Advertisement putting effect analysis and evaluation system based on big data
By designing a big data-based advertising performance analysis and evaluation system, the problem of low efficiency in advertising performance analysis and evaluation in the existing technology is solved, and more efficient and accurate advertising performance evaluation is achieved.
Patent Information
- Application Number
- CN202411484083.6
- Authority / Receiving Office
- CN · China
- Patent Type
- Applications(China)
- Current Assignee / Owner
- Filing Date
- 2024-10-23
- Publication Date
- 2025-02-07
- Estimated Expiration
- Not applicable · inactive patent
AI Technical Summary
In the prior art, the efficiency of the analysis and evaluation of advertising delivery performance is low, resulting in low evaluation accuracy, which is mainly based on manual analysis.
A system of advertising delivery performance analysis and evaluation based on big data was designed, including advertising delivery data acquisition module, advertising economic benefit analysis module, advertising promotion benefit analysis module, advertising social benefit analysis module and advertising delivery effect evaluation module, through big data technology With advanced analysis methods, we can calculate the advertising economic benefit index, advertising promotion benefit index and advertising social benefit index to comprehensively analyze the advertising delivery effect.
It improves the efficiency and accuracy of advertising performance analysis and evaluation, and provides more scientific and accurate advertising performance and evaluation solutions.
Smart Images
Figure CN119398850A_ABST
Abstract
Description
Technical Field
[0001] The present invention relates to the technical field of advertising effect analysis and evaluation, and in particular to an advertising effect analysis and evaluation system based on big data. Background Art
[0002] With the rapid development of Internet technology, digital advertising has become an important means of corporate marketing. Especially in the context of the sharp increase in the number of Internet users and the explosive growth of user behavior data, how to accurately place advertisements and effectively evaluate advertising effects have become challenges faced by advertisers and platform providers.
[0003] In the prior art, analysis and evaluation of advertising effectiveness are often performed manually. When faced with massive amounts of data, the analysis and evaluation efficiency is often low, resulting in low accuracy in advertising effectiveness evaluation.
[0004] The advertising effect analysis and evaluation system based on big data was born against the backdrop of the growth of Internet users, the accumulation of user behavior data, the intensification of advertising market competition, and the maturity of big data technology. It uses big data technology and advanced analysis methods to provide advertisers with more scientific and accurate advertising and effect evaluation solutions. Summary of the invention
[0005] The purpose of the present invention is to provide an advertising effect analysis and evaluation system based on big data: to solve the technical problem that the existing solutions are often based on manual methods in the analysis and evaluation of advertising effects, which often have low analysis and evaluation efficiency and lead to low accuracy of advertising effect evaluation.
[0006] The purpose of the present invention can be achieved through the following technical solutions:
[0007] An advertising effect analysis and evaluation system based on big data, the system includes an advertising data acquisition module, an advertising economic benefit analysis module, an advertising promotion benefit analysis module, an advertising social benefit analysis module and an advertising effect evaluation module;
[0008] The advertisement delivery data acquisition module is used to acquire advertisement economic benefit data, advertisement promotion benefit data and advertisement social benefit data;
[0009] The advertising economic benefit analysis module is used to calculate the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient within a preset advertising delivery cycle based on the advertising economic benefit data, and to calculate the advertising economic benefit index based on the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient;
[0010] The advertising promotion benefit analysis module is used to calculate the advertising awareness, advertising understanding and advertising preference within a preset advertising delivery cycle based on the advertising promotion benefit data, and calculate the advertising promotion benefit index based on the advertising awareness, advertising understanding and advertising preference;
[0011] The advertising social benefit analysis module is used to calculate the advertising social benefit index based on the advertising social benefit data;
[0012] The advertising effect evaluation module analyzes and evaluates the advertising effect based on the advertising economic benefit index, advertising promotion benefit index and advertising social benefit index.
[0013] Furthermore, calculating the advertising economic benefit coefficient within a preset advertising delivery cycle based on the advertising economic benefit data includes the following process:
[0014] Based on the advertising economic benefit data, obtain the product sales number N1 corresponding to the advertising in the preset advertising cycle and the product sales number N2 corresponding to the advertising in the previous preset advertising cycle;
[0015] Based on the advertising economic benefit data, the display volume Z1 of the advertisement in the preset advertising delivery cycle and the display volume Z2 of the advertisement in the previous preset advertising delivery cycle are obtained;
[0016] Based on the advertising economic benefit data, the click cost H1 of the advertisement in the preset advertising delivery cycle and the click cost H2 of the advertisement in the previous preset advertising delivery cycle are obtained, wherein the click cost is the cost of the user purchasing the product corresponding to the advertising delivery after clicking the advertisement;
[0017] The advertising economic benefit coefficient is calculated based on the advertising economic benefit coefficient calculation formula, which is as follows:
[0018]
[0019] Among them, JJZ is the advertising economic benefit coefficient, C is the advertising economic benefit basic value, and each type of advertisement corresponds to a different advertising economic benefit basic value, and its value is set by the system.
[0020] Furthermore, the calculation of the advertising cost coefficient and the advertising benefit growth coefficient based on the advertising economic benefit data includes the following process:
[0021] Based on the advertising economic benefit data, the advertising expenses in a preset advertising delivery cycle and the product sales corresponding to the advertising delivery in the preset advertising delivery cycle are obtained, and the ratio of the advertising expenses to the product sales is calculated, and the ratio is recorded as the advertising expense coefficient;
[0022] Based on the advertising economic benefit data, the product sales number corresponding to the advertising in the preset advertising cycle and the product sales number corresponding to the advertising in the previous preset advertising cycle are obtained, and the sales difference between the two is calculated;
[0023] Based on the advertising economic benefit data, the advertising cost in the preset advertising delivery cycle and the advertising cost in the last preset advertising delivery cycle are obtained, and the difference between the advertising costs is calculated;
[0024] Calculate the ratio of sales difference to advertising expense difference, and use this ratio as the advertising effectiveness growth coefficient.
[0025] Furthermore, the advertising economic benefit index is calculated based on the advertising economic benefit coefficient, the advertising cost coefficient and the advertising benefit growth coefficient, including the following process:
[0026] Substituting the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient into the advertising economic benefit index calculation formula, the advertising economic benefit index is obtained. The calculation formula is as follows:
[0027]
[0028] Among them, LMS is the advertising economic benefit index, ZC is the advertising benefit growth coefficient, FY is the advertising cost coefficient, α and β are weight coefficients, which are 0.6 and 0.4 respectively.
[0029] Furthermore, calculating the advertising awareness, advertising understanding and advertising preference within a preset advertising delivery cycle based on the advertising promotion benefit data includes the following process:
[0030] Based on the advertising promotion benefit data, the number of clicks on the advertising link in the preset advertising delivery cycle and the total number of advertising link promotions in the preset advertising delivery cycle are obtained, the number of respondents who know the advertisement and the total number of respondents in the preset advertising delivery cycle are obtained, the ratio D of the number of clicks on the advertising link to the total number of advertising link promotions is calculated, the ratio E of the number of respondents who know the advertisement to the total number of respondents is calculated, the average ratio P is obtained based on the ratio D and the ratio E, and the average ratio P is recorded as the advertising awareness;
[0031] Based on the advertising promotion benefit data, the average duration of the advertising video watched by users and the duration of the advertising video in the preset advertising delivery period are obtained, and the ratio T of the average duration to the duration of the advertising video is calculated, and the ratio T is recorded as the advertising awareness;
[0032] Based on the advertising promotion effectiveness data, the number of times S1 that users purchased the product corresponding to the advertisement and the number of times S2 that users purchased other products of the same type as the advertised product within the preset advertising delivery cycle are obtained, and the ratio G of the number S1 to the number S2 is calculated, and the ratio G is recorded as the advertising preference.
[0033] Furthermore, the advertising promotion benefit index is calculated based on advertising awareness, advertising understanding and advertising preference, including the following process:
[0034] Substituting advertising awareness, advertising understanding and advertising preference into the advertising promotion benefit index calculation formula, the advertising promotion benefit index is obtained. The calculation formula is as follows:
[0035]
[0036] Among them, LMT is the advertising promotion effectiveness index, k1, k2 and k3 are weights, and their values are 0.3, 0.4, 0.3 respectively, and e is 2.72.
[0037] Furthermore, calculating the advertising social benefit index based on the advertising social benefit data includes the following process:
[0038] Step 1: Determine the evaluation dimensions, which include trust, legal norms, social influence, brand loyalty and purchasing behavior;
[0039] Step 2: According to the importance of each dimension, set the corresponding weight. The weight setting refers to expert opinions, historical data analysis, and industry practice factors;
[0040] Step 3, calculate the index;
[0041] Single indicator scoring: Process the data of each dimension and convert it into a comparable score or index.
[0042] Weighted summation: Multiply the score of each individual indicator by the corresponding weight, and then sum them up to obtain the advertising social benefit index.
[0043] Furthermore, the analysis and evaluation of the advertising effect based on the advertising economic benefit index, advertising promotion benefit index and advertising social benefit index includes the following process:
[0044] The advertising economic benefit index, the advertising promotion benefit index and the advertising social benefit index are added together to obtain the advertising delivery effect index value, and it is determined whether the advertising delivery effect index value exceeds the first preset advertising delivery effect threshold value. If so, the advertising delivery effect is good. It is determined whether the advertising delivery effect index value exceeds the second preset advertising delivery effect threshold value. If so, the advertising delivery effect is excellent, wherein the second preset advertising delivery effect threshold value is greater than the first preset advertising delivery effect threshold value, and the first preset advertising delivery effect threshold value and the second preset advertising delivery effect threshold value are both set by the system and stored in the advertising delivery effect evaluation module.
[0045] Furthermore, the advertisement delivery data acquisition module uses API and questionnaire survey to acquire advertisement economic benefit data, advertisement promotion benefit data and advertisement social benefit data.
[0046] Compared with the existing solutions, the present invention achieves the following beneficial effects:
[0047] The present invention can calculate the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient within a preset advertising delivery cycle based on the advertising economic benefit data, and calculate the advertising economic benefit index based on the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient; calculate the advertising awareness, advertising understanding and advertising preference within a preset advertising delivery cycle based on the advertising promotion benefit data, and calculate the advertising promotion benefit index based on the advertising awareness, advertising understanding and advertising preference; calculate the advertising social benefit index based on the advertising social benefit data, analyze and evaluate the advertising delivery effect from three aspects: advertising economic benefit, advertising promotion benefit and advertising social benefit, and the obtained evaluation result is comprehensive and highly accurate.
[0048] The present invention can analyze the effect of advertising delivery based on big data, thereby improving the efficiency of advertising delivery effect analysis and evaluation. BRIEF DESCRIPTION OF THE DRAWINGS
[0049] In order to more clearly illustrate the embodiments of the present application or the technical solutions in the prior art, the drawings required for use in the embodiments will be briefly introduced below. Obviously, the drawings described below are only some embodiments recorded in the present invention. For ordinary technicians in this field, other drawings can also be obtained based on these drawings.
[0050] Figure 1 It is a system block diagram of an advertising delivery effect analysis and evaluation system based on big data according to an embodiment of the present invention;
[0051] Figure 2 This is a workflow diagram of an advertising delivery effect analysis and evaluation system based on big data according to an embodiment of the present invention;
[0052] Figure 3 This is another workflow diagram of an advertising delivery effect analysis and evaluation system based on big data according to an embodiment of the present invention. DETAILED DESCRIPTION
[0053] The following will be combined with the drawings in the embodiments of the present invention to clearly and completely describe the technical solutions in the embodiments of the present invention. Obviously, the described embodiments are only part of the embodiments of the present invention, not all of the embodiments. Based on the embodiments of the present invention, all other embodiments obtained by ordinary technicians in this field without creative work are within the scope of protection of the present invention.
[0054] In addition, the described features, structures or characteristics may be combined in one or more example embodiments in any suitable manner. In the following description, many specific details are provided to provide a full understanding of the example embodiments of the present disclosure. However, those skilled in the art will appreciate that the technical solutions of the present disclosure may be practiced while omitting one or more of the specific details, or other methods, components, steps, etc. may be adopted. In other cases, well-known structures, methods, implementations or operations are not shown or described in detail to avoid obscuring various aspects of the present disclosure.
[0055] This embodiment provides an advertising effect analysis and evaluation system based on big data. Figure 1 is a system block diagram of an advertising delivery effect analysis and evaluation system based on big data according to an embodiment of the present invention. Figure 1 As shown, the system includes an advertisement delivery data acquisition module, an advertisement economic benefit analysis module, an advertisement promotion benefit analysis module, an advertisement social benefit analysis module and an advertisement delivery effect evaluation module;
[0056] The advertisement delivery data acquisition module is used to acquire advertisement economic benefit data, advertisement promotion benefit data and advertisement social benefit data;
[0057] The advertising economic benefit analysis module is used to calculate the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient within a preset advertising delivery cycle based on the advertising economic benefit data, and to calculate the advertising economic benefit index based on the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient;
[0058] The advertising promotion benefit analysis module is used to calculate the advertising awareness, advertising understanding and advertising preference within a preset advertising delivery cycle based on the advertising promotion benefit data, and calculate the advertising promotion benefit index based on the advertising awareness, advertising understanding and advertising preference;
[0059] The advertising social benefit analysis module is used to calculate the advertising social benefit index based on the advertising social benefit data;
[0060] The advertising effect evaluation module analyzes and evaluates the advertising effect based on the advertising economic benefit index, advertising promotion benefit index and advertising social benefit index.
[0061] In summary, the present invention can calculate the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient within a preset advertising delivery cycle based on advertising economic benefit data, and calculate the advertising economic benefit index based on the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient; calculate the advertising awareness, advertising understanding and advertising preference within a preset advertising delivery cycle based on advertising promotion benefit data, and calculate the advertising promotion benefit index based on advertising awareness, advertising understanding and advertising preference, and calculate the advertising social benefit index based on advertising social benefit data, analyze and evaluate the advertising delivery effect from three aspects: advertising economic benefit, advertising promotion benefit and advertising social benefit, and the evaluation result obtained is comprehensive and accurate. Analyze the advertising delivery effect based on big data to improve the efficiency of advertising delivery effect analysis and evaluation.
[0062] In some embodiments, Figure 2 is a workflow diagram of an advertising delivery effect analysis and evaluation system based on big data according to an embodiment of the present invention. Figure 2 As shown, the calculation of the advertising economic benefit coefficient within the preset advertising delivery cycle based on the advertising economic benefit data includes the following process:
[0063] Step S201: obtaining the product sales number N1 corresponding to the advertising in a preset advertising cycle and the product sales number N2 corresponding to the advertising in the previous preset advertising cycle based on the advertising economic benefit data;
[0064] Step S202: obtaining the display volume Z1 of advertisements in a preset advertisement delivery cycle and the display volume Z2 of advertisements in a previous preset advertisement delivery cycle based on the advertisement economic benefit data;
[0065] Step S203: based on the advertising economic benefit data, the click cost H1 of the advertisement in the preset advertising delivery cycle and the click cost H2 of the advertisement in the previous preset advertising delivery cycle are obtained, wherein the click cost is the cost of the user purchasing the product corresponding to the advertising delivery after clicking the advertisement;
[0066] Step S204: Calculate the advertising economic benefit coefficient based on the advertising economic benefit coefficient calculation formula, which is as follows:
[0067]
[0068] Among them, JJZ is the advertising economic benefit coefficient, C is the advertising economic benefit basic value, and each type of advertisement corresponds to a different advertising economic benefit basic value, and its value is set by the system.
[0069] In some embodiments, calculating the advertising cost coefficient and the advertising benefit growth coefficient based on the advertising economic benefit data includes the following process:
[0070] Based on the advertising economic benefit data, the advertising expenses in a preset advertising delivery cycle and the product sales corresponding to the advertising delivery in the preset advertising delivery cycle are obtained, and the ratio of the advertising expenses to the product sales is calculated, and the ratio is recorded as the advertising expense coefficient;
[0071] Based on the advertising economic benefit data, the product sales number corresponding to the advertising in the preset advertising cycle and the product sales number corresponding to the advertising in the previous preset advertising cycle are obtained, and the sales difference between the two is calculated;
[0072] Based on the advertising economic benefit data, the advertising cost in the preset advertising delivery cycle and the advertising cost in the last preset advertising delivery cycle are obtained, and the difference between the advertising costs is calculated;
[0073] Calculate the ratio of sales difference to advertising expense difference, and use this ratio as the advertising effectiveness growth coefficient.
[0074] In some embodiments, calculating the advertising economic benefit index based on the advertising economic benefit coefficient, the advertising cost coefficient, and the advertising benefit growth coefficient includes the following process:
[0075] Substituting the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient into the advertising economic benefit index calculation formula, the advertising economic benefit index is obtained. The calculation formula is as follows:
[0076]
[0077] Among them, LMS is the advertising economic benefit index, ZC is the advertising benefit growth coefficient, FY is the advertising cost coefficient, α and β are weight coefficients, which are 0.6 and 0.4 respectively.
[0078] In some embodiments, calculating the advertising awareness, advertising understanding and advertising preference within a preset advertising delivery period based on the advertising promotion benefit data includes the following process:
[0079] Based on the advertising promotion benefit data, the number of clicks on the advertising link in the preset advertising delivery cycle and the total number of advertising link promotions in the preset advertising delivery cycle are obtained, the number of respondents who know the advertisement and the total number of respondents in the preset advertising delivery cycle are obtained, the ratio D of the number of clicks on the advertising link to the total number of advertising link promotions is calculated, the ratio E of the number of respondents who know the advertisement to the total number of respondents is calculated, the average ratio P is obtained based on the ratio D and the ratio E, and the average ratio P is recorded as the advertising awareness;
[0080] Based on the advertising promotion benefit data, the average duration of the advertising video watched by users and the duration of the advertising video in the preset advertising delivery period are obtained, and the ratio T of the average duration to the duration of the advertising video is calculated, and the ratio T is recorded as the advertising awareness;
[0081] Based on the advertising promotion effectiveness data, the number of times S1 that users purchased the product corresponding to the advertisement and the number of times S2 that users purchased other products of the same type as the advertised product within the preset advertising delivery cycle are obtained, and the ratio G of the number S1 to the number S2 is calculated, and the ratio G is recorded as the advertising preference.
[0082] In some embodiments, calculating the advertising promotion benefit index based on advertising awareness, advertising understanding and advertising preference includes the following process:
[0083] Substituting advertising awareness, advertising understanding and advertising preference into the advertising promotion benefit index calculation formula, the advertising promotion benefit index is obtained. The calculation formula is as follows:
[0084]
[0085] Among them, LMT is the advertising promotion effectiveness index, k1, k2 and k3 are weights, and their values are 0.3, 0.4, 0.3 respectively, and e is 2.72.
[0086] In some embodiments, Figure 3 is a workflow diagram of an advertising delivery effect analysis and evaluation system based on big data according to an embodiment of the present invention. Figure 3 As shown, the calculation of the advertising social benefit index based on advertising social benefit data includes the following process:
[0087] Step 1: Determine the evaluation dimensions;
[0088] Trust: The degree of trust the audience has in advertising information, reflecting the authenticity and credibility of the advertisement.
[0089] Legal compliance: Whether the advertising content complies with relevant laws and regulations to avoid misleading, false or illegal propaganda.
[0090] Social influence: the positive impact of advertising on social concepts, behavioral patterns, public welfare, etc.
[0091] Brand loyalty and purchasing behavior: Although these are more of an economic benefit, advertising’s contribution to improving brand loyalty and promoting purchasing behavior is also part of its social benefit.
[0092] Step 2: According to the importance of each dimension, set the corresponding weight. The weight setting refers to expert opinions, historical data analysis, and industry practice factors;
[0093] Step 3, calculate the index;
[0094] Single indicator scoring: Process the data of each dimension and convert it into a comparable score or index;
[0095] Weighted summation: Multiply the score of each individual indicator by the corresponding weight, and then sum them up to obtain the advertising social benefit index.
[0096] It is worth noting that the following table is an example of calculating the advertising social benefit index:
[0097]
[0098] Advertising social benefit index = (85*30% + 90*20% + 75*30% + 80*20%) = 81.5
[0099] In some embodiments, analyzing and evaluating the advertising effect based on the advertising economic benefit index, the advertising promotion benefit index, and the advertising social benefit index includes the following process:
[0100] The advertising economic benefit index, the advertising promotion benefit index and the advertising social benefit index are added together to obtain the advertising delivery effect index value, and it is determined whether the advertising delivery effect index value exceeds the first preset advertising delivery effect threshold value. If so, the advertising delivery effect is good. It is determined whether the advertising delivery effect index value exceeds the second preset advertising delivery effect threshold value. If so, the advertising delivery effect is excellent, wherein the second preset advertising delivery effect threshold value is greater than the first preset advertising delivery effect threshold value, and the first preset advertising delivery effect threshold value and the second preset advertising delivery effect threshold value are both set by the system and stored in the advertising delivery effect evaluation module.
[0101] It is worth noting that the advertisement delivery data acquisition module uses API (Application Programming Interface) and questionnaire survey to acquire advertisement economic benefit data, advertisement promotion benefit data and advertisement social benefit data.
[0102] The above embodiments can be implemented in whole or in part by software, hardware, firmware or any other combination. When implemented by software, the above embodiments can be implemented in whole or in part in the form of a computer program product. The computer program product includes one or more computer instructions or computer programs. When the computer instructions or computer programs are loaded or executed on a computer, the process or function described in the embodiment of the present application is generated in whole or in part. The computer can be a general-purpose computer, a special-purpose computer, a computer network, or other programmable device. The computer instructions can be stored in a computer-readable storage medium, or transmitted from one computer-readable storage medium to another computer-readable storage medium. For example, the computer instructions can be transmitted from one website site, computer, server or data center to another website site, computer, server or data center by wired (e.g., infrared, wireless, microwave, etc.). The computer-readable storage medium can be any available medium that a computer can access or a data storage device such as a server or data center that contains one or more available media sets. The available medium can be a magnetic medium (e.g., a floppy disk, a hard disk, a tape), an optical medium (e.g., a DVD), or a semiconductor medium. The semiconductor medium can be a solid-state hard disk.
[0103] Those of ordinary skill in the art will appreciate that the units and algorithm steps of each example described in conjunction with the embodiments disclosed herein can be implemented in electronic hardware, or a combination of computer software and electronic hardware. Whether these functions are performed in hardware or software depends on the specific application and design constraints of the technical solution. Professional and technical personnel can use different methods to implement the described functions for each specific application, but such implementation should not be considered to be beyond the scope of this application.
[0104] Those skilled in the art can clearly understand that, for the convenience and brevity of description, the specific working processes of the systems, devices and units described above can refer to the corresponding processes in the aforementioned method embodiments and will not be repeated here.
[0105] In the several embodiments provided in the present application, it should be understood that the disclosed systems, devices and methods can be implemented in other ways. For example, the device embodiments described above are only schematic. For example, the division of the units is only some logical function divisions. There may be other division methods in actual implementation, such as multiple units or components can be combined or integrated into another system, or some features can be ignored or not executed. Another point is that the mutual coupling or direct coupling or communication connection shown or discussed can be through some interfaces, indirect coupling or communication connection of devices or units, which can be electrical, mechanical or other forms.
[0106] The units described as separate components may or may not be physically separated, and the components shown as units may or may not be physical units, that is, they may be located in one place or distributed on multiple network units. Some or all of the units may be selected according to actual needs to achieve the purpose of the solution of this embodiment.
[0107] The above is only a specific implementation of the present application, but the protection scope of the present application is not limited thereto. Any person skilled in the art who is familiar with the present technical field can easily think of changes or substitutions within the technical scope disclosed in the present application, which should be included in the protection scope of the present application. Therefore, the protection scope of the present application should be based on the protection scope of the claims.
Claims
1. An advertising effect analysis and evaluation system based on big data, characterized in that: The system includes an advertising data acquisition module, an advertising economic benefit analysis module, an advertising promotion benefit analysis module, an advertising social benefit analysis module and an advertising effect evaluation module; The advertisement delivery data acquisition module is used to acquire advertisement economic benefit data, advertisement promotion benefit data and advertisement social benefit data; The advertising economic benefit analysis module is used to calculate the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient within a preset advertising delivery cycle based on the advertising economic benefit data, and to calculate the advertising economic benefit index based on the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient; The advertising promotion benefit analysis module is used to calculate the advertising awareness, advertising understanding and advertising preference within a preset advertising delivery cycle based on the advertising promotion benefit data, and calculate the advertising promotion benefit index based on the advertising awareness, advertising understanding and advertising preference; The advertising social benefit analysis module is used to calculate the advertising social benefit index based on the advertising social benefit data; The advertising effect evaluation module analyzes and evaluates the advertising effect based on the advertising economic benefit index, advertising promotion benefit index and advertising social benefit index.
2. The advertising effect analysis and evaluation system based on big data according to claim 1 is characterized in that: The calculation of the advertising economic benefit coefficient within the preset advertising delivery cycle based on the advertising economic benefit data includes the following process: Based on the advertising economic benefit data, obtain the product sales number N1 corresponding to the advertising in the preset advertising cycle and the product sales number N2 corresponding to the advertising in the previous preset advertising cycle; Based on the advertising economic benefit data, the display volume Z1 of the advertisement in the preset advertising delivery cycle and the display volume Z2 of the advertisement in the previous preset advertising delivery cycle are obtained; Based on the advertising economic benefit data, the click cost H1 of the advertisement in the preset advertising delivery cycle and the click cost H2 of the advertisement in the previous preset advertising delivery cycle are obtained, wherein the click cost is the cost of the user purchasing the product corresponding to the advertising delivery after clicking the advertisement; The advertising economic benefit coefficient is calculated based on the advertising economic benefit coefficient calculation formula, which is as follows: Among them, JJZ is the advertising economic benefit coefficient, C is the advertising economic benefit basic value, and each type of advertisement corresponds to a different advertising economic benefit basic value, and its value is set by the system.
3. The advertising effect analysis and evaluation system based on big data according to claim 1 is characterized in that: The calculation of advertising cost coefficient and advertising benefit growth coefficient based on advertising economic benefit data includes the following process: Based on the advertising economic benefit data, the advertising expenses in a preset advertising delivery cycle and the product sales corresponding to the advertising delivery in the preset advertising delivery cycle are obtained, and the ratio of the advertising expenses to the product sales is calculated, and the ratio is recorded as the advertising expense coefficient; Based on the advertising economic benefit data, the product sales number corresponding to the advertising in the preset advertising cycle and the product sales number corresponding to the advertising in the previous preset advertising cycle are obtained, and the sales difference between the two is calculated; Based on the advertising economic benefit data, the advertising cost in the preset advertising delivery cycle and the advertising cost in the last preset advertising delivery cycle are obtained, and the difference between the advertising costs is calculated; Calculate the ratio of sales difference to advertising expense difference, and use this ratio as the advertising effectiveness growth coefficient.
4. The advertising effect analysis and evaluation system based on big data according to claim 1 is characterized in that: The advertising economic benefit index is calculated based on the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient, including the following process: Substituting the advertising economic benefit coefficient, advertising cost coefficient and advertising benefit growth coefficient into the advertising economic benefit index calculation formula, the advertising economic benefit index is obtained. The calculation formula is as follows: Among them, LMS is the advertising economic benefit index, ZC is the advertising benefit growth coefficient, FY is the advertising cost coefficient, α and β are weight coefficients, which are 0.6 and 0.4 respectively.
5. The advertising effect analysis and evaluation system based on big data according to claim 1 is characterized in that: Based on the advertising promotion benefit data, the advertising awareness, advertising understanding and advertising preference within the preset advertising delivery cycle are calculated The process includes: Based on the advertising promotion benefit data, the number of clicks on the advertising link in the preset advertising delivery cycle and the total number of advertising link promotions in the preset advertising delivery cycle are obtained, the number of respondents who know the advertisement and the total number of respondents in the preset advertising delivery cycle are obtained, the ratio D of the number of clicks on the advertising link to the total number of advertising link promotions is calculated, the ratio E of the number of respondents who know the advertisement to the total number of respondents is calculated, and the average ratio P is obtained based on the ratio D and the ratio E, and the average ratio P is recorded as the advertising awareness; Based on the advertising promotion benefit data, the average duration of the advertising video watched by users and the duration of the advertising video in the preset advertising delivery period are obtained, and the ratio T of the average duration to the duration of the advertising video is calculated, and the ratio T is recorded as the advertising awareness; Based on the advertising promotion effectiveness data, the number of times S1 that users purchased the product corresponding to the advertisement and the number of times S2 that users purchased other products of the same type as the advertised product within the preset advertising delivery cycle are obtained, and the ratio G of the number S1 to the number S2 is calculated, and the ratio G is recorded as the advertising preference.
6. The advertising effect analysis and evaluation system based on big data according to claim 5 is characterized in that: The advertising promotion benefit index is calculated based on advertising awareness, advertising understanding and advertising preference, including the following process: Substituting advertising awareness, advertising understanding and advertising preference into the advertising promotion benefit index calculation formula, the advertising promotion benefit index is obtained. The calculation formula is as follows: Among them, LMT is the advertising promotion effectiveness index, k1, k2 and k3 are weights, and their values are 0.3, 0.4, 0.3 respectively, and e is 2.
72.
7. The advertising effect analysis and evaluation system based on big data according to claim 1 is characterized in that: The calculation of the advertising social benefit index based on advertising social benefit data includes the following process: Step 1: Determine the evaluation dimensions, which include trust, legal norms, social influence, brand loyalty and purchasing behavior; Step 2: According to the importance of each dimension, set the corresponding weight. The weight setting refers to expert opinions, historical data analysis, and industry practice factors; Step 3, calculate the index; Single indicator scoring: Process the data of each dimension and convert it into a comparable score or index. Weighted summation: Multiply the score of each individual indicator by the corresponding weight, and then sum them up to obtain the advertising social benefit index.
8. The advertising effect analysis and evaluation system based on big data according to claim 1 is characterized in that: The analysis and evaluation of advertising effectiveness based on the advertising economic benefit index, advertising promotion benefit index and advertising social benefit index includes the following processes: The advertising economic benefit index, the advertising promotion benefit index and the advertising social benefit index are added together to obtain the advertising delivery effect index value, and it is determined whether the advertising delivery effect index value exceeds the first preset advertising delivery effect threshold value. If so, the advertising delivery effect is good. It is determined whether the advertising delivery effect index value exceeds the second preset advertising delivery effect threshold value. If so, the advertising delivery effect is excellent, wherein the second preset advertising delivery effect threshold value is greater than the first preset advertising delivery effect threshold value, and the first preset advertising delivery effect threshold value and the second preset advertising delivery effect threshold value are both set by the system and stored in the advertising delivery effect evaluation module.
9. The advertising effect analysis and evaluation system based on big data according to claim 1 is characterized in that: The advertising data acquisition module uses API and questionnaire survey methods to obtain advertising economic benefit data, advertising promotion benefit data and advertising social benefit data.