Flexible marketing activity creation method based on background arrangement engine

Abstract

The invention discloses a flexible marketing activity creation method based on a background arrangement engine. The method comprises the following steps: creating activity classifications, and creating specific marketing activity types under the created activity classifications; according to the method, activity components and right components are newly added and managed, parameters and rules of the activity components and the right components are configured, each activity component and each right component are realized as independent modules, and the components are mutually independent and randomly combined through the parameters and the rules of the components stored in a database; the activity components of the multiple activity playing methods and rules are combined and configured, and final configuration of the activity is generated; a prize issuing rule of the activity is configured, and secondary arrangement of a prize system is carried out; and creating a specific marketing activity, and displaying the basic information, the participation condition and the effect data of the marketing activity. According to the method, the flexibility and diversity of marketing activities are improved, the flexibility and operability of prize management are enhanced, the effectiveness and participation degree of the activities are improved, and a marketing strategy is optimized.

Description

Technical Field

[0001] The present invention relates to the technical field of creation and management of marketing activities, and in particular to a flexible marketing activity creation method based on a background orchestration engine. Background Art

[0002] With the continuous development of digital marketing, enterprises have an increasing demand for marketing activities. Early marketing activities mostly adopted customized solutions, and each activity needed to be personalized for specific needs and scenarios. However, with the increase in market demand and the increase in the number of activities, this customized approach gradually exposed the problems of low efficiency and long development cycle. In order to solve these problems, the industry gradually introduced template design to quickly generate marketing activities through preset activity templates. However, although the template approach improves the efficiency of activity creation, it is difficult to meet the increasingly diverse needs of users due to the fixed form of the activity. In the long run, it is easy to cause user fatigue and the marketing effect is gradually weakened.

[0003] The construction and shortcomings of the existing technical solutions are as follows:

[0004] A. Customized development

[0005] Customized development was the main implementation method of early marketing campaign systems. Each campaign was developed separately according to the specific needs of the enterprise. Developers needed to write independent codes for the gameplay, rules, prize distribution, etc. Although customized development can meet the personalized needs of enterprises in the early stages, as the number of marketing activities of enterprises increases, this development model exposes the following defects:

[0006] Long development cycle: Each development needs to start from scratch, including demand research, design, development, testing and launch, which makes the entire process time-consuming and costly.

[0007] Difficult to expand: Business logic such as activity rules and prize systems are tightly coupled with the code, resulting in the system being unable to respond quickly when business requirements change. Each adjustment requires recoding and testing, resulting in poor scalability.

[0008] Low reusability: Since each activity is developed for a specific scenario, the functional modules within the system cannot be reused in other activities, resulting in a waste of resources.

[0009] High maintenance cost: After the activity goes online, due to the lack of modular design, any adjustments or repairs require developers to intervene and perform a lot of manual maintenance.

[0010] B. Templated design

[0011] In order to solve the shortcomings of customized development, the industry has gradually introduced template design. By presetting multiple common marketing activity templates, such as "lottery activities" and "points activities", companies can quickly build activities based on these templates, greatly shortening the development cycle. However, template design also has many problems:

[0012] Lack of flexibility: Templates are usually fixed in design, which speeds up creation but cannot meet the personalized needs of enterprises in complex campaign design. For example, some marketing campaigns may require the combination of multiple complex rules or reward systems, and templates are difficult to support such complex combinations.

[0013] Limited innovation: Since the template content is fixed, companies cannot flexibly adjust according to market demand. Using the same template for a long time can easily lead to user fatigue and a gradual decrease in activity effects.

[0014] High coupling between prizes and activities: In existing template designs, the coupling between prize configuration and activities is high, and activity types and prize systems are often bound together, resulting in insufficient flexibility in prizes and difficulty in realizing prize configuration across activities.

[0015] Based on the above problems, it can be seen that the existing marketing activity management system is usually inflexible and cannot be adjusted in a short period of time according to market dynamics or changes in user behavior. In addition, the coupling degree between activities and prizes in traditional systems is high, and the independence and flexibility of prize configuration are insufficient, resulting in limited operability of activities. Especially when facing complex and diversified activities, the existing system is difficult to provide effective background orchestration and real-time adjustment functions, which limits the implementation effect of marketing strategies. Summary of the invention

[0016] The purpose of the present invention is to provide a flexible marketing activity creation method based on a background orchestration engine in view of the deficiencies in the prior art.

[0017] To achieve the above object, the present invention provides a flexible marketing campaign creation method based on a background orchestration engine, comprising:

[0018] Create activity categories and create specific marketing activity types under the created activity categories;

[0019] Add and manage activity components and equity components, and configure the parameters and rules of the activity components and equity components. Each activity component and equity component is implemented as an independent module, and the parameters and rules of the components are stored in the database to make the components independent and arbitrary.

[0020] Combine and configure the activity components of multiple activity gameplay and rules to generate the final configuration of the activity;

[0021] Configure the prize distribution rules for the event and conduct secondary arrangement of the prize system;

[0022] Create specific marketing campaigns and display basic information, participation and performance data of the marketing campaigns.

[0023] Furthermore, the activity classification includes a classification name and a description.

[0024] Furthermore, the marketing activity type includes an activity type name, a description, and an activity status.

[0025] Furthermore, when creating an active component, enter the corresponding component name and code, the code includes a parameter code and a field code, the parameter code is a field stored in the database, and the field code is a field used in the front end, so as to be suitable for the situation where an active component integrates multiple parameters.

[0026] Furthermore, when combining and configuring active components, the active configuration is achieved by dragging, and the cascade configuration between components is achieved.

[0027] Furthermore, the prize system is designed as an independent component so that any number of equity prizes can be added to each activity.

[0028] Furthermore, the marketing campaign includes the name, description, start and end time, and participation conditions of the marketing campaign.

[0029] Beneficial effects: 1. Efficient creation and management of activities: Through modular design and visual configuration tools, users can easily create and manage various types of marketing activities;

[0030] 2. Flexible configuration: The flexible combination and configuration of activity gameplay and rules improves the flexibility and diversity of marketing activities;

[0031] 3. Independent prize system: Prizes and activities are relatively independent and separately configured, which enhances the flexibility and operability of prize management;

[0032] 4. Real-time monitoring and adjustment: Through the real-time viewing function, business personnel can adjust the activity configuration and rules in time according to the activity effect data, thus improving the effectiveness and participation of the activity;

[0033] 5. Data analysis support: Display activity performance data through reports to support business personnel in data analysis and decision-making, and optimize marketing strategies. BRIEF DESCRIPTION OF THE DRAWINGS

[0034] Figure 1 It is a flowchart of a flexible marketing campaign creation method based on a background orchestration engine;

[0035] Figure 2 It is a relationship diagram between activities, equity choreography and activities, and equity components;

[0036] Figure 3 It is a schematic diagram of the newly added activity classification;

[0037] Figure 4 It is a schematic diagram of the newly added activity type;

[0038] Figure 5 It is a report chart of the specific activity type that has been created;

[0039] Figure 6 It is the newly created diagram of the activity component;

[0040] Figure 7 It is the newly created diagram of the equity component;

[0041] Figure 8 It is the activity / equity component report chart that has been created;

[0042] Fig. 9 It is the choreography diagram at the activity level;

[0043] Fig.10 It is a choreography of another level of activity;

[0044] Fig.11 It is an arrangement diagram at the equity level;

[0045] Fig.12 It is a diagram for creating newly arranged activities;

[0046] Fig.13 It is a graph of newly created activities;

[0047] Fig.14 It is a graph of newly created activity-related benefits;

[0048] Fig.15 This is the report display diagram after the activity is created;

[0049] Fig.16 is an active business component diagram of an embodiment of the present invention;

[0050] Fig.17 is an activity arrangement diagram of an embodiment of the present invention;

[0051] Fig.18 is an activity creation diagram of an embodiment of the present invention;

[0052] Fig.19 This is an activity query graph after the activity creation is completed in the embodiment of the present invention. DETAILED DESCRIPTION

[0053] The present invention is further explained below in conjunction with the accompanying drawings and specific embodiments. The embodiments are implemented based on the technical solution of the present invention. It should be understood that these embodiments are only used to illustrate the present invention and are not used to limit the scope of the present invention.

[0054] like Figures 1 to 15 As shown, an embodiment of the present invention provides a flexible marketing activity creation method based on a background orchestration engine, including:

[0055] Create an activity category and create a specific marketing activity type under the created activity category. The activity category includes the category name and description. The marketing activity type includes the activity type name, description, and activity status. The above creation operations are implemented through the background management interface. The background management provides an activity management interface to support users to query, edit, and delete created activities. Figure 3 As shown, you can click the Add button to add a new category, but you must ensure the uniqueness of the category. After successfully creating the category, you can view the created activity category in the table below, and you can control and modify the validity of the activity category. When creating and editing an activity type, you need to verify the uniqueness of the activity name and activity code, and associate it with the created activity category to ensure data relevance. When deleting an activity, you need to check the participation and related data of the activity to ensure data consistency and integrity. Figure 4 As shown in the figure, when creating an activity type, you need to associate it with the created activity category, and then you can configure and manage the activity level. Figure 5 As shown, the table displays the basic information of the activity types that have been created in the graphical interface. Click "Activity Orchestration" to add, delete and update components of the created activity types.

[0056] Adding and managing activity components and equity components, and configuring the parameters and rules of the activity components and equity components can not only implement general components, but also create personalized components for specific activities. The addition and management of activity components and equity components are also implemented through the background management interface. Each activity component and equity component is implemented as an independent module, and the parameters and rules of the components are stored in the database to make the components independent of each other and arbitrarily combined. The parameters and rules of each component are stored in the component table. The front-end display provides a component configuration and management interface to support users to enter and configure basic information and parameters of components. Form controls are used to input and verify information, and a component management interface is provided to support users to add, edit and delete components. The configuration parameters of the components are stored in the database and managed and maintained through the background management interface. Such as Figure 6 Figure 7As shown, when creating an activity component, you need to enter the corresponding component name and code. The code is divided into parameter code and field code. The parameter code is the field stored in the database, and the field code is the field used on the front end. This distinction is made to apply to the situation where multiple parameters are integrated in a component, which is more convenient for data management. The "Parameter Value Method" option determines the display form of the component, including drop-down boxes, radio buttons, multiple-choice boxes, text boxes, file uploads, etc. The corresponding selection boxes brought out by each display form are also different. For example, the drop-down box selection box will bring out the value method (query dictionary or interface). In this way, when using the component, the backend will bring the query results to the component options to ensure the continuity of the data flow. "Associate Activity Type" and "Associate Template" associate the created component with the existing activity type and various templates under the activity type, such as business rules, activity rules, page information, etc., so that it is possible to flexibly configure activity parameters to achieve the arrangement and combination of various gameplays. After the component is created, you can select it from Figure 8 You can view all created components in the report diagram and make modifications when necessary.

[0057] Combine and configure multiple activity components of the gameplay and rules to generate the final configuration of the activity. For example, to configure a card collection activity, you will generally need some personalized components such as the number of card sets that can be collected, the card collection prizes, the number of card sets required to unlock the grand prize, etc. You will also need general components such as page title, page background, and activity start and end time. You can combine them in any way.

[0058] The front-end display provides an activity arrangement interface that supports drag-and-drop operations and visual configuration tools. Users can freely combine and configure activity components for activity gameplay and rules. For example, if activity A needs component a, you only need to associate component a with activity A to use component a in activity arrangement. Similarly, if activity B also needs component a, you only need to associate component a with activity B. There are no restrictions on associations. Fig. 9 As shown in the figure, the "Process Node" shows the modules created under the current activity, and modules can be added and deleted in real time. Fig.10 As shown, this module corresponds to the tab bar above the right activity, indicating that the activity template consists of several parts, such as Fig. 9As shown, this activity template consists of "basic information", rights information (but rights information is not configured here, because rights prize information is independent of the activity and is configured in rights arrangement), "activity rules", and business rules. These modules need to be configured when configuring an activity; "component library" is a component created and associated with the current module. This is a linkage achieved through the association between component coding and modules. The activity can be configured by dragging, and cascading configuration between components can be achieved during the configuration process. Assuming that component 1 is a component with options of "yes" and "no", the role of cascading configuration is that component 2 will only be displayed to the user if component 1 selects "yes". Through cascading configuration, different actions under each activity can trigger different behaviors, and different choices under the same activity will also have different behaviors, increasing the depth and freedom of the activity.

[0059] Configure the prize distribution rules for the event and perform secondary arrangement of the prize system. Specifically, it includes setting prize information, which includes prize name, type, quantity, distribution rules, usage rules, etc. The entire prize system is also an independent component design, that is, each activity can add any number of equity prizes, and you only need to associate the equity information when creating the activity. For example, if you create a lottery-type activity, this activity can be associated with points rewards, interest-free coupon rewards, cash red envelopes and other rights. Other types of activities can also be associated with various rights and interests to achieve relative independence and separate configuration of prizes and activities.

[0060] Prize information is stored in the prize table, and each record contains attributes such as prize name, type, quantity, distribution rules, usage rules, and display rules. Fig.11 As shown in the figure, its configuration method is consistent with the arrangement at the activity level, but the prize rights system is a more independent module, and different rights can be configured in the same activity. On the one hand, it can make a more detailed classification of rights information, and on the other hand, it simplifies the classification of the overall data, which can be more conveniently handed over to the rights center system for processing.

[0061] Create a specific marketing campaign and display the basic information, participation and effect data of the marketing campaign. The above marketing campaign is created through the background management interface on the premise that various modules under the activity type have been connected in series. The whole activity arrangement process is as follows Figure 2As shown. An actual marketing campaign consists of an activity template and one or more benefit templates, and these templates are composed of multiple activity components and benefit components. Through this flexible template and component design, activities and prizes can be flexibly combined according to specific business needs to successfully create a highly customized marketing campaign that responds to market needs. A marketing campaign includes basic information such as the name, description, start and end time, and participation conditions of the marketing campaign, as well as prize information, activity rules, and display rules. Figure 12-14 The operation diagram of creating an activity is shown. Users can associate various equity activities when creating an activity to achieve flexible combination of activities. The created activities can be viewed and managed through the background management interface, and operations such as editing, modifying, copying, taking effect, pausing, and ending the activities can also be achieved. A real-time viewing function is provided, and business personnel can view the participation and effect data of the activity in real time. Fig.15 As shown in the figure, it provides a visual display interface for activities and rights, supporting users to view and adjust the configuration of activities and rights. It also provides a report function for activities and rights, supporting users to query and manage created activities and rights. The report displays the basic information, participation status and effect data of activities and rights, supporting users to conduct data analysis and decision-making.

[0062] For example:

[0063] Marketing campaign based on card collection and lottery.

[0064] Activity description: This embodiment designs a marketing activity based on card collection and lottery. Users obtain the opportunity to draw cards by participating in and completing tasks or daily gifts. They use the card drawing opportunity to draw cards and synthesize prize cards, and wait for the prize opening period to open the prize card and draw prizes.

[0065] Activity configuration: In the new activity module, create a new card collection marketing activity and configure basic information such as the activity name, description, start and end time, and participation conditions. The activity includes card collection functions, task functions, synthesis functions, etc., as well as business parameter components such as card collection and lottery rules that need to be configured or existing available components can be reused, such as Fig.16 As shown, create the template components required for the activity and associate them with the card collection activity.

[0066] Prize configuration: In the prize system integration module, configure the prize distribution rules for the event, set the prizes for the lottery, and create the arrangement of the equity reward template.

[0067] Event Orchestration: In the event orchestration module, various components of card collection and lottery gameplay are combined to set the participation conditions and reward rules for the lottery. The final configuration of the event is generated through the background event orchestration engine, such as Fig.17 The following figure shows the process of assembling template components into an activity template.

[0068] Activity creation: Fig.18 As shown, according to the created activity template, associate the required rights and rewards template, set the specific conditions for each component, and create the activity successfully.

[0069] Activity implementation: The configured activities are saved in the database. The backend obtains the activity configuration and gives it to the front-end page through the interface. The front-end generates the activity page, and users participate in the activity. The rules are verified by the rule center. After the verification, rewards are issued. There are real-time rewards (such as card drawing opportunities, card drawing rewards, etc.), and delayed calculation of rewards (such as prize draw period rewards, task completion rewards, etc., and Kafka sends messages to complete batch processing and issuance of rewards). After the user obtains the reward, various behaviors are recorded in the database table and can be queried through the background.

[0070] Event Management: Fig.19 As shown in the figure, through the visual display and management module of activities and rights, you can view the participation and effect data of the created activities in real time. According to the effect data of the activities, adjust the configuration and rules of the activities.

[0071] The above is only a preferred embodiment of the present invention. It should be noted that for ordinary technicians in this technical field, other parts not specifically described belong to the prior art or common knowledge. Several improvements and modifications can be made without departing from the principle of the present invention, and these improvements and modifications should also be considered as the protection scope of the present invention.

Claims

1. A flexible marketing campaign creation method based on a background orchestration engine, characterized in that: include: Create activity categories and create specific marketing activity types under the created activity categories; Add and manage activity components and equity components, and configure the parameters and rules of the activity components and equity components. Each activity component and equity component is implemented as an independent module, and the parameters and rules of the components are stored in the database to make the components independent and arbitrary. Combine and configure the activity components of multiple activity gameplay and rules to generate the final configuration of the activity; Configure the prize distribution rules for the event and conduct secondary arrangement of the prize system; Create specific marketing campaigns and display basic information, participation and performance data of the marketing campaigns.

2. According to claim 1, a flexible marketing activity creation method based on a background orchestration engine is characterized in that: The activity category includes a category name and a description.

3. According to claim 1, a flexible marketing activity creation method based on a background orchestration engine is characterized in that: The marketing activity type includes an activity type name, a description, and an activity status.

4. According to claim 1, a flexible marketing activity creation method based on a background orchestration engine is characterized in that: When creating an active component, enter the corresponding component name and code, which includes parameter code and field code. The parameter code is a field stored in the database, and the field code is a field used in the front end to apply to the situation where an active component integrates multiple parameters.

5. The method for creating a flexible marketing campaign based on a background orchestration engine according to claim 1, characterized in that: When combining and configuring active components, the active configuration is achieved by dragging, and the cascade configuration between components is achieved.

6. A method for creating a flexible marketing campaign based on a background orchestration engine according to claim 1, characterized in that: The prize system is designed as an independent component so that any number of equity prizes can be added to each activity.

7. The method for creating a flexible marketing campaign based on a background orchestration engine according to claim 1, characterized in that: The marketing campaign includes the name, description, start and end time, and participation conditions of the marketing campaign.

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