marketing activity event, the system maintains the mapping relationship between the event name, event scenario code, flink task number and topic of the message queue in the database. In this way, new scenarios can be quickly accessed, the development cycle can be reduced, and business marketing capabilities can be quickly enhanced.

[0032] 8. Marketing activity promotion module The marketing campaign promotion module is used to match customer transaction data with activity rule items according to the matching rules uploaded by system users. If the match is successful, the marketing campaign will be sent to the corresponding customer.

[0033] After the flink task of each event collects the customer's transaction data, it extracts the event scenario code, institution number, transaction amount, transaction channel and other information in the transaction data, obtains the participating rules of the activity being executed based on this scenario code, and then compares the participating rule items of the activity through matching rules. If the match is successful, the reward or SMS notification will be sent to the customer according to the reward rules, activity rights distribution rules and contact rules configured on the activity platform.

[0034] 9. Task scheduling module The task scheduling establishment module is used to provide system users with an interface for establishing task scheduling. The task scheduling establishment module is associated with the DataWorks scheduling task platform.

[0035] 10. Transaction data processing module The transaction data processing module is used to provide system users with an interface for processing activity execution data and user transaction data. The data processing module is associated with the DataWorks scheduling task platform.

[0036] The activity execution data and user transaction data are integrated and processed through the DataWorks scheduling task platform, including activity effectiveness data processing and activity monitoring report data processing. Activity effectiveness data refers to the marketing results data brought by the activity, such as the growth of user deposits and user loans. Activity monitoring reports refer to the activity data monitoring during the execution of each activity, including data such as the number of hits, the number of prizes, the number of participating customers, and the number of participating institutions. System users can track and analyze marketing activity effectiveness data in real time based on activity program data, adjust marketing strategies in a timely manner, reconfigure marketing activities, and select appropriate event access.

[0037] The specific implementation methods described above further illustrate the objectives, technical solutions and beneficial effects of the present invention in detail. It should be understood that the above description is only a specific implementation method of the present invention and is not intended to limit the scope of protection of the present invention. Any modifications, equivalent substitutions, improvements, etc. made within the spirit and principles of the present invention should be included in the scope of protection of the present invention.

Claims

1. An event marketing promotion system based on resource allocation, characterized in that: include: A customer data processing module, used to retrieve customer data from a data warehouse and aggregate the customer data into customer-level detailed data; The customer data includes: basic customer information, customer transaction data and customer behavior data; A customer label generation module is used to process the customer-level detailed data according to label rules to generate a customer label corresponding to each customer, and at the same time use a marketing data model to process the customer-level detailed data to generate a model data label; A marketing activity configuration module, used to provide a platform for system users to configure marketing activity events according to the model data tags and the customer tags; the marketing activity events contain activity rule items defined by the system users; A mapping relationship establishment module is used to provide the system user with an interface for establishing a mapping relationship between a flink task and each marketing activity event; the flink task is used to filter customer transaction data that meets the activity configuration rules; The marketing activity execution module is used to match the customer transaction data with the activity rule items according to the matching rules uploaded by the system user, and if the match is successful, send the marketing activity reward to the corresponding customer.

2. The event marketing activity promotion system based on resource allocation according to claim 1 is characterized in that: Also includes: A customer data storage module, used for storing the collected customer data in the data warehouse; A data model storage module, used to store the marketing data model uploaded by the system user in the data warehouse; The marketing data model includes: an xgboost model, a lightbm model or a logistic regression model.

3. The event marketing activity promotion system based on resource allocation according to claim 1 or 2, characterized in that: Also includes: The event task generation module is used to generate event scenario codes corresponding to each marketing activity event and enable the Flink task of the corresponding event according to the event scenario code; The marketing campaign event includes a message queue; the message queue is used to store customer behavior data from various channels.

4. The event marketing activity promotion system based on resource allocation according to claim 1 or 2, characterized in that: Also includes: A task scheduling establishment module, used to provide the system user with an interface for establishing task scheduling; The task scheduling establishment module is undertaken by the DataWorks scheduling task platform and provides scheduling capabilities; A data processing module, used to provide the system users with an interface for processing marketing effectiveness data and customer data indicators after the execution of an activity; The data processing module is associated with the dataworks scheduling task platform; The marketing effectiveness data include: customer deposit growth, customer loan growth and customer behavior data.

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