Marketing effect evaluation method and related equipment

Abstract

The invention discloses a marketing effect evaluation method and device, a server, a computer readable storage medium and a computer program product. According to the method, a time attenuation factor is introduced in marketing activity effect evaluation of financial products, and the attenuation effect of marketing activities is evaluated through an attenuation algorithm according to the attenuation factor and in combination with activity effective time, so that the trend that the influence of the marketing activities on consumer behaviors changes along with time can be reflected more accurately, and the marketing activity evaluation accuracy is improved. Therefore, effect evaluation closer to the actual situation is provided, financial institutions are helped to better plan future marketing strategies and budget distribution, more scientific and reasonable measures are adopted to promote business growth, and marketing cost can be reduced.

Description

Technical Field

[0001] The present disclosure generally relates to the field of financial technology, and specifically to a marketing effectiveness evaluation method, device, server, computer-readable storage medium, and computer program product. Background Art

[0002] In the financial field, financial institutions often promote their credit products through a series of strategies and activities to attract potential customers and facilitate transactions. In order to help financial institutions understand the actual effectiveness of their marketing activities and make corresponding adjustments and optimizations, it is necessary to analyze the effectiveness of credit marketing activities.

[0003] The current credit marketing effect analysis mainly analyzes the operating effect of a single operating activity by forming an operating action experimental group and a general experimental group. If the business initiation rate of the experimental group is higher than that of the general group, the operating effect is judged to be better. This method consumes a lot of resources and is complex to operate. In addition, there are many interference factors in the actual marketing process, resulting in low accuracy of the analysis results obtained from the experiment. In addition, the interpretation of the results is more difficult. Even if the experimental results show a certain correlation, it is difficult to fully confirm the causal relationship because there may be uncontrolled confounding factors. Summary of the invention

[0004] In view of the above-mentioned defects or deficiencies in the prior art, it is desired to provide a marketing effectiveness evaluation method, device, server, computer-readable storage medium and computer program product that can automatically achieve accurate and reliable marketing effectiveness evaluation.

[0005] In a first aspect, the present application provides a marketing effect evaluation method, comprising:

[0006] Determine the marketing activities and attenuation parameters to be evaluated for the target financial product; wherein the attenuation parameters include: an attenuation algorithm and a preset attenuation factor;

[0007] After the activity takes effect, the attenuation effect of the marketing activity is evaluated through a attenuation algorithm based on the attenuation factor and the activity effective time to generate an evaluation result.

[0008] In one embodiment, it also includes:

[0009] Determine whether there are other marketing activities for the target financial products;

[0010] If present, when the other marketing activities take effect, the value of the attenuation factor is increased.

[0011] In one embodiment, it also includes:

[0012] Obtaining marketing data for all marketing activities for the target financial product;

[0013] Generate a corresponding marketing chain diagram for all marketing activities based on the marketing data;

[0014] Determine the evaluation results corresponding to each marketing activity;

[0015] Based on the marketing chain diagram and the evaluation results, the marketing effect of the target financial product is visually displayed and output.

[0016] In one embodiment, it also includes:

[0017] Output all optional decay algorithms through the user interface;

[0018] The attenuation algorithm specified by the user and the set initial value of the attenuation factor are received as the attenuation parameter.

[0019] In a second aspect, an embodiment of the present application provides a marketing effect evaluation device, comprising:

[0020] A parameter determination unit, used to determine the marketing activities to be evaluated for the target financial product and the attenuation parameters; wherein the attenuation parameters include: an attenuation algorithm and a preset attenuation factor;

[0021] The attenuation effect evaluation unit is used to evaluate the attenuation effect of the marketing activity through an attenuation algorithm according to the attenuation factor and the activity effective time after the activity takes effect, and generate an evaluation result.

[0022] In one embodiment, it further includes: an interference processing unit connected to the parameter determination unit;

[0023] The interference processing unit is used to: determine whether there are other marketing activities for the target financial product; if so, increase the value of the attenuation factor when the other marketing activities take effect.

[0024] In one embodiment, it further includes: a visual display unit;

[0025] The visual display unit comprises:

[0026] A data acquisition subunit, used to acquire marketing data for all marketing activities of the target financial product;

[0027] A link graph generating subunit, configured to generate corresponding marketing link graphs for all marketing activities according to the marketing data;

[0028] A result determination subunit, used to determine the evaluation results corresponding to each marketing activity;

[0029] The display output subunit is used to visually display and output the marketing effect of the target financial product based on the marketing chain diagram and the evaluation results.

[0030] In a third aspect, an embodiment of the present application provides a server, comprising a memory, a processor, and a computer program stored in the memory and executable on the processor, wherein the processor implements the steps of the method described in the embodiment of the present application when executing the program.

[0031] In a fourth aspect, an embodiment of the present application provides a computer-readable storage medium having a computer program stored thereon, which, when executed by a processor, implements the steps of the method described in the embodiment of the present application.

[0032] In a fifth aspect, an embodiment of the present application provides a computer program product, including a computer program, which, when executed by a processor, implements the steps of the method described in the embodiment of the present application.

[0033] Additional aspects and advantages of the present invention will be given in part in the following description and in part will be obvious from the following description, or will be learned through practice of the present invention. BRIEF DESCRIPTION OF THE DRAWINGS

[0034] Other features, objects and advantages of the present application will become more apparent by reading the detailed description of non-limiting embodiments made with reference to the following drawings:

[0035] Figure 1 A schematic diagram showing a flow chart of a marketing effect evaluation method provided in an embodiment of the present application is shown;

[0036] Figure 2 A schematic diagram of time decay marketing effect analysis provided by an embodiment of the present application is shown;

[0037] Figure 3 A schematic diagram of a visual display implementation process provided by an embodiment of the present application is shown;

[0038] Figure 4 A schematic diagram of the structure of a computer system suitable for implementing a server of an embodiment of the present application is shown. DETAILED DESCRIPTION

[0039] The present application is further described in detail below in conjunction with the accompanying drawings and embodiments. It is to be understood that the specific embodiments described herein are only used to explain the relevant invention, rather than to limit the invention. It is also necessary to explain that, for ease of description, only the parts related to the invention are shown in the accompanying drawings.

[0040] It should be noted that, in the absence of conflict, the embodiments in the present application and the features in the embodiments can be combined with each other. The present application will be described in detail below with reference to the drawings and in combination with the embodiments. Although the embodiments of the present application provide the method operation instruction steps shown in the following embodiments or drawings, more or fewer operation instruction steps may be included in the method based on routine or no creative labor. In the steps where there is no necessary causal relationship logically, the execution order of these steps is not limited to the execution order provided by the embodiments of the present application. The method may be executed in the order of the methods shown in the embodiments or drawings or in parallel during the actual processing process or when the device is executed.

[0041] Please refer to Figure 1 , Figure 1 FIG. 1 is a flow chart showing a marketing effect evaluation method provided by an embodiment of the present application. Figure 1 As shown, the method includes:

[0042] S101. Determine the marketing activities and attenuation parameters to be evaluated for the target financial product;

[0043] This method introduces the time decay effect for the marketing effect of marketing activities. As time goes by, the impact of marketing activities on consumer behavior tends to gradually weaken. By introducing the time decay factor, this trend of change over time can be more accurately reflected, thereby providing an effect evaluation that is closer to reality.

[0044] Among them, the decay parameters mainly include: decay algorithm and preset decay factor. The time decay calculation in this method supports multiple time decay algorithms, such as linear decay algorithm (decay factor decreases linearly with time, and the decay rate is constant), exponential decay algorithm (decay factor decays exponentially with time, the initial decay rate is fast, and the decay rate gradually decreases in the later period), logarithmic decay algorithm (decay factor decreases logarithmically with time, and the decay rate gradually decreases) and Ebbinghaus decay algorithm (the decay factor is updated with each review or reactivation, and the decay rate is fast at first and then slows down), etc. The specific decay algorithm used is not limited here, and can be set accordingly according to actual use needs.

[0045] The preset attenuation factor refers to the initial value of the attenuation factor, which can be customized by the user and can be set accordingly according to the attenuation algorithm. Since the attenuation algorithm is not limited in this embodiment, the specific numerical setting of the initial value of the attenuation factor is also not limited here. It can be set in comparison with the algorithm and will not be repeated here.

[0046] S102. After the activity takes effect, the attenuation effect of the marketing activity is evaluated by using an attenuation algorithm according to the attenuation factor and the activity effective time to generate an evaluation result.

[0047] After the marketing activity to be evaluated for the target financial product takes effect, that is, after the marketing incentive is issued, the attenuation effect of the marketing activity is evaluated through the attenuation algorithm based on the current attenuation factor and the effective time of the activity. The longer the activity takes effect, the more the marketing effect decays and the worse the effect; conversely, the shorter the interval between user loans after the marketing, the better the marketing effect is. For example, after the marketing incentive is issued, the user initiates the loan after a period of time, which means that the marketing activity has not played a good incentive role. In the evaluation, the marketing effect gradually decreases over time.

[0048] It should be noted that although the operations of the method of the present invention are described in a particular order in the drawings, this does not require or imply that the operations must be performed in this particular order or that all illustrated operations must be performed to achieve desired results.

[0049] Based on the above introduction, the method provided in this embodiment introduces a time decay factor in the evaluation of the effectiveness of marketing activities for financial products. According to the decay factor and the effective time of the activity, the decay effect of the marketing activity is evaluated through the decay algorithm. It can more accurately reflect the trend of the impact of the marketing activities on consumer behavior over time, thereby providing an effect evaluation that is closer to the reality, helping financial institutions to better plan future marketing strategies and budget allocations, and then take more scientific and reasonable measures to promote business growth, which helps to reduce marketing costs.

[0050] In the marketing activities for financial products, there is a marketing situation where a certain marketing action gives users a very low price or a higher credit limit, but the user does not borrow money immediately. Soon after, a coupon is given to the user, and then the user initiates the loan. In this case, the coupon may be more motivating to the user, causing the user to initiate the loan behavior. That is, if there are two or more marketing activities for the same financial product to the same customer, the effects of each marketing activity will be affected. For example, the effect of the first marketing activity will be promoted or motivated by other marketing activities. In view of this, this method further takes into account the marketing interference effect and proposes a marketing effect evaluation method that reduces marketing interference.

[0051] Specifically, in addition to the above steps, the following steps may be further performed:

[0052] Step S103, determine whether there are other marketing activities for the target financial product; if yes, execute step S104; if no, jump to step S103;

[0053] Step S104: when other marketing activities take effect, increase the value of the attenuation factor.

[0054] Figure 2The figure shows a schematic diagram of a time decay marketing effect analysis provided by this embodiment. This embodiment further proposes a time decay effect analysis method with an interference factor. When analyzing the marketing effect, an initial decay factor is first set to calculate the marketing effect decay factor. When the marketing action occurs, the shorter the time interval from the effective time, the better the marketing effect is determined. The interference factor is introduced into the time decay effect, and the interference factor brought by multiple marketing activities is fully considered. The decay factor is corrected according to whether multiple marketing activities occur. Usually, the decay factor is increased, and the marketing effect decay effect is continued to be calculated. That is, if there are multiple marketing activities, the decay rate is faster. By analyzing the changes in the effect of marketing activities on users from the two aspects of time decay and interference factor decay, the effect of marketing activities can be evaluated more objectively.

[0055] It should be noted that, in the evaluation of the marketing activity to be evaluated, the first attenuation factor is used before other activities take effect, and the second attenuation factor (greater than the first attenuation factor) is used after other marketing activities take effect, until the marketing activity becomes invalid. The evaluation of the marketing activity needs to calculate the evaluation results in each time period according to the attenuation factor corresponding to each time period, and then calculate the evaluation results in all time periods within the effective time to obtain the overall evaluation effect.

[0056] In order to deepen the introduction of the interference factor calculation process provided in this embodiment, this embodiment takes three marketing activities as examples to introduce a specific effect evaluation.

[0057] Assume that there are three marketing activities, namely, marketing activity 1, marketing activity 2 and marketing activity 3, and the events are T1, T2 and T3 respectively, all of which act on a credit loan, that is, for the same customer and the same financial product. The customer's loan time is T. Among them, T1 is earlier than T2, T2 is earlier than T3, and T3 is earlier than the loan time T.

[0058] Calculate the marketing effect of marketing campaign 1:

[0059] (1) First determine the decay factor decayRate1, then use decayRate1 to calculate the decay effect of the marketing effect during the time period T1 to T2;

[0060] (2) During the time period from T2 to T3, due to the occurrence of marketing activity 2, the decay factor needs to be increased, recorded as decayRate2. The decayRate2 is used to calculate the marketing effect during the time period from T2 to T3.

[0061] (3) During the time period from T3 to T, continue to increase the decay factor, recorded as decayRate3, and use decayRate3 to calculate the marketing effect during the time period from T3 to T.

[0062] (4) The final calculated effect is the marketing effectiveness score of marketing activity 1.

[0063] Calculate the marketing effect of marketing campaign 2:

[0064] (1) First determine the decay factor decayRate1, then use decayRate1 to calculate the marketing effect during the time period T2 to T3;

[0065] (2) During the time period from T3 to T, continue to increase the decay factor, recorded as decayRate3, and use decayRate3 to calculate the marketing effect during the time period from T3 to T.

[0066] (3) The final calculated effect is the marketing effectiveness score of Marketing Campaign 2.

[0067] In one embodiment, before step S101, the following steps may be further performed: outputting all optional attenuation algorithms through a user interaction interface; receiving the attenuation algorithm specified by the user and the set initial value of the attenuation factor as attenuation parameters.

[0068] This embodiment supports the selection of multiple attenuation algorithms, and supports the configuration of attenuation coefficients and interference factor attenuation coefficients, so as to conduct marketing effectiveness analysis considering the time attenuation effect and interference factors of multiple marketing activities, which is conducive to the business to choose appropriate marketing opportunities and marketing plans and improve user experience.

[0069] In one embodiment, in order to further comprehensively demonstrate the overall implementation and effect evaluation of the marketing activities, in addition to the steps provided in the above embodiment, the following steps may be further performed:

[0070] Step S105: Acquire marketing data for all marketing activities of the target financial product;

[0071] Extract underlying marketing data, such as marketing distribution data, marketing usage data, operating cost accounting data, etc.

[0072] Step S106: Generate a corresponding marketing chain diagram for all marketing activities based on the marketing data;

[0073] Step S107: Determine the evaluation results corresponding to each marketing activity;

[0074] Step S108: Based on the marketing chain diagram and the evaluation results, the marketing effect of the target financial product is visualized and output.

[0075] like Figure 3The figure shows a flow chart of a visualization display implementation process. First, the marketing underlying data is analyzed to generate a marketing chain diagram. The underlying layer can use a linked list to store all effective marketing activities that act on a certain loan action, and sort the marketing in order from morning to night. In addition to the chain diagram, other display methods can also be used, which are not limited here. Then, according to the above-mentioned marketing attenuation effect analysis process, the effect score of the activity on each person is analyzed. The data for marketing effect analysis can be directly obtained from the database or extracted from the marketing chain diagram. The figure takes the former as an example, but is not limited to this. Finally, the marketing effect score is visualized, and the overall summary score of the marketing effect and the distribution of the data can be analyzed to provide underlying analysis data for business marketing activities.

[0076] This embodiment provides a marketing effect evaluation device, which mainly includes:

[0077] A parameter determination unit, used to determine the marketing activities and attenuation parameters to be evaluated for the target financial product; wherein the attenuation parameters include: an attenuation algorithm and a preset attenuation factor;

[0078] The attenuation effect evaluation unit is used to evaluate the attenuation effect of the marketing activity through the attenuation algorithm according to the attenuation factor and the activity effective time after the activity takes effect, and generate an evaluation result.

[0079] In one embodiment, it further includes: an interference processing unit connected to the parameter determination unit;

[0080] The interference processing unit is used to: determine whether there are other marketing activities for the target financial product; if so, increase the value of the attenuation factor when other marketing activities take effect.

[0081] In one embodiment, it further includes: a visualization display unit connected to the attenuation effect evaluation unit;

[0082] The visual display unit includes:

[0083] A data acquisition subunit, used to acquire marketing data for all marketing activities of the target financial product;

[0084] A link graph generation subunit, used to generate corresponding marketing link graphs for all marketing activities based on marketing data;

[0085] A result determination subunit, used to determine the evaluation results corresponding to each marketing activity;

[0086] The display output subunit is used to visually display and output the marketing effect of the target financial product based on the marketing chain diagram and evaluation results.

[0087] It should be understood that the units described in the above device are similar to those in the reference Figure 1 The steps in the method described above correspond to each other. Therefore, the operations and features described above for the method are also applicable to the device and the units contained therein, and will not be repeated here. The device can be pre-implemented in the browser or other security application of the server, or loaded into the browser or its security application of the server by downloading or the like. The corresponding units in the device can cooperate with the units in the server to implement the solution of the embodiment of the present application.

[0088] For the several units mentioned in the above detailed description, this division is not mandatory. In fact, according to the embodiments of the present disclosure, the features and functions of two or more units described above can be embodied in one unit. On the contrary, the features and functions of one unit described above can be further divided into multiple units to be embodied.

[0089] It should be noted that for details not disclosed in the marketing effectiveness evaluation device in the embodiment of the present application, please refer to the details disclosed in the above embodiments of the present application, which will not be repeated here.

[0090] Reference below Figure 4 , Figure 4 A schematic diagram of the structure of a computer system suitable for implementing a server of an embodiment of the present application is shown.

[0091] like Figure 4 As shown, the computer system includes a central processing unit (CPU) 401, which can perform various appropriate actions and processes according to the program stored in the read-only memory (ROM) 402 or the program loaded from the storage part 408 into the random access memory (RAM) 403. In the RAM 403, various programs and data required for the operation instructions of the system are also stored. The CPU 401, the ROM 402, and the RAM 403 are connected to each other through a bus 404. An input / output (I / O) interface 405 is also connected to the bus 404.

[0092] The following components are connected to the I / O interface 405: an input section 406 including a keyboard, a mouse, etc.; an output section 407 including a cathode ray tube (CRT), a liquid crystal display (LCD), etc., and a speaker, etc.; a storage section 408 including a hard disk, etc.; and a communication section 409 including a network interface card such as a LAN card, a modem, etc. The communication section 409 performs communication processing via a network such as the Internet. A drive 410 is also connected to the I / O interface 405 as needed. A removable medium 411, such as a magnetic disk, an optical disk, a magneto-optical disk, a semiconductor memory, etc., is installed on the drive 410 as needed, so that a computer program read therefrom is installed into the storage section 408 as needed.

[0093] In particular, according to an embodiment of the present application, the above reference flow chart Figure 1 The described process can be implemented as a computer software program. For example, an embodiment of the present application includes a computer program product, which includes a computer program carried on a computer readable medium, and the computer program includes a program code for executing the method shown in the flow chart. In such an embodiment, the computer program includes a program code for executing the method shown in the flow chart. In such an embodiment, the computer program can be downloaded and installed from the network through the communication part 409, and / or installed from the removable medium 411. When the computer program is executed by the central processing unit (CPU) 401, the above-mentioned functions defined in the system of the present application are executed.

[0094] It should be noted that the computer-readable medium shown in the present application can be a computer-readable signal medium or a computer-readable storage medium or any combination of the above two. The computer-readable storage medium can be, for example, an electrical, magnetic, optical, electromagnetic, infrared, or semiconductor system, device or device, or any combination of the above. More specific examples of computer-readable storage media can include, but are not limited to: an electrical connection with one or more wires, a portable computer disk, a hard disk, a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or flash memory), an optical fiber, a portable compact disk read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the above. In the present application, a computer-readable storage medium can be any tangible medium containing or storing a program that can be used by or in combination with an instruction execution system, device or device. In the present application, a computer-readable signal medium can include a data signal propagated in a baseband or as part of a carrier wave, in which a computer-readable program code is carried. This propagated data signal can take a variety of forms, including but not limited to electromagnetic signals, optical signals, or any suitable combination of the above. Computer-readable signal media may also be any computer-readable medium such as a computer-readable storage medium that can send, propagate or transmit a program for use by or in conjunction with an instruction execution system, device or device. The program code contained on the computer-readable medium may be transmitted using any appropriate medium, including but not limited to: wireless, wire, optical cable, RF, etc., or any suitable combination of the above.

[0095] The flow chart and block diagram in the accompanying drawings illustrate the possible architecture, functions and operating instructions of the system, method and computer program product according to various embodiments of the present application. In this regard, each box in the flow chart or block diagram can represent a module, a program segment or a part of a code, and the aforementioned module, program segment or a part of a code contains one or more executable instructions for realizing the specified logical function. It should also be noted that in some implementations as replacements, the functions marked in the box can also occur in a sequence different from that marked in the accompanying drawings. For example, the boxes represented by two connections can actually be executed substantially in parallel, and they can sometimes be executed in the opposite order, depending on the functions involved. It should also be noted that each box in the block diagram and / or flow chart, and the combination of the boxes in the block diagram and / or flow chart can be implemented with a dedicated hardware-based system that performs a specified function or operating instruction, or can be implemented with a combination of dedicated hardware and computer instructions.

[0096] The units or modules involved in the embodiments described in the present application may be implemented by software or hardware. The units or modules described may also be arranged in a processor. The names of these units or modules do not, in some cases, constitute limitations on the units or modules themselves.

[0097] As another aspect, the present application further provides a computer-readable storage medium, which may be included in the server described in the above embodiment, or may exist independently without being assembled into the server. The above computer-readable storage medium stores one or more programs, and when the above programs are used by one or more processors to execute the marketing effect evaluation method described in the present application.

[0098] The above description is only a preferred embodiment of the present application and an explanation of the technical principles used. Those skilled in the art should understand that the scope of disclosure involved in the present application is not limited to the technical solution formed by a specific combination of the above technical features, but should also cover other technical solutions formed by any combination of the above technical features or their equivalent features without departing from the aforementioned disclosed concept. For example, the above features are replaced with the technical features with similar functions disclosed in this application (but not limited to) by each other to form a technical solution.

Claims

1. A marketing effect evaluation method, characterized in that: include: Determine the marketing activities and attenuation parameters to be evaluated for the target financial product; wherein the attenuation parameters include: an attenuation algorithm and a preset attenuation factor; After the activity takes effect, the attenuation effect of the marketing activity is evaluated through a attenuation algorithm based on the attenuation factor and the activity effective time to generate an evaluation result.

2. The method according to claim 1, characterized in that Also includes: Determine whether there are other marketing activities for the target financial products; If present, when the other marketing activities take effect, the value of the attenuation factor is increased.

3. The method according to claim 1, characterized in that Also includes: Obtaining marketing data for all marketing activities of the target financial product; Generate a corresponding marketing chain diagram for all marketing activities based on the marketing data; Determine the evaluation results corresponding to each marketing activity; Based on the marketing chain diagram and the evaluation results, the marketing effect of the target financial product is visually displayed and output.

4. The method according to claim 1, characterized in that Also includes: Output all optional decay algorithms through the user interface; The attenuation algorithm specified by the user and the set initial value of the attenuation factor are received as the attenuation parameter.

5. A marketing effect evaluation device, characterized in that: include: A parameter determination unit, used to determine the marketing activities to be evaluated for the target financial product and the attenuation parameters; wherein the attenuation parameters include: an attenuation algorithm and a preset attenuation factor; The attenuation effect evaluation unit is used to evaluate the attenuation effect of the marketing activity through an attenuation algorithm according to the attenuation factor and the activity effective time after the activity takes effect, and generate an evaluation result.

6. The device according to claim 5, characterized in that Also includes: an interference processing unit connected to the parameter determination unit; The interference processing unit is used to: determine whether there are other marketing activities for the target financial product; If present, when the other marketing activities take effect, the value of the attenuation factor is increased.

7. The device according to claim 5, characterized in that Also includes: Visual display unit; The visual display unit comprises: A data acquisition subunit, used to acquire marketing data for all marketing activities of the target financial product; A link graph generating subunit, configured to generate corresponding marketing link graphs for all marketing activities according to the marketing data; A result determination subunit, used to determine the evaluation results corresponding to each marketing activity; The display output subunit is used to visually display and output the marketing effect of the target financial product based on the marketing chain diagram and the evaluation results.

8. A server comprising a memory, a processor and a computer program stored in the memory and executable on the processor, characterized in that: When the processor executes the program, the steps of the method according to any one of claims 1 to 4 are implemented.

9. A computer-readable storage medium having a computer program stored thereon, characterized in that: When the program is executed by a processor, the steps of the method according to any one of claims 1 to 4 are implemented.

10. A computer program product, comprising a computer program, characterized in that When the computer program is executed by a processor, the steps of the method according to any one of claims 1 to 4 are implemented.

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