Advertisement data management system

Abstract

The invention provides an advertisement data management system. An advertisement data management system platform is constructed through a basic configuration module, a report module, a bottoming and putting module, a material submission module, a strategy module, a label module and an A / B experiment module. The problems that an existing advertisement data management system is scattered in data, difficult to integrate, single in advertisement putting strategy, lack of flexibility, inaccurate in advertisement putting user orientation, low in creative management efficiency, incomplete in advertisement putting effect evaluation, insufficient in advertisement putting test support and the like are solved, efficient management of advertisement data is achieved, and meanwhile the advertisement putting effect is improved. And the use experience of the user is also improved.

Description

Technical Field

[0001] The present invention relates to the technical field of data management, and particularly to an advertising data management system. Background Art

[0002] With the popularization of the Internet and mobile devices, advertising placement has become an important means for enterprises to promote products and services. However, there are still many problems in the full life cycle management of advertising placement in existing advertising data management systems, mainly including the following aspects:

[0003] (1) Data is scattered and difficult to integrate

[0004] Existing advertising data management systems usually have a single function, and data is scattered in different modules or platforms, lacking a unified data integration and management mechanism. This makes it difficult for advertisers to comprehensively grasp the effects of advertising campaigns and also unable to achieve in-depth analysis and utilization of data.

[0005] (2) Single strategy and lack of flexibility

[0006] Existing advertising placement strategies usually mainly rely on fixed modes, lacking flexibility and pertinence. For example, it is impossible to adjust the placement strategy in real time according to user behavior data, and it is also difficult to support optimization means such as A / B testing, resulting in poor advertising effects.

[0007] (3) Imprecise user targeting

[0008] Existing user tagging systems usually have a single dimension and cannot comprehensively reflect users' interests, behaviors, and preferences. This leads to imprecise advertising targeting and makes it difficult to achieve the expected advertising placement effects.

[0009] (4) Low efficiency in creative management

[0010] Existing creative management systems usually lack automated tools, and the efficiency of creative production, review, and optimization is relatively low. In addition, the coordination between creativity and placement strategies is insufficient, making it difficult to achieve dynamic matching between creativity and strategies.

[0011] (5) Incomplete effect evaluation

[0012] Existing advertising effect evaluations are usually limited to simple statistics of exposure and click-through rates, lacking in-depth analysis of key indicators such as user behavior paths, conversion rates, and ROI (return on investment). This makes it difficult for advertisers to comprehensively evaluate the actual effects of advertising campaigns.

[0013] (6) Insufficient support for A / B testing

[0014] Existing advertising data management systems usually lack comprehensive support for A / B testing and cannot optimize advertising strategies through comparative experiments. This restricts the further improvement of advertising placement effects. Summary of the Invention

[0015] The present invention provides an advertising data management system to solve the above problems.

[0016] In a first aspect, the present invention provides an advertising data management system, specifically including the following modules:

[0017] The basic configuration module is used to manage the basic information of advertising campaigns and provide data support for other modules;

[0018] The report module is used to provide data reports of advertising campaigns to help analyze advertising effects;

[0019] The bottom - layer placement module is used to manage the creativity of advertising placement and the placement of bottom - layer advertisements when there is no advertising material;

[0020] The material submission review module is used to manage the submission review and violation handling of advertisements;

[0021] The strategy module is used to manage the advertising placement strategy;

[0022] The tag module is used to manage user tags and provide support for advertising targeting;

[0023] The A / B test module is used to support A / B testing and optimize advertising effects.

[0024] Preferably, the basic configuration module specifically includes the following units:

[0025] The advertising space management unit is used to manage advertising space information, including advertising space ID, size, type, etc.;

[0026] The advertising source management unit is used to manage advertising source information, including advertising platforms, channels, etc.;

[0027] The media management unit is used to manage media information, including media name, type, etc.;

[0028] The advertising form management unit is used to manage advertising form information, including pictures, videos, texts, etc.;

[0029] The traffic stratification management unit is used to manage traffic stratification information, including user grouping, targeting conditions, etc.

[0030] Preferably, the report module specifically includes the following units:

[0031] The bidding report unit is used to provide bidding - related data, including the number of bids, bid success rate, etc.;

[0032] The response report unit is used to provide advertising response data, including click - through rate, conversion rate, etc.;

[0033] The detailed data report unit is used to provide detailed advertising campaign data, including impressions, clicks, consumption, etc.

[0034] Preferably, the bottom delivery module specifically includes the following units:

[0035] The delivery management unit is used to manage the delivery plan, targeting conditions, etc. of advertisements;

[0036] Creative management unit, used to manage advertising creativity, including pictures, videos, texts, etc.

[0037] Preferably, the material submission module specifically includes the following units:

[0038] The review processing unit is used to process the review process of advertisements;

[0039] The violation processing unit is used to process illegal advertisements.

[0040] Preferably, the policy module specifically includes the following units:

[0041] General strategy unit, used to manage general advertising delivery strategies;

[0042] AB strategy unit, used to manage A / B testing advertising strategies;

[0043] A timing strategy unit, used to manage timing advertisement delivery strategies;

[0044] Dual-screen strategy unit, used to manage dual-screen advertising delivery strategies;

[0045] SDK preset strategy unit, used to manage SDK preset advertising delivery strategies.

[0046] Preferably, the label module specifically includes the following units:

[0047] New and old user label unit, used to mark whether the user is a new user;

[0048] Attribution label unit, used to mark user attribution information;

[0049] Active label unit, used to mark user activity;

[0050] The interval active label unit is used to mark the user's activity within a specific time period;

[0051] Added a day label unit to mark the days added by the user;

[0052] ECPM label unit, used to mark the user ECPM value;

[0053] Recycling rate label unit, used to mark the user's recycling rate;

[0054] An interest tag unit for marking users' interest preferences.

[0055] Preferably, the A / B experiment module specifically includes the following units:

[0056] An A / B experiment configuration unit for configuring A / B experiment parameters, including experimental groups, control groups, etc.;

[0057] An A / B strategy configuration unit for configuring the advertising delivery strategy of the A / B experiment.

[0058] In a second aspect, based on an advertising data management system according to the first aspect of the present invention, the present invention also provides an advertising data management method, which specifically includes the following steps:

[0059] Implement basic configuration of advertising campaign management through the basic configuration module;

[0060] The tag module forms user tags based on user behavior data;

[0061] Configure and manage the advertising delivery strategy through the strategy module according to the type of advertising campaign;

[0062] Complete the creative management of advertisements and the delivery of bottom-layer advertisements when there is no advertising material through the bottom-layer delivery module according to the delivery plan and targeting conditions of the advertising campaign;

[0063] Input the advertising materials to be delivered into the submission review module, conduct reviews through the material submission review module, and handle violations of the advertising materials that fail the review;

[0064] Conduct advertising delivery according to the determined advertising delivery strategy, advertising creativity, and advertising materials;

[0065] During the advertising delivery period, analyze the advertising delivery activities through the report module to form an advertising delivery activity data report;

[0066] Before conducting advertising delivery, optimize the advertising delivery through the A / B experiment module to improve the effect of advertising delivery.

[0067] In a third aspect, the present invention also provides a computer-readable storage medium, on which a computer program is stored, and when the computer program is executed by a processor, it implements an advertising data management method described in any item of the second aspect of the present application.

[0068] In a fourth aspect, the present invention also provides an electronic device, which includes: a memory storing a computer program; a processor communicatively connected to the memory, and when calling the computer program, executes an advertising data management method described in any item of the second aspect of the present application.

[0069] Compared with the prior art, the present invention has the following obvious and prominent substantive features and remarkable advantages:

[0070] The present invention provides an advertising data management system, which solves the problems existing in the prior art. The advertising data management system platform constructed by the basic configuration module, report module, bottom placement module, material submission for review module, strategy module, label module and A / B experiment module realizes the efficient management of advertising data, and at the same time, improves the user experience. BRIEF DESCRIPTION OF THE DRAWINGS

[0071] The accompanying drawings constituting a part of the present invention are used to provide a further understanding of the present invention. The schematic embodiments and descriptions thereof of the present invention are used to explain the present invention and do not constitute an improper limitation to the present invention. In the drawings:

[0072] Figure 1 is a schematic structural diagram of an advertising data management system according to a preferred embodiment of the present invention.

[0073] Figure 2 is a schematic structural diagram of the basic configuration module in an advertising data management system according to a preferred embodiment of the present invention.

[0074] Figure 3 is a schematic structural diagram of the report module in an advertising data management system according to a preferred embodiment of the present invention.

[0075] Figure 4 is a schematic structural diagram of the bottom placement module in an advertising data management system according to a preferred embodiment of the present invention.

[0076] Figure 5 is a schematic structural diagram of the material submission for review module in an advertising data management system according to a preferred embodiment of the present invention.

[0077] Figure 6 is a schematic structural diagram of the strategy module in an advertising data management system according to a preferred embodiment of the present invention.

[0078] Figure 7 is a schematic structural diagram of the label module in an advertising data management system according to a preferred embodiment of the present invention.

[0079] Figure 8 is a schematic structural diagram of the A / B experiment module in an advertising data management system according to a preferred embodiment of the present invention. DETAILED DESCRIPTION OF THE INVENTION

[0080] The present invention provides an advertising data management system. To make the objectives, technical solutions and effects of the present invention clearer and more explicit, the following further describes the present invention in detail with reference to the accompanying drawings and by way of examples. It should be understood that the specific embodiments described herein are only used to explain the present invention and are not used to limit the present invention.

[0081] It should be noted that the terms "first", "second", etc. in the description and claims of the present invention and the above-mentioned drawings are used to distinguish similar objects and do not necessarily need to describe a specific order or sequence. It should be understood that such data can be interchanged under appropriate circumstances. In addition, the terms "comprising" and "having" and any variations thereof are intended to cover non-exclusive inclusion. For example, a process, method, system, product or device comprising a series of steps or units does not necessarily have to be limited to those steps or units clearly listed, but may include other steps or units not clearly listed or inherent to these processes, methods, products or devices.

[0082] Example 1:

[0083] As Figures 1 - 8 shown, an advertising data management system described in this embodiment specifically includes: a basic configuration module, a report module, a floor placement module, a material submission for review module, a strategy module, a tag module, and an A / B test module.

[0084] The basic configuration module is used to manage the basic information of advertising campaigns and provide data support for other modules. Specifically, the basic configuration module includes: an ad position management unit, an ad source management unit, a media management unit, an ad format management unit, and a traffic stratification management unit. When it is necessary to set information such as the ID of the ad position, the size of the ad position, and the type of the ad position, it is realized through the ad position management unit. When it is necessary to set information such as the ad platform and the channel source of the ad, it is realized through the ad source management unit. When it is necessary to set the ad media name and the ad type, it is realized through the media management unit. When it is necessary to configure information about the form of the ad (such as an ad of picture type, an ad of video type, or an ad of pure text type), it is configured through the ad format management unit. In addition, there are a large number of ads and various types in the advertising data platform, and there are also a large number of users. The basic configuration module further includes a traffic stratification management unit, which manages traffic stratification information, divides the user group, and realizes the precise division of the user population, so as to further improve the accuracy of ad recommendations.

[0085] Report module, used to provide data reports for advertising campaigns to assist in analyzing advertising effectiveness; specifically, the report module includes: bid report unit, response report unit, and detailed data report unit. Through the bid-related data such as the number of bids and bid success rate provided by the bid report unit, the response-related data such as click-through rate and conversion rate provided by the response report unit, and the advertising campaign-related data such as exposure, clicks, and cost provided by the detailed data report unit, system staff can better optimize the advertising placement strategy and advertising creativity during the advertising placement process to improve the operating efficiency of the advertising data management system.

[0086] Base placement module, used to manage the creativity of advertising placement and the placement of base ads when there is no advertising material; specifically, the base placement module includes: placement management unit and creativity management unit. The placement management unit is used to formulate the advertising placement plan and the targeting conditions for advertising placement (for example, for health product advertisements, the targeted audience is middle-aged and elderly people). In addition, during the advertising placement process, the form of advertising placement is also very important. Through the creativity management unit, the creativity of advertising placement is managed. For groups with children as the main audience, the advertising placement should mainly be in the form of pictures and videos and should be as vivid and cute as possible. In addition, when there is no advertising material or no suitable advertising material for display, the base placement module can also select fixed advertising materials as the base for advertising placement.

[0087] Material submission for review module, used to manage the submission for review and violation handling of advertisements, specifically including a submission for review processing unit and a violation handling unit; for advertising materials, before they are placed, it is necessary to review the content of the advertising materials to meet legal and regulatory requirements. Through the submission for review processing unit, the advertising materials are submitted for review, and after the review of the advertising materials is completed, the violation handling unit conducts violation handling on the advertising materials that do not comply with laws and regulations or platform operation specifications.

[0088] A strategy module for managing advertisement delivery strategies. Specifically, the strategy module includes: a general strategy unit, an AB testing strategy unit, a scheduled strategy unit, a double splash screen strategy unit, and an SDK preset strategy unit. By flexibly configuring different types of strategy units, the platform can meet diverse advertisement delivery requirements and enhance advertisement effects and user experiences. The general strategy unit is used to manage regular advertisement delivery strategies and is applicable to the daily delivery requirements of most advertisement campaigns, such as regular brand promotion, product promotion, and other advertisement activities. The AB testing strategy unit is used to manage A / B testing advertisement delivery strategies. By comparing the effects of different strategies, it optimizes the advertisement delivery plan and is applicable to scenarios such as advertisement creativity optimization, targeting condition testing, and delivery time adjustment. The scheduled strategy unit is used to manage scheduled advertisement delivery strategies to ensure that advertisements are displayed within specific time periods, such as advertisement campaigns that require precise time control during holidays and flash sales. The double splash screen strategy unit is used to manage double splash screen advertisement delivery strategies to enhance advertisement display effects and user experiences. For example, it is applicable to advertisement campaigns that require high exposure rates, such as brand promotion and new product launches. The SDK preset strategy unit is used to manage SDK preset advertisement delivery strategies and supports advertisement delivery in specific scenarios, such as advertisement campaigns that require precise reach for user acquisition and App promotion.

[0089] A label module for managing user labels to support advertisement targeting. Specifically, the label module includes: a new / old user label unit, an attribution label unit, an active label unit, an interval active label unit, a new days label unit, an ECPM label unit, a recovery rate label unit, and an interest label unit. The label module provides precise support for advertisement targeting. Through multi-dimensional user labels, the platform can achieve more precise user segmentation and advertisement delivery. The new / old user label unit is used to mark whether a user is a new user, distinguishing between new and old users. Based on the time when a user first uses the App or first triggers an advertisement behavior, the user is marked as a new user, and based on the user's historical behavior data, the user is marked as an old user. At the same time, the new / old user labels are updated regularly to ensure data accuracy.

[0090] The attribution label unit is used to mark user attribution information, clarifying the user's source channels and behavior paths. Attribution includes channel attribution and behavior path attribution. Channel attribution means marking which advertising channel the user comes from (such as search engines, social media, etc.). Behavior path attribution means marking the user's behavior path in the advertising campaign (such as click on the ad → download the App → complete registration), which has significant advantages in terms of advertising effect analysis and channel optimization. The active label unit is used to mark user activity, differentiating high-active users from low-active users. Based on behavioral data such as the user's login frequency and usage duration, the user activity is calculated, and users are divided into high-active users, medium-active users, and low-active users for differential advertising targeting of users with different activity levels. The interval active label unit is used to mark the user's activity within a specific time period. For the time period configuration, a specific time period is set (such as the last 7 days, the last 30 days, etc.), and the user's activity within the specific time period is calculated and an interval active label is generated based on the calculation result. The new user days label unit is used to mark the number of days since the user joined, differentiating users in different lifecycle stages. The number of days since the user first used the App can be calculated. At the same time, users can also be divided into new users (such as 1 - 7 days), growth-stage users (such as 8 - 30 days), and mature users (such as more than 30 days) for differential advertising strategies for users in different lifecycle stages. The ECPM label unit is used to mark the user's ECPM value, evaluating the user's advertising value. It can be used for precise advertising targeting of high-value users. Based on data such as the user's ad click-through rate and conversion rate, the user's ECPM value is calculated, and users are divided into high-ECPM users, medium-ECPM users, and low-ECPM users. The recovery rate label unit is used to mark the user's recovery rate, evaluating the user's payment potential. Based on the user's payment behavior and ad interaction data, the user's recovery rate is calculated, and users are divided into high-recovery-rate users, medium-recovery-rate users, and low-recovery-rate users, which is applicable to precise advertising targeting of paying users. The interest label unit is used to mark the user's interest preferences to achieve interest-based targeted advertising. Based on data such as the user's browsing behavior and click behavior, the user's interest preferences are identified. At the same time, user interest labels (such as sports, fashion, technology, etc.) are generated and the interest labels are dynamically updated based on the user's latest behavioral data.

[0091] The A / B testing module is used to support A / B testing, optimize the advertising placement plan by comparing the effects of different strategies. Among them, the A / B testing module specifically includes an A / B testing configuration unit and an A / B strategy configuration unit. The A / B testing configuration unit configures the parameters of the A / B testing, including the experimental group, the control group, the experimental period, etc. By setting multiple experimental groups, each experimental group adopts a different advertising strategy; setting a control group, and adopting a conventional strategy for placement. According to the experimental results, compare the differences between the experimental group and the control group to optimize the advertising placement strategy. The A / B strategy configuration unit, the A / B strategy configuration includes: 1) Select different advertising creatives for different experimental groups; 2) Set different targeting conditions for different experimental groups; 3) Set different placement parameters (such as budget, frequency, etc.) for different experimental groups. Through the analysis of the experimental results of the experimental group and the control group, compare the effects of different strategies and further improve the advertising placement strategy.

[0092] The specific embodiments of the present invention have been described in detail above, but they are only examples, and the present invention is not limited to the specific embodiments described above. For those skilled in the art, any equivalent modifications and substitutions made to the present invention are also within the scope of the present invention. Therefore, all equivalent transformations and modifications made without departing from the spirit and scope of the present invention should be covered within the scope of the present invention.

Claims

1. An advertising data management system, characterized in that, The modules include: Basic configuration module, used to manage basic information of advertising activities and provide data support for other modules; Report module, used to provide data reports of advertising activities to help analyze advertising effects; The base delivery module is used to manage the creative of advertising and the delivery of base ads when there is no advertising material. The material submission module is used to manage the submission of ads and the handling of violations. Strategy module, used to manage advertising delivery strategies; Tag module, used to manage user tags and provide support for ad targeting; A / B experiment module is used to support A / B testing and optimize advertising effects.

2. The advertising data management system according to claim 1, wherein, The basic configuration module specifically includes the following units: Ad slot management unit, used to manage ad slot information, including ad slot ID, size, and type; Ad source management unit, used to manage advertisement source information, including advertisement platforms and channels; The media management unit is used to manage media information, including media name and type; Advertisement format management unit, used to manage advertisement format information, including pictures, videos, and texts; The traffic stratification management unit is used to manage traffic stratification information, including user grouping and directional conditions.

3. An advertising data management system according to claim 1, characterized in that, The report module specifically includes the following units: The bidding report unit is used to provide bidding-related data, including the number of bids and the bidding success rate; Response report unit, used to provide advertising response data, including click-through rate and conversion rate; The detailed data report unit is used to provide detailed advertising campaign data, including impressions, clicks, and consumption.

4. An advertising data management system according to claim 1, wherein, The bottom delivery module specifically includes the following units: The delivery management unit is used to manage the delivery plan and targeting conditions of advertisements; Creative management unit, used to manage advertising creatives, including pictures, videos, and texts.

5. An advertising data management system according to claim 1, characterized in that, The material submission module specifically includes the following units: The review processing unit is used to process the review process of advertisements; The violation processing unit is used to process illegal advertisements.

6. An advertising data management system according to claim 1, characterized in that, The strategy module specifically includes the following units: General strategy unit, used to manage general advertising delivery strategies; AB strategy unit, used to manage A / B testing advertising strategies; A timing strategy unit, used to manage timing advertisement delivery strategies; Dual-screen strategy unit, used to manage dual-screen advertising delivery strategies; SDK preset strategy unit, used to manage SDK preset advertising delivery strategies.

7. An advertising data management system according to claim 1, characterized in that, The label module specifically includes the following units: New and old user label unit, used to mark whether the user is a new user; Attribution label unit, used to mark user attribution information; Active label unit, used to mark user activity; The interval active label unit is used to mark the user's activity within a specific time period; Added a day label unit to mark the days added by the user; ECPM label unit, used to mark the user ECPM value; Recycling rate label unit, used to mark the user's recycling rate; Interest tag unit, used to mark user interest preferences.

8. An advertising data management system according to claim 1, characterized in that, The A / B experiment module specifically includes the following units: A / B experiment configuration unit, used to configure A / B experiment parameters, including experimental group and control group; The A / B strategy configuration unit is used to configure the ad delivery strategy for A / B experiments.

9. A method for managing advertising data of an advertising data management system according to claim 1, characterized in that, The specific steps include: Implement basic configuration of advertising campaign management through basic configuration module; The label module forms user labels based on user behavior data; According to the type of advertising campaign, the strategy module configures and manages the advertising placement strategy; According to the placement plan and targeting conditions of the advertising campaign, the base placement module completes the creative management of the advertisement and the placement of the base advertisement when there is no advertisement material; Input the advertisement materials to be placed into the submission review module, conduct reviews through the material submission review module, and handle violations of the advertisement materials that fail the review; Conduct advertisement placement according to the determined advertising placement strategy, advertisement creativity, and advertisement materials; During the advertisement placement period, analyze the advertisement placement activities through the report module to form an advertisement placement activity data report; Before conducting advertisement placement, optimize the advertisement placement through the A / B test module to improve the effect of advertisement placement.

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