CN110472879B - Resource effect evaluation method and device, electronic equipment and storage medium - Google Patents
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Abstract
The present application relates to the field of data processing technologies, and in particular, to a method and an apparatus for evaluating a resource effect, an electronic device, and a storage medium. According to the method and the device, the first effect data of the target resource can be determined through the acquired exposure information and click information generated after the target resource is released on the resource releasing platform, the target request record generated when the resource releasing platform jumps to the resource display platform is acquired according to the resource releasing identification of the target resource on the resource releasing platform, the target tracking record matched with the target request record is determined, the second effect data of the target resource can be determined based on the target tracking record, and further, the second effect data generated after the resource releasing platform jumps to the resource display platform and the first effect data directly generated by the resource releasing platform are jointly used as the evaluation factor of the releasing effect, so that the releasing effect of the target resource on the resource releasing platform can be accurately evaluated.
Description
Technical Field
The present application relates to the field of data processing technologies, and in particular, to a method and an apparatus for evaluating a resource effect, an electronic device, and a storage medium.
Background
Generally, enterprises choose to launch resources on each resource launching platform, and therefore, for the enterprises, an accurate effect evaluation method is needed to evaluate the effect of target resources after launching the resources on each resource launching platform.
In the prior art, the target resource delivery effect is generally evaluated through the flow brought by the target resource delivery, but the evaluation method does not perform tracking analysis on the brought flow, so that whether the brought flow has a beneficial effect cannot be determined, and meanwhile, the evaluation method does not consider the influence of cheating flow, so that the effect of target resource delivery of each resource delivery platform cannot be accurately evaluated.
Therefore, how to find an evaluation method capable of accurately reflecting the launching effect of the target resource after being launched on each resource launching platform is a problem to be solved urgently at present.
Disclosure of Invention
In view of this, an object of the embodiments of the present application is to provide a method and an apparatus for evaluating a resource effect, an electronic device, and a storage medium, which can accurately evaluate a delivery effect of a target resource on a resource delivery platform.
The application mainly comprises the following aspects:
in a first aspect, an embodiment of the present application provides a method for evaluating a resource effect, where the method includes:
acquiring target monitoring information generated after target resources are released on a resource releasing platform;
determining first effect data of the target resource based on exposure information and click information of the target resource in the target monitoring information;
acquiring a target request record generated when jumping from the resource releasing platform to a resource display platform according to the resource releasing identification of the target resource on the resource releasing platform, and determining a target tracking record matched with the target request record;
determining second effect data of the target resource based on the target tracking record;
and evaluating the delivery effect of the target resource on the resource delivery platform based on the first effect data and the second effect data.
In one possible embodiment, the first effect data includes a total number of exposures, a total number of people exposed, a total number of clicks, a first conversion rate from exposure to clicks for the target resource; the determining the first effect data of the target resource based on the exposure information and the click information of the target resource in the target monitoring information includes:
determining the number of the information pieces of the exposure information as the total exposure times of the target resource;
determining the number of user identifications carried in the exposure information as the total number of exposure people of the target resource;
determining the number of the information pieces of the click information as the total number of times of clicking of the target resource;
determining the number of user identifications carried in the clicking information as the total number of clicking people of the target resource;
and determining the ratio of the total number of clicks to the total number of exposures as the first conversion rate from exposure to clicks, or determining the ratio of the total number of clicks to the total number of exposures as the first conversion rate from exposure to clicks.
In a possible implementation manner, the obtaining, according to the resource placement identifier of the target resource on the resource placement platform, a target request record generated when jumping from the resource placement platform to a resource display platform includes:
analyzing the resource release identification from the target monitoring information;
and screening the target request record carrying the resource release identifier from the historical request records.
In one possible implementation, the target tracking record matching the target request record is determined according to the following steps:
analyzing the resource delivery identifier and the user identifier from the target request record;
and screening the target tracking record carrying the resource release identifier and the user identifier from historical tracking records.
In a possible embodiment, the second effect data comprises at least one of the following effect data:
the average browsing duration of browsing the resource display platform, the total browsing times of browsing the resource display platform, the total number of browsing people who browse the resource display platform, the total number of ordered target resources, the total number of ordering the target resources, and a second conversion rate from browsing to ordering.
In a possible embodiment, the evaluating the delivery effect of the target resource on the resource delivery platform based on the first effect data and the second effect data includes:
respectively distributing weights to each effect data in the first effect data and the second effect data according to a preset weight distribution rule;
calculating a delivery effect score of the target resource on the resource delivery platform according to each effect data in the first effect data and the second effect data and the weight corresponding to each effect data;
and evaluating the delivery effect of the target resource on the resource delivery platform according to the delivery effect score.
In one possible implementation, the evaluation method further comprises:
comparing the first effect data with first expected effect data to determine a first comparison result;
comparing the second effect data with second expected effect data to determine a second comparison result;
and adjusting the releasing strategy of the target resource on the resource releasing platform according to the first comparison result and the second comparison result.
In a second aspect, an embodiment of the present application further provides an apparatus for evaluating a resource effect, where the apparatus includes:
the acquisition module is used for acquiring target monitoring information generated after target resources are released on the resource releasing platform;
a first determining module, configured to determine first effect data of the target resource based on the exposure information and the click information of the target resource in the target monitoring information acquired by the acquiring module;
the second determination module is used for acquiring a target request record generated when jumping from the resource releasing platform to the resource display platform according to the resource releasing identification of the target resource on the resource releasing platform, and determining a target tracking record matched with the target request record;
a third determining module, configured to determine second effect data of the target resource based on the target tracking record determined by the second determining module;
and the evaluation module is used for evaluating the delivery effect of the target resource on the resource delivery platform based on the first effect data determined by the first determination module and the second effect data determined by the third determination module.
In one possible embodiment, the first effect data includes a total number of exposures, a total number of people exposed, a total number of clicks, a first conversion rate from exposure to clicks for the target resource; the first determining module is configured to determine the first effect data according to the following steps:
determining the number of the information pieces of the exposure information as the total exposure times of the target resource;
determining the number of user identifications carried in the exposure information as the total number of exposure people of the target resource;
determining the number of the information pieces of the click information as the total number of times of clicking of the target resource;
determining the number of user identifications carried in the clicking information as the total number of clicking people of the target resource;
and determining the ratio of the total number of clicks to the total number of exposures as the first conversion rate from exposure to clicks, or determining the ratio of the total number of clicks to the total number of exposures as the first conversion rate from exposure to clicks.
In one possible implementation, the second determining module includes:
the analysis unit is used for analyzing the resource release identification from the target monitoring information;
and the screening unit is used for screening the target request record carrying the resource release identifier from the historical request record.
In a possible implementation, the second determining module is configured to determine the target tracking record according to the following steps:
analyzing the resource delivery identifier and the user identifier from the target request record;
and screening the target tracking record carrying the resource release identification and the user identification from the historical tracking record.
In a possible embodiment, the second effect data comprises at least one of the following effect data:
the average browsing duration of browsing the resource display platform, the total browsing times of browsing the resource display platform, the total number of browsing people who browse the resource display platform, the total number of ordered target resources, the total number of ordering the target resources, and a second conversion rate from browsing to ordering.
In one possible embodiment, the evaluation module comprises:
the distribution unit is used for respectively distributing weights to each effect data in the first effect data and the second effect data according to a preset weight distribution rule;
the calculating unit is used for calculating a releasing effect score of the target resource on the resource releasing platform according to each effect data in the first effect data and the second effect data and the weight corresponding to each effect data;
and the evaluation unit is used for evaluating the launching effect of the target resource on the resource launching platform according to the launching effect score.
In a possible embodiment, the evaluation device further comprises an adjustment module; the adjusting module is used for adjusting the releasing strategy of the target resource on the resource releasing platform according to the following steps:
comparing the first effect data with first expected effect data to determine a first comparison result;
comparing the second effect data with second expected effect data to determine a second comparison result;
and adjusting the releasing strategy of the target resource on the resource releasing platform according to the first comparison result and the second comparison result.
In a third aspect, an embodiment of the present application further provides an electronic device, including: a processor, a memory and a bus, wherein the memory stores machine-readable instructions executable by the processor, the processor and the memory communicate with each other through the bus when the electronic device runs, and the machine-readable instructions are executed by the processor to perform the steps of the method for evaluating the effect of the resource described in the first aspect or any one of the possible embodiments of the first aspect.
In a fourth aspect, the present application further provides a computer-readable storage medium, where a computer program is stored on the computer-readable storage medium, and when the computer program is executed by a processor, the method for evaluating a resource effect according to the first aspect or any one of the possible implementation manners of the first aspect is performed.
In the embodiment of the application, the first effect data of the target resource can be determined through the acquired exposure information and click information generated after the target resource is released on the resource releasing platform, the target request record generated when the resource releasing platform jumps to the resource display platform is acquired according to the resource releasing identification of the target resource on the resource releasing platform, the target tracking record matched with the target request record is determined, and the second effect data of the target resource can be determined based on the target tracking record.
In order to make the aforementioned objects, features and advantages of the present application more comprehensible, preferred embodiments accompanied with figures are described in detail below.
Drawings
In order to more clearly illustrate the technical solutions of the embodiments of the present application, the drawings that are required to be used in the embodiments will be briefly described below, it should be understood that the following drawings only illustrate some embodiments of the present application and therefore should not be considered as limiting the scope, and for those skilled in the art, other related drawings can be obtained from the drawings without inventive effort.
FIG. 1 is a flow chart illustrating a method for evaluating resource effectiveness according to an embodiment of the present application;
FIG. 2 is a functional block diagram of an apparatus for evaluating resource effects according to a second embodiment of the present application;
FIG. 3 is a second functional block diagram of an apparatus for evaluating resource effects according to a second embodiment of the present application;
fig. 4 shows a schematic structural diagram of an electronic device provided in the third embodiment of the present application.
Detailed Description
To make the purpose, technical solutions and advantages of the embodiments of the present application clearer, the technical solutions in the embodiments of the present application will be clearly and completely described below with reference to the drawings in the embodiments of the present application, and it should be understood that the drawings in the present application are for illustrative and descriptive purposes only and are not used to limit the scope of protection of the present application. Additionally, it should be understood that the schematic drawings are not necessarily drawn to scale. The flowcharts used in this application illustrate operations implemented according to some embodiments of the present application. It should be understood that the operations of the flow diagrams may be performed out of order, and that steps without logical context may be performed in reverse order or concurrently. One skilled in the art, under the guidance of this application, may add one or more other operations to, or remove one or more operations from, the flowchart.
In addition, the described embodiments are only a part of the embodiments of the present application, and not all of the embodiments. The components of the embodiments of the present application, generally described and illustrated in the figures herein, can be arranged and designed in a wide variety of different configurations. Thus, the following detailed description of the embodiments of the present application, presented in the accompanying drawings, is not intended to limit the scope of the claimed application, but is merely representative of selected embodiments of the application. All other embodiments, which can be derived by a person skilled in the art from the embodiments of the present application without making any creative effort, shall fall within the protection scope of the present application.
To enable those skilled in the art to utilize the present disclosure, the following embodiments are presented in conjunction with a specific application scenario "evaluation of resource effects", and it will be apparent to those skilled in the art that the general principles defined herein may be applied to other embodiments and application scenarios without departing from the spirit and scope of the present disclosure.
The method, apparatus, electronic device or computer-readable storage medium described in the embodiments of the present application may be applied to any scenario where resource effect needs to be evaluated, and the embodiments of the present application do not limit a specific application scenario, and any scheme using the method and apparatus for evaluating resource effect provided by the embodiments of the present application is within the scope of protection of the present application.
It is worth noting that before the present application is proposed, in the existing scheme, the target resource delivery effect is generally evaluated through the flow brought by the target resource delivery, but the evaluation method does not perform tracking analysis on the brought flow, so that whether the brought flow produces a beneficial effect cannot be determined, and meanwhile, the evaluation method does not consider the influence caused by the cheating flow, so that the effect produced by the target resource delivery of each resource delivery platform cannot be accurately evaluated.
In order to solve the above problem, in the embodiments of the present application, the first effect data of the target resource may be determined by obtaining the exposure information and the click information generated after the target resource is released on the resource releasing platform, acquiring a target request record generated when jumping from the resource putting platform to the resource display platform according to the resource putting identification of the target resource on the resource putting platform, and determines a target trace record that matches the target request record, based on the target trace record, second effect data of the target resource can be determined, and further, by directly generating the first effect data by the resource delivery platform, and second effect data generated after the resource putting platform jumps to the resource display platform are jointly used as an evaluation factor of the putting effect, so that the putting effect of the target resource on the resource putting platform can be accurately evaluated.
For the convenience of understanding of the present application, the technical solutions provided in the present application will be described in detail below with reference to specific embodiments.
Example one
Referring to fig. 1, which is a flowchart of a method for evaluating a resource effect provided in an embodiment of the present application, as shown in fig. 1, the method for evaluating a resource effect provided in an embodiment of the present application includes the following steps:
s101: and acquiring target monitoring information generated after the target resource is released on the resource releasing platform.
In a specific implementation, the target monitoring information generated after the target resource is released on the resource releasing platform can be found from the historical monitoring information, specifically, the target monitoring information can be found according to the resource releasing identifier of the target resource on the resource releasing platform, where the resource releasing identifiers of the target resource on different resource releasing platforms are different, so that the target monitoring information generated by releasing the target resource on the resource releasing platform can be found from the historical monitoring information through the resource releasing identifier, that is, the target monitoring information is the monitoring information carrying the resource releasing identifier.
Here, the target resource is not limited to a video resource, an audio resource, an advertisement resource, or the like; the resource delivery platform is not limited to a multimedia platform, a website, an application program and other platforms; the historical monitoring information is monitoring information generated by putting target resources on each resource putting platform; the resource release identifier may include a resource bit identifier and a resource activity identifier, where the resource bit identifier may represent a release position of the target resource on the resource release platform.
It should be noted that, the target monitoring information generated in the time period may be acquired according to the time period in which the target resource is continuously released on the resource releasing platform, so as to evaluate the releasing effect of the target resource on the resource releasing platform in the time period. For example, the advertisement a is played on the multimedia platform for 1 month, so that the target monitoring information corresponding to the time of the 1 month is obtained, and the delivery effect of the advertisement a played on the multimedia platform is evaluated according to the target monitoring information.
It should be further noted that, a monitoring program may be embedded in the resource delivery platform in advance, where the monitoring program may be an exposure program or a click program, and after the target resource is delivered on the resource delivery platform, when a user views the target resource on the resource delivery platform, the exposure program may be triggered and an exposure message may be generated, and the exposure message may be stored in the history monitoring message.
S102: and determining first effect data of the target resource based on the exposure information and click information of the target resource in the target monitoring information.
In a specific implementation, after the target monitoring information is obtained, exposure information and click information of the target resource generated on the resource delivery platform are respectively determined from the target monitoring information, and then first effect data directly generated by the target resource on the resource delivery platform is determined according to the exposure information and the click information.
Here, the first effect data includes at least one of a total number of exposures of the target resource, a total number of exposures, a total number of clicks, and a first conversion rate from exposure to clicks, where the total number of exposures is a total number of times that the target resource is viewed on the resource delivering platform, the total number of clicks is a total number of times that the target resource is clicked on the resource delivering platform, and the first conversion rate may be a conversion rate from the total number of exposures to the total number of clicks, and the first conversion rate may also be a conversion rate from the total number of exposures to the total number of clicks.
Further, in step S102, determining first effect data of the target resource based on the exposure information and the click information of the target resource in the target monitoring information includes the following steps:
step 1021: and determining the number of the information pieces of the exposure information as the total exposure times of the target resource.
In a specific implementation, after the target monitoring information is acquired from the historical monitoring information, the number of pieces of exposure information in the target monitoring information is counted, the number of pieces of exposure information is determined as the total number of times of exposure of each user for watching the target resource on the resource delivering platform, and the total number of times of exposure is used as one of the first effect data.
Step 1022: and determining the number of the user identifications carried in the exposure information as the total number of the exposure people of the target resource.
In specific implementation, after target monitoring information is acquired from historical monitoring information, it is determined that the target monitoring information includes all exposure information, user identifiers of users are analyzed from the exposure information, the total number of the user identifiers carried in the exposure information is determined as the total number of exposure users watching a target resource on the resource delivery platform, and the total number of the exposure users is used as one of first effect data.
Here, the user identifier is used to represent a unique identity of the user, and may generally be a device identifier of a device used by the user who views the target resource on the resource delivery platform, or may also be an account identifier used by the user on the resource delivery platform.
Step 1023: and determining the number of the information pieces of the click information as the total number of clicks of the target resource.
In a specific implementation, after the target monitoring information is acquired from the historical monitoring information, the number of pieces of click information included in the target monitoring information is counted, the number of pieces of click information is determined as the total number of times of clicking of each user for clicking the target resource on the resource delivery platform, and the total number of times of clicking is used as one of the first effect data.
Step 1024: and determining the number of the user identifications carried in the clicking information as the total number of the clicking of the target resource.
In specific implementation, after target monitoring information is acquired from historical monitoring information, all click information contained in the target monitoring information is determined, user identifiers from all users are analyzed from the click information, the total number of the counted user identifiers is determined as the total number of click users clicking target resources on the resource delivery platform, and the total number of click users is used as one of the first effect data.
Step 1025: and determining the ratio of the total number of clicks to the total number of exposures as the first conversion rate from exposure to clicks, or determining the ratio of the total number of clicks to the total number of exposures as the first conversion rate from exposure to clicks.
In specific implementation, considering that the exposure information and the click information may have traffic generated by a cheating method, the first conversion rate from exposure to click may be used as one of the first effect data, so that the first effect data includes a plurality of kinds of effect data generated on the resource delivery platform, and the delivery effect of the target resource on the resource delivery platform can be better evaluated according to the plurality of kinds of effect data. Specifically, there are two ways to calculate the first conversion from exposure to click:
the first method is as follows: a first ratio of the total number of clicks to the total number of exposures is calculated, and the first ratio is determined as a first conversion rate from exposure to clicks.
The second method comprises the following steps: and calculating a second ratio of the total number of clicks to the total number of exposed clicks, and determining the second ratio as a first conversion rate from exposure to clicks.
S103: and acquiring a target request record generated when jumping from the resource releasing platform to a resource display platform according to the resource releasing identification of the target resource on the resource releasing platform, and determining a target tracking record matched with the target request record.
In specific implementation, resource releasing identifiers of target resources on different resource releasing platforms are different, so that a request record carrying the resource releasing identifier is obtained from a historical request record, and the obtained request record can be determined to be a request record generated when the resource releasing platform jumps to a resource display platform.
Here, the resource display platform may include a page for introducing the target resource, a page for ordering the target resource, and a page for storing the user profile, where each page may be associated with a unique tag, and the unique tag may be associated with the resource release identifier and the user identifier.
Further, in step S103, acquiring a target request record generated when jumping from the resource delivering platform to the resource displaying platform according to the resource delivering identifier of the target resource on the resource delivering platform, including the following steps:
analyzing the resource release identifier from the target monitoring information; and screening the target request record carrying the resource release identifier from the historical request records.
In specific implementation, the unique resource release identifier corresponding to the target resource on the resource release platform can be analyzed from the acquired target monitoring information, and then the target request record carrying the resource release identifier is screened from the historical request records.
It should be noted that, a target Resource affiliated party sets a hyperlink on the Resource delivery platform in advance, where the hyperlink may carry a website of the Resource display platform and a Resource delivery identifier of the target Resource on the Resource delivery platform, and when a user clicks the hyperlink to request to browse the Resource display platform, a request record is generated correspondingly, where the hyperlink may be a Uniform Resource Locator (URL), and the URL may be in the form of: http:// www.landingpage.com/index. htmlmzz _ ca ═ 12345& mz _ sp ═ 4321, where http:// www.landingpage.com/index. html is the website address of the resource exhibition platform, mz _ ca ═ 12345& mz _ sp ═ 4321 is the resource exhibition identifier, and from this request record, it can be determined from which resource exhibition platform the request came from, which resource corresponds to, and which resource exhibition platform the request accessed.
Further, determining a target tracking record matching the target request record according to the following steps:
analyzing the resource delivery identifier and the user identifier from the target request record; and screening the target tracking record carrying the resource release identification and the user identification from the historical tracking record.
In specific implementation, the target request record includes a URL and a COOKIE file, generally, a user identifier is carried by the COOKIE file, a resource delivery identifier is carried by the URL, and further, a history tracking record can be formed by recording user behaviors carrying the user identifier and the resource delivery identifier, and a target tracking record matched with the target request record can be obtained from the history tracking record.
Here, if the user has visited the resource display platform, the COOKIE in the request record carries the user identifier, that is, it can be determined whether the user has visited the resource display platform through the resource delivery platform through the COOKIE information; if the COOKIE information does not contain the user identifier, the user does not visit the resource display platform before passing through the resource delivery platform, and then the unique user identifier is implanted into the COOKIE information, so that the user identifier can be ensured to be recorded in the target request record. COOKIE is information sent to the user's browser when the user accesses the resource presentation platform.
S104: determining second effect data of the target resource based on the target tracking record.
In a specific implementation, the target tracking record is a tracking record generated by a user behavior of the user on the resource display platform after jumping from the resource release platform to the resource display platform, where the user behavior is not limited to a behavior of browsing the resource display platform and a behavior of ordering a target resource, and further according to the target tracking record, it can be determined that the target resource is released on the resource release platform and then is drained to second effect data generated by the resource display platform.
Further, the second effect data includes at least one of the following effect data: the average browsing duration of browsing the resource display platform, the total browsing times of browsing the resource display platform, the total number of browsing people who browse the resource display platform, the total number of ordered target resources, the total number of ordering the target resources, and a second conversion rate from browsing to ordering.
In specific implementation, the browsing duration of each user browsing resource display platform is determined from the target tracking record, so that the total duration of each user browsing resource display platform is calculated, and the total duration is divided by the number of users to obtain the average browsing duration of the browsing resource display platform; when a user browses the resource display platform each time, a browsing record is generated, and the number of browsing records in the target tracking record can be determined as the total browsing times of the resource display platform; determining the number of user identifications of browsing records in the target tracking record as the total browsing number of browsing resource display platforms; determining an ordering record from the target tracking records, and determining the total amount of ordered target resources according to the ordering record; determining the number of user identifications in the ordering record as the total number of persons ordering the target resource; a third ratio obtained by dividing the total number of the orders by the total browsing times is determined as a second conversion rate from browsing to ordering; a fourth ratio of the total number of orders divided by the total number of views may also be determined as the second conversion from views to orders.
S105: and evaluating the delivery effect of the target resource on the resource delivery platform based on the first effect data and the second effect data.
In specific implementation, the first effect data directly generated by the resource releasing platform and the second effect data generated after the resource releasing platform jumps to the resource display platform are jointly used as evaluation factors of releasing effects, so that click data, exposure data and first conversion rate generated from releasing of target resources to the resource releasing platform and browsing data and ordering data generated after the resource releasing platform drains to the resource display platform are considered, namely effect data of each link are considered, the influence of cheating flow is greatly reduced, beneficial effects are fully considered, and the releasing effects of the target resources on the resource releasing platform can be accurately, comprehensively and integrally evaluated.
Further, in step S105, the evaluating the delivery effect of the target resource on the resource delivery platform based on the first effect data and the second effect data includes the following steps:
step 1051: and respectively distributing weights to each effect data in the first effect data and the second effect data according to a preset weight distribution rule.
In specific implementation, the weight corresponding to each effect data in the first effect data and the second effect data can be formulated according to the actual requirement of the target resource.
Step 1052: and calculating a releasing effect score of the target resource on the resource releasing platform according to each effect data in the first effect data and the second effect data and the weight corresponding to each effect data.
In specific implementation, after calculating the effect value corresponding to each effect data in the first effect data and the second effect data, multiplying the effect value of each effect data by the corresponding weight, and adding the results obtained by the multiplication to further calculate the delivery effect score of the target resource on the resource delivery platform.
Step 1053: and evaluating the delivery effect of the target resource on the resource delivery platform according to the delivery effect score.
In specific implementation, the delivery effect of the target resource on the resource delivery platform is evaluated according to the calculated score of the delivery effect score of the target resource on the resource delivery platform.
It should be noted that at least one score threshold may be set, and when the delivery effect score is greater than or equal to the score threshold, the delivery effect of the target resource on the resource delivery platform is considered to be better; and when the releasing effect score is smaller than the score threshold value, the releasing effect of the target resource on the resource releasing platform is considered to be general.
Here, the delivery effect scores of the target resources on the plurality of resource delivery platforms can be calculated, and then the delivery effects of the plurality of resource delivery platforms are ranked according to the delivery effect scores, so that the target resource owner can evaluate the delivery effects of the resource delivery platforms according to the ranking, and adjust the delivery strategies of the target resources on the resource delivery platforms.
The effect data of the resource releasing platforms can be displayed in a form, a line graph or a bar graph, so that the target resource affiliated party can visually see the effect data of the target resource on the resource releasing platforms respectively.
Further, the evaluation method further comprises: comparing the first effect data with first expected effect data to determine a first comparison result; comparing the second effect data with second expected effect data to determine a second comparison result; and adjusting the releasing strategy of the target resource on the resource releasing platform according to the first comparison result and the second comparison result.
In specific implementation, before a target resource is released to a resource releasing platform, a target resource owner makes a releasing strategy, and has expected effect data corresponding to a releasing link and a converting link respectively according to the releasing strategy, and then, after calculating first effect data and second effect data, the first effect data and the first expected effect data are compared to obtain a first comparison result, and the second effect data and the second expected effect data are compared to obtain a second comparison result, so that the deviation between the releasing effect of each link and the expected releasing effect can be known, and the releasing strategy of the target resource on the resource releasing platform can be adjusted.
Here, the delivery policy may include a time period for delivering the target resource, a play duration of the target resource, a creative of the target resource, and so on.
In the embodiment of the application, first effect data of a target resource can be determined through exposure information and click information which are obtained after the target resource is released on a resource releasing platform, a target request record which is generated when the resource releasing platform jumps to a resource display platform is obtained according to a resource releasing identification of the target resource on the resource releasing platform, a target tracking record which is matched with the target request record is determined, second effect data of the target resource can be determined based on the target tracking record, and further, the releasing effect of the target resource on the resource releasing platform can be accurately evaluated by taking the first effect data which are directly generated by the resource releasing platform and the second effect data which are generated after the resource releasing platform jumps to the resource display platform as evaluation factors of the releasing effect.
Example two
Based on the same application concept, a resource effect evaluation device corresponding to the resource effect evaluation method provided in the first embodiment is also provided in the second embodiment of the present application, and since the principle of solving the problem by the device in the embodiment of the present application is similar to the resource effect evaluation method in the first embodiment of the present application, the implementation of the device can refer to the implementation of the method, and repeated details are omitted.
Referring to fig. 2, a first functional block diagram of an apparatus 200 for evaluating resource effects provided in the second embodiment of the present application is shown, and referring to fig. 3, a second functional block diagram of the apparatus 200 for evaluating resource effects provided in the second embodiment of the present application is shown. As shown in fig. 2 and 3, the resource effect evaluation apparatus 200 includes:
an obtaining module 210, configured to obtain target monitoring information generated after a target resource is released on a resource releasing platform;
a first determining module 220, configured to determine first effect data of the target resource based on the exposure information and the click information of the target resource in the target monitoring information acquired by the acquiring module 210;
a second determining module 230, configured to obtain, according to the resource release identifier of the target resource on the resource release platform, a target request record generated when the resource release platform jumps to a resource display platform, and determine a target tracking record matched with the target request record;
a third determining module 240, configured to determine second effect data of the target resource based on the target tracking record determined by the second determining module 230;
an evaluating module 250, configured to evaluate a delivery effect of the target resource on the resource delivery platform based on the first effect data determined by the first determining module 220 and the second effect data determined by the third determining module 240.
In one possible embodiment, the first effect data includes a total number of exposures, a total number of people exposed, a total number of clicks, a first conversion rate from exposure to clicks for the target resource; as shown in fig. 2 and 3, the first determining module 220 is configured to determine the first effect data according to the following steps:
determining the number of the information pieces of the exposure information as the total number of times of exposure of the target resource;
determining the number of user identifications carried in the exposure information as the total number of exposure people of the target resource;
determining the number of the information pieces of the click information as the total number of times of clicking of the target resource;
determining the number of user identifications carried in the clicking information as the total number of clicking people of the target resource;
and determining the ratio of the total number of clicks to the total number of exposures as the first conversion rate from exposure to clicks, or determining the ratio of the total number of clicks to the total number of exposures as the first conversion rate from exposure to clicks.
In one possible implementation, as shown in fig. 3, the second determining module 230 includes:
an analyzing unit 232, configured to analyze the resource release identifier from the target monitoring information;
a screening unit 234, configured to screen out the target request record carrying the resource release identifier from the historical request records.
In one possible implementation, as shown in fig. 2 and 3, the second determining module 230 is configured to determine the target tracking record according to the following steps:
analyzing the resource delivery identifier and the user identifier from the target request record;
and screening the target tracking record carrying the resource release identification and the user identification from the historical tracking record.
In a possible embodiment, the second effect data comprises at least one of the following effect data:
the average browsing duration of browsing the resource display platform, the total browsing times of browsing the resource display platform, the total number of browsing people who browse the resource display platform, the total number of ordered target resources, the total number of ordering the target resources, and a second conversion rate from browsing to ordering.
In one possible implementation, as shown in fig. 3, the evaluation module 250 includes:
an assigning unit 252, configured to assign weights to the first effect data and the second effect data according to a preset weight assignment rule;
a calculating unit 254, configured to calculate a delivery effect score of the target resource on the resource delivery platform according to each effect data of the first effect data and the second effect data and a weight corresponding to each effect data;
and the evaluation unit 256 is configured to evaluate the delivery effect of the target resource on the resource delivery platform according to the delivery effect score.
In a possible embodiment, as shown in fig. 3, the apparatus 200 for evaluating the resource effect further includes an adjusting module 260; the adjusting module 260 is configured to adjust the delivery policy of the target resource on the resource delivery platform according to the following steps:
comparing the first effect data with first expected effect data to determine a first comparison result;
comparing the second effect data with second expected effect data to determine a second comparison result;
and adjusting the releasing strategy of the target resource on the resource releasing platform according to the first comparison result and the second comparison result.
In the embodiment of the present application, the exposure information and the click information generated after the target resource is released on the resource releasing platform, which are acquired by the acquiring module 210, may be determined by the first determining module 220 to determine the first effect data of the target resource, acquiring a target request record generated when jumping from the resource putting platform to the resource display platform according to the resource putting identification of the target resource on the resource putting platform, and determines a target trace record that matches the target request record, based on the target trace record, second effect data of the target resource can be determined, and further, by directly generating the first effect data by the resource delivery platform, and second effect data generated after the resource putting platform jumps to the resource display platform are jointly used as an evaluation factor of the putting effect, so that the putting effect of the target resource on the resource putting platform can be accurately evaluated.
EXAMPLE III
Based on the same application concept, referring to fig. 4, a schematic structural diagram of an electronic device 400 provided in the third embodiment of the present application includes: a processor 410, a memory 420 and a bus 430, wherein the memory 420 stores machine-readable instructions executable by the processor 410, when the electronic device 400 is running, the processor 410 communicates with the memory 420 via the bus 430, and the machine-readable instructions are executed by the processor 410 to perform the steps of the method for evaluating the effect of a resource as described in the first embodiment.
In particular, the machine readable instructions, when executed by the processor 410, may perform the following:
acquiring target monitoring information generated after target resources are released on a resource releasing platform;
determining first effect data of the target resource based on exposure information and click information of the target resource in the target monitoring information;
acquiring a target request record generated when jumping from the resource releasing platform to a resource display platform according to the resource releasing identification of the target resource on the resource releasing platform, and determining a target tracking record matched with the target request record;
determining second effect data of the target resource based on the target tracking record;
and evaluating the delivery effect of the target resource on the resource delivery platform based on the first effect data and the second effect data.
Example four
Based on the same application concept, a fourth embodiment of the present application further provides a computer-readable storage medium, where a computer program is stored on the computer-readable storage medium, and the computer program is executed by a processor to perform the steps of the method for evaluating resource effects provided in the first embodiment.
Specifically, the storage medium can be a general storage medium, such as a mobile disk, a hard disk, or the like, and when a computer program on the storage medium is executed, the method for evaluating the resource effect can be executed, and the delivery effect of the target resource on the resource delivery platform can be accurately evaluated by using first effect data directly generated by the resource delivery platform and second effect data generated after jumping from the resource delivery platform to the resource display platform as evaluation factors of the delivery effect.
It is clear to those skilled in the art that, for convenience and brevity of description, the specific working processes of the system and the apparatus described above may refer to the corresponding processes in the foregoing method embodiments, and are not described herein again. In the several embodiments provided in the present application, it should be understood that the disclosed system, apparatus and method may be implemented in other ways. The above-described apparatus embodiments are merely illustrative, and for example, the division of the units into only one type of logical function may be implemented in other ways, and for example, multiple units or components may be combined or integrated into another system, or some features may be omitted, or not implemented. In addition, the shown or discussed mutual coupling or direct coupling or communication connection may be an indirect coupling or communication connection of devices or units through some communication interfaces, and may be in an electrical, mechanical or other form.
The units described as separate parts may or may not be physically separate, and parts displayed as units may or may not be physical units, may be located in one place, or may be distributed on a plurality of network units. Some or all of the units can be selected according to actual needs to achieve the purpose of the solution of the embodiment.
In addition, functional units in the embodiments of the present application may be integrated into one processing unit, or each unit may exist alone physically, or two or more units are integrated into one unit.
The functions, if implemented in the form of software functional units and sold or used as a stand-alone product, may be stored in a non-volatile computer-readable storage medium executable by a processor. Based on such understanding, the technical solutions of the present application may be embodied in the form of a software product, which is stored in a storage medium and includes several instructions for causing a computer device (which may be a personal computer, a server, or a network device) to execute all or part of the steps of the methods described in the embodiments of the present application. And the aforementioned storage medium includes: a U-disk, a removable hard disk, a Read-Only Memory (ROM), a Random Access Memory (RAM), a magnetic disk, an optical disk, or other various media capable of storing program codes.
The above description is only for the specific embodiments of the present application, but the scope of the present application is not limited thereto, and any person skilled in the art can easily conceive of the changes or substitutions within the technical scope of the present application, and shall be covered by the scope of the present application. Therefore, the protection scope of the present application shall be subject to the protection scope of the claims.
Claims (8)
1. An evaluation method of a resource effect, the evaluation method comprising:
acquiring target monitoring information generated after target resources are released on a resource releasing platform;
determining first effect data of the target resource based on exposure information and click information of the target resource in the target monitoring information;
acquiring a target request record generated when the target resource jumps to a resource display platform from the resource release platform according to the resource release identifier of the target resource on the resource release platform, and analyzing the resource release identifier and the user identifier from the target request record;
screening out a target tracking record carrying the resource release identifier and the user identifier from historical tracking records; the resource release identification comprises a resource bit identification and a resource activity identification; the resource display platform comprises a page for introducing target resources, a page for ordering the target resources and a page for storing user data, wherein unique tags are used for association among the pages, and the unique tags are associated with a resource release identifier and a user identifier;
determining second effect data of the target resource based on the target tracking record;
respectively distributing weights to each effect data in the first effect data and the second effect data according to a preset weight distribution rule;
calculating a delivery effect score of the target resource on the resource delivery platform according to each effect data in the first effect data and the second effect data and the weight corresponding to each effect data;
and evaluating the delivery effect of the target resource on the resource delivery platform according to the delivery effect score.
2. The evaluation method of claim 1, wherein the first effect data comprises a total number of exposures, a total number of clicks, a first conversion rate from exposure to clicks for the target resource; the determining the first effect data of the target resource based on the exposure information and the click information of the target resource in the target monitoring information includes:
determining the number of the information pieces of the exposure information as the total exposure times of the target resource;
determining the number of user identifications carried in the exposure information as the total number of exposure people of the target resource;
determining the number of the information pieces of the click information as the total number of times of clicking of the target resource;
determining the number of user identifications carried in the clicking information as the total number of clicking people of the target resource;
and determining the ratio of the total number of clicks to the total number of exposures as the first conversion rate from exposure to clicks, or determining the ratio of the total number of clicks to the total number of exposures as the first conversion rate from exposure to clicks.
3. The evaluation method according to claim 1, wherein the obtaining a target request record generated when jumping from the resource delivery platform to a resource presentation platform according to the resource delivery identifier of the target resource on the resource delivery platform comprises:
analyzing the resource release identification from the target monitoring information;
and screening the target request record carrying the resource release identifier from the historical request records.
4. The evaluation method according to claim 1, wherein the second effect data comprises at least one of the following effect data:
the average browsing duration of browsing the resource display platform, the total browsing times of browsing the resource display platform, the total number of browsing people who browse the resource display platform, the total number of ordered target resources, the total number of ordering the target resources, and a second conversion rate from browsing to ordering.
5. The evaluation method according to claim 1, further comprising:
comparing the first effect data with first expected effect data to determine a first comparison result;
comparing the second effect data with second expected effect data to determine a second comparison result;
and adjusting the releasing strategy of the target resource on the resource releasing platform according to the first comparison result and the second comparison result.
6. An apparatus for evaluating an effect of a resource, the apparatus comprising:
the acquisition module is used for acquiring target monitoring information generated after target resources are released on the resource releasing platform;
the first determining module is used for determining first effect data of the target resource based on exposure information and click information of the target resource in the target monitoring information acquired by the acquiring module;
the second determining module is used for acquiring a target request record generated when jumping from the resource delivering platform to a resource display platform according to the resource delivering identifier of the target resource on the resource delivering platform, and analyzing the resource delivering identifier and the user identifier from the target request record; screening out a target tracking record carrying the resource release identifier and the user identifier from historical tracking records; the resource release identification comprises a resource bit identification and a resource activity identification; the resource display platform comprises a page for introducing target resources, a page for ordering the target resources and a page for storing user data, wherein unique tags are associated among the pages, and the unique tags are associated with a resource release identifier and a user identifier;
a third determining module, configured to determine second effect data of the target resource based on the target tracking record determined by the second determining module;
the evaluation module is used for evaluating the delivery effect of the target resource on the resource delivery platform based on the first effect data determined by the first determination module and the second effect data determined by the third determination module;
the evaluation module comprises:
the distribution unit is used for respectively distributing weights to each effect data in the first effect data and the second effect data according to a preset weight distribution rule;
the calculating unit is used for calculating a releasing effect score of the target resource on the resource releasing platform according to each effect data in the first effect data and the second effect data and the weight corresponding to each effect data;
and the evaluation unit is used for evaluating the launching effect of the target resource on the resource launching platform according to the launching effect score.
7. An electronic device, comprising: a processor, a memory and a bus, the memory storing machine-readable instructions executable by the processor, the processor and the memory communicating over the bus when the electronic device is run, the machine-readable instructions when executed by the processor performing the steps of the method of assessing the effectiveness of a resource of any one of claims 1 to 5.
8. A computer-readable storage medium, characterized in that a computer program is stored on the computer-readable storage medium, which computer program, when being executed by a processor, performs the steps of the method for evaluating a resource effect according to any one of claims 1 to 5.
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| CN111861573A (en) * | 2020-07-24 | 2020-10-30 | 网易传媒科技（北京）有限公司 | Information delivery processing method and device, storage medium and electronic equipment |
| CN111881353B (en) * | 2020-07-28 | 2023-10-31 | 北京达佳互联信息技术有限公司 | Method and device for pushing display resources, electronic equipment and storage medium |
| CN112258214A (en) * | 2020-09-22 | 2021-01-22 | 北京达佳互联信息技术有限公司 | Video delivery method and device and server |
| CN112270436A (en) * | 2020-10-26 | 2021-01-26 | 北京明略昭辉科技有限公司 | Resource delivery effect evaluation method, device and system |
| CN112418654B (en) * | 2020-11-19 | 2024-04-09 | 百度在线网络技术（北京）有限公司 | Resource allocation method and device, electronic equipment and storage medium |
| CN113157341B (en) * | 2021-04-26 | 2022-12-02 | 上海淇馥信息技术有限公司 | Resource environment self-adaptive processing method and device of object and electronic equipment |
| CN113538053B (en) * | 2021-07-20 | 2023-09-01 | 深圳市爱易讯数据有限公司 | OTT resource bit classification method, system and storage medium for brand construction |
| CN113627979A (en) * | 2021-07-30 | 2021-11-09 | 北京达佳互联信息技术有限公司 | Resource delivery data processing method, device, server, system and medium |
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