Internet-based advertisement promotion traceability method

Abstract

The invention relates to the technical field of advertisement marketing, and discloses an internet-based advertisement promotion traceability method, which comprises the following steps of S1, determining a traceability target; s2, selecting a traceability tool and technology; s3, data collection and arrangement; s4, data analysis and modeling; and S5, evaluating and optimizing. The determination of the traceability target is mainly to determine the advertisement type and determine the key index of the traceability. The traceability tools and techniques may select link tracking tools, advertisement level data, HTTP Referer viewing, and pixel tracking techniques. The link tracking technology can be selected to use UTM parameters and other link tracking technologies. The advertisement platform data can be selected from Google advertisement, Baidu promotion and the like. According to the method, specific platforms, media and activities of advertisement sources can be tracked very accurately, an advertiser can analyze effects of different channels conveniently, and meanwhile, data from different tracing methods can be integrated to be more accurate.

Description

Technical Field

[0001] The present invention relates to the technical field of advertising marketing, and particularly to an advertising promotion traceability method based on the Internet. Background Art

[0002] Advertising promotion traceability refers to the process of tracking the entire process of advertising placement through a series of technical means and methods in advertising marketing activities, from the display of advertisements, user clicks, to the final conversion behaviors (such as purchasing goods, registering accounts, etc.), clarifying the source path of advertising effects, and determining the contribution degree of various factors (such as advertising channels, advertising content, placement time, etc.) in each link to advertising effects.

[0003] With the continuous development of Internet technology, the Internet has become an important medium in the current advertising information promotion market; various advertising information continuously appears on web pages, APPs or other interfaces. However, through investigation, it is found that advertising information is generally fixed at a specific position on a certain page or APP. Among all Internet users who can view the advertising information, only a very small part can successfully convert the advertising information, while other users basically just pass by. This leads to low conversion volume and low efficiency of advertisements.

[0004] Therefore, it is necessary to design a practical advertising promotion traceability method based on the Internet. Summary of the Invention

[0005] The purpose of the present invention is to provide an advertising promotion traceability method based on the Internet to solve the problems raised in the above background art.

[0006] To solve the above technical problems, the present invention provides the following technical solutions: an advertising promotion traceability method based on the Internet, including the following steps: S1: Determine the traceability target; S2: Select traceability tools and technologies; S3: Data collection and collation; S4: Data analysis and modeling; S5: Evaluation and optimization.

[0007] According to the above technical solutions, determining the traceability target mainly includes determining the advertisement type and determining the key traceability indicators.

[0008] According to the above technical solutions, traceability tools and technologies can include link tracking tools, advertising platform data, HTTP Referer viewing, and pixel tracking technology.

[0009] According to the above technical solutions, link tracking technology can include using link tracking technologies such as UTM parameters.

[0010] According to the above technical solution, the advertising platform data can include Google Ads, Baidu Promotion, etc.

[0011] According to the above technical solution, data collection and collation include setting data collection points, collecting data regularly, and data cleaning and preprocessing.

[0012] According to the above technical solution, data analysis and modeling include basic data analysis, user behavior analysis, and establishing a traceability model.

[0013] According to the above technical solution, evaluation and optimization include effect evaluation and strategy optimization.

[0014] Compared with the prior art, the beneficial effects achieved by the present invention are as follows: The present invention can very accurately trace the specific platforms, media, and activities of the advertisement sources, facilitating advertisers to analyze the effects of different channels. At the same time, it can also integrate data from different traceability methods to make it more accurate. Brief Description of the Drawings

[0015] The drawings are used to provide a further understanding of the present invention and constitute a part of the specification. Together with the embodiments of the present invention, they are used to explain the present invention and do not constitute a limitation to the present invention. In the drawings: Figure 1 is a schematic flow chart of an Internet-based advertising promotion traceability method of the present invention. Detailed Embodiments

[0016] Next, the technical solutions in the embodiments of the present invention will be clearly and completely described in conjunction with the drawings in the embodiments of the present invention. Obviously, the described embodiments are only a part of the embodiments of the present invention, rather than all of the embodiments. Based on the embodiments of the present invention, all other embodiments obtained by those of ordinary skill in the art without creative efforts shall fall within the protection scope of the present invention.

[0017] Please refer to Figure 1 , the present invention provides a technical solution: an Internet-based advertising promotion traceability method, including the following steps: S1: Determine the traceability target; Specifically, Determine the advertisement type: Determine whether it is a social media advertisement, a search engine advertisement, an email advertisement, or other types of advertisements; Determine the key traceability indicators: such as click-through rate, conversion rate, exposure volume, etc.; S2: Select traceability tools and technologies; Specifically, Select a link tracking tool: Set UTM parameters for the link for convenient clicking.

[0018] Advertising platform data: Log in to the backend of the advertising platform, go to the data analysis interface of the corresponding advertising campaign, ad group, or keyword, and view and record data such as the number of impressions, clicks, conversion rate, and user geographical distribution provided by the platform.

[0019] HTTP Referer view: Configure on the website server side to enable recording of HTTP Referer information, and analyze the Referer field in the website access log to determine from which website the user jumped.

[0020] Pixel tracking technology: Place pixel code on the advertising material or target web page. When the user loads the page containing the pixel, the pixel code sends a request to the server, recording information such as the user's IP address and access time. Analyze this data to determine which display ad the user entered through.

[0021] S3: Data collection and collation; Specifically, Data collection points: Set data collection points at all links of the advertising placement according to the selected traceability tools and technical requirements.

[0022] Regular data collection: Collect data regularly according to the cycle and frequency of the advertising placement.

[0023] Data cleaning and preprocessing: Clean the collected data, remove duplicate data, error data, and abnormal data to ensure data accuracy and consistency. At the same time, format and standardize the data for subsequent analysis and comparison.

[0024] S4: Data analysis and modeling, Specifically, Basic data analysis: Use data analysis methods to perform descriptive statistical analysis on the sorted data to understand the basic situation of the advertising placement.

[0025] User behavior analysis: By analyzing the user's behavior path on the advertising page, such as dwell time, browsing depth, click order, etc., understand the user's interest points and concerns about the advertisement, as well as the impact of different advertisement contents and forms on user behavior, so as to optimize the advertisement design and placement strategy.

[0026] Establish a traceability model: Establish a corresponding traceability model according to the business logic and data characteristics of the advertising promotion.

[0027] S5: Evaluation and optimization; Specifically, Effect evaluation: Based on the data analysis and the results of the traceability model, comprehensively evaluate whether the effect of the advertising promotion has achieved the expected goal. Compare the performances of different advertising channels, activities, contents, etc., identify the advantages and disadvantages, and provide directions for optimization.

[0028] Strategy optimization: Based on the evaluation results, optimize and adjust the advertising promotion strategy. For example, adjust the channel combination of advertising placement, optimize the advertising creativity and copywriting, improve the placement time and regional strategies, etc., then re-conduct the advertising placement, and continuously monitor and evaluate the effect, forming an iterative optimization process.

[0029] In summary, through traceability, the present invention can accurately determine the actual impact of different advertising channels, advertising activities, and advertising creativity on consumer behavior; it can help advertisers optimize their advertising placement strategies. After understanding the source path and conversion effect of the advertisements, they can reasonably allocate the advertising budget and invest more resources in efficient advertising channels and activities.

[0030] It should be noted that in this article, relational terms such as first and second are only used to distinguish one entity or operation from another entity or operation, and do not necessarily require or imply any actual relationship or order between these entities or operations. Moreover, the terms "include", "comprise" or any other variant thereof are intended to cover non-exclusive inclusion, so that a process, method, article or device comprising a series of elements includes not only those elements but also other elements not expressly listed, or elements inherent to such process, method, article or device.

[0031] Finally, it should be noted that the above are only the preferred embodiments of the present invention and are not used to limit the present invention. Although the present invention has been described in detail with reference to the foregoing embodiments, those skilled in the art can still modify the technical solutions described in the foregoing embodiments, or perform equivalent replacements for some of the technical features. Any modifications, equivalent replacements, improvements, etc. made within the spirit and principle of the present invention shall be included within the protection scope of the present invention.

Claims

1. An Internet-based advertising promotion source tracing method, characterized by: The following steps are involved: S1: Determine the traceability target; S2: Select traceability tools and techniques; S3: Data collection and compilation; S4: Data analysis and modeling; S5: Evaluate and optimize.

2. The Internet-based advertising promotion tracing method according to claim 1, characterized in that: Determining the traceability target mainly involves determining the advertising type and the key indicators for traceability.

3. The Internet-based advertising promotion tracing method according to claim 2, characterized in that: Tracing tools and technologies include link tracking tools, advertising data, HTTP Referer viewing, and pixel tracking technology.

4. The Internet-based advertising promotion tracing method according to claim 3, characterized in that: Link tracking technology You can choose to use link tracking technology such as UTM parameters.

5. The Internet-based advertising promotion tracing method according to claim 4, characterized in that: Advertising platform data can be selected from Google Ads, Baidu Promotion, etc.

6. The Internet-based advertising promotion tracing method according to claim 5, characterized in that: Data collection and organization include setting up data collection points, collecting data regularly, and data cleaning and preprocessing.

7. The Internet-based advertising promotion tracing method according to claim 6, characterized in that: Data analysis and modeling include basic data analysis, user behavior analysis, and establishing traceability models.

8. The Internet-based advertising promotion tracing method according to claim 7, characterized in that: Evaluation and optimization include effect evaluation and strategy optimization.

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