CN110648180B - Method and device for adjusting delivery channel and electronic equipment - Google Patents
Method and device for adjusting delivery channel and electronic equipment Download PDFInfo
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Abstract
The application provides a method for adjusting a delivery channel, which classifies the delivery channels according to user structural features of the delivery channels, wherein each delivery channel forms a full channel for delivering a target application, obtains reference registration rate of each delivery channel, determines registration conversion rate of each delivery channel based on statistical data of each delivery channel, compares differences between the reference registration rate and the registration conversion rate of each delivery channel, corrects the user structural features of the delivery channel, and adjusts the delivery channel of the target application according to the features of a target user and the delivery channel for correcting the user structural features. By correcting the user structural characteristics of the delivery channels according to the reference registration rate and the registration conversion rate, the user structural characteristics of each corrected delivery channel are more accurate, and then the delivery channels of the target application are adjusted according to the characteristics of the target user and the delivery channels of the corrected user structural characteristics, so that the delivery effect of the target application can be improved.
Description
Technical Field
The present disclosure relates to the field of computers, and in particular, to a method and an apparatus for adjusting a delivery channel, and an electronic device.
Background
After the application program is developed, the application program is put through various putting channels, and the putting channels can attract users, so that the users can know the existence of the application program, and further the operations such as downloading and registering are performed, and the application program is widely used.
However, there are various costs such as (capital cost, time cost) and the like when the delivery application is performed, and different delivery channels may produce different delivery effects, so it becomes important to select an appropriate delivery manner to optimize the delivery effect.
The conventional practice is to select a delivery channel for delivering a target application by analyzing various delivery channels in advance.
Disclosure of Invention
The embodiment of the specification provides a method, a device and electronic equipment for adjusting a delivery channel, which are used for solving the problem that the existing delivery mode is poor in registration effect.
The embodiment of the specification provides a method for adjusting a delivery channel, which comprises the following steps:
and classifying the delivery channels according to the user structural characteristics of each delivery channel, wherein each delivery channel forms a full channel for delivering target applications.
Acquiring a reference registration rate of each delivery channel;
determining the registration conversion rate of each delivery channel based on the statistical data of each delivery channel;
Comparing the difference between the reference registration rate and the registration conversion rate of the delivery channel, and correcting the user structural characteristics of the delivery channel;
and adjusting the delivery channel of the target application according to the characteristics of the target user and the delivery channel for correcting the structural characteristics of the user.
Optionally, the determining the registration conversion rate of each delivery channel based on the statistical data of each delivery channel includes:
extracting channel access attribute factors when user equipment accesses a target application by the delivery channel;
when user equipment accesses a page of the target application and inputs a verification mark for verification registration, extracting channel registration attribute factors;
and counting the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors.
Optionally, the channel access attribute factors carry channel identification, equipment serial number and access time;
the channel registration attribute factors carry channel identification, equipment serial number, check identification and registration time.
Optionally, the calculating the registration conversion rate corresponding to each delivery channel according to the channel access attribute factor and the channel registration attribute factor includes:
the channel access attribute factors are subjected to deduplication counting to obtain deduplication access times corresponding to each delivery channel;
Counting the channel registration attribute factors to obtain registration times;
and determining the registration conversion rate corresponding to the delivery channel according to the duplicate removal access times and the registration times of the delivery channel.
Optionally, after extracting the channel access attribute factor when the user equipment accesses the target application by the delivery channel, the method further comprises:
if the delivery channel is an application store channel, when a user downloads an installation package of the target application from the application store, implanting a device serial number into the installation package;
the extracting channel registration attribute factors includes:
the serial number of the device implanted in the installation package is extracted.
Optionally, the extracting the channel access attribute factor when the user equipment accesses the target application by the delivery channel includes:
and if the delivery channel is a webpage channel, extracting channel access attribute factors when a user accesses the target application through a webpage.
Optionally, the extracting the channel access attribute factor when the user equipment accesses the target application by the delivery channel includes:
and if the delivery channel is an embedded page of the internal delivery channel, extracting channel access attribute factors when a user accesses the embedded page.
Optionally, the user structural feature includes: at least one of a node status of the user in the target application and a self attribute of the user.
Optionally, the node state of the user in the target application includes: at least one of an access node, a registration node, a node to be authenticated, a trust node and a mobile node.
The embodiment of the specification also provides a device for adjusting a delivery channel, which comprises:
the channel classification module classifies the delivery channels according to the user structural characteristics of each delivery channel, and each delivery channel forms a full channel for delivering target application;
the registration conversion rate determining module is used for obtaining the reference registration rate of each delivery channel;
determining the registration conversion rate of each delivery channel based on the statistical data of each delivery channel;
the adjustment module is used for comparing the difference between the reference registration rate and the registration conversion rate of the delivery channel and correcting the user structural characteristics of the delivery channel;
and adjusting the delivery channel of the target application according to the characteristics of the target user and the delivery channel for correcting the structural characteristics of the user.
Optionally, the determining the registration conversion rate of each delivery channel based on the statistical data of each delivery channel includes:
Extracting channel access attribute factors when user equipment accesses a target application by the delivery channel;
when user equipment accesses a page of the target application and inputs a verification mark for verification registration, extracting channel registration attribute factors;
and counting the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors.
Optionally, the channel access attribute factors carry channel identification, equipment serial number and access time;
the channel registration attribute factors carry channel identification, equipment serial number, check identification and registration time.
Optionally, the calculating the registration conversion rate corresponding to each delivery channel according to the channel access attribute factor and the channel registration attribute factor includes:
the channel access attribute factors are subjected to deduplication counting to obtain deduplication access times corresponding to each delivery channel;
counting the channel registration attribute factors to obtain registration times;
and determining the registration conversion rate corresponding to the delivery channel according to the duplicate removal access times and the registration times of the delivery channel.
Optionally, the registration conversion rate determining module is further configured to, after extracting the channel access attribute factor when the user equipment accesses the target application from the delivery channel:
If the delivery channel is an application store channel, when a user downloads an installation package of the target application from the application store, implanting a device serial number into the installation package;
the extracting channel registration attribute factors includes:
the serial number of the device implanted in the installation package is extracted.
Optionally, the extracting the channel access attribute factor when the user equipment accesses the target application by the delivery channel includes:
and if the delivery channel is a webpage channel, extracting channel access attribute factors when a user accesses the target application through a webpage.
Optionally, the extracting the channel access attribute factor when the user equipment accesses the target application by the delivery channel includes:
and if the delivery channel is an embedded page of the internal delivery channel, extracting channel access attribute factors when a user accesses the embedded page.
The embodiment of the specification also provides an electronic device, wherein the electronic device comprises:
a processor; the method comprises the steps of,
a memory storing computer executable instructions that, when executed, cause the processor to perform any of the methods described above.
The present description also provides a computer-readable storage medium storing one or more programs that, when executed by a processor, implement any of the methods described above.
According to the various embodiments described in the specification, the user structural characteristics of the delivery channels are corrected according to the reference registration rate and the registration conversion rate, so that the user structural characteristics of each corrected delivery channel are more accurate, and then the delivery channel of the target application is adjusted according to the characteristics of the target user and the delivery channels for correcting the user structural characteristics, so that the delivery effect of the target application can be improved.
Drawings
The accompanying drawings, which are included to provide a further understanding of the application and are incorporated in and constitute a part of this application, illustrate embodiments of the application and together with the description serve to explain the application and do not constitute an undue limitation to the application. In the drawings:
fig. 1 is a schematic diagram of a method for adjusting a delivery channel based on user structural features according to an embodiment of the present disclosure;
fig. 2 is a schematic structural diagram of an apparatus for adjusting a delivery channel based on structural features of a user according to an embodiment of the present disclosure;
fig. 3 is a schematic diagram of a method for adjusting a delivery channel according to an embodiment of the present disclosure;
fig. 4 is a schematic structural diagram of a device for adjusting a delivery channel according to an embodiment of the present disclosure;
fig. 5 is a schematic diagram of a method for controlling a delivery channel based on monitoring delivery efficiency according to an embodiment of the present disclosure;
Fig. 6 is a schematic structural diagram of a device for controlling a delivery channel based on monitoring delivery efficiency according to an embodiment of the present disclosure.
Detailed Description
Exemplary embodiments of the present invention will now be described more fully with reference to the accompanying drawings. However, the exemplary embodiments can be embodied in many different forms and should not be construed as limited to the embodiments set forth herein. Rather, these exemplary embodiments are provided so that this disclosure will be thorough and complete, and will fully convey the concept of the invention to those skilled in the art. The same reference numerals in the drawings denote the same or similar elements, components or portions, and thus a repetitive description thereof will be omitted.
The features, structures, characteristics or other details described in a particular embodiment do not exclude that may be combined in one or more other embodiments in a suitable manner, without departing from the technical idea of the invention.
In the description of specific embodiments, features, structures, characteristics, or other details described in the present invention are provided to enable one skilled in the art to fully understand the embodiments. However, it is not excluded that one skilled in the art may practice the present invention without one or more of the specific features, structures, characteristics, or other details.
The flow diagrams depicted in the figures are exemplary only, and do not necessarily include all of the elements and operations/steps, nor must they be performed in the order described. For example, some operations/steps may be decomposed, and some operations/steps may be combined or partially combined, so that the order of actual execution may be changed according to actual situations.
The block diagrams depicted in the figures are merely functional entities and do not necessarily correspond to physically separate entities. That is, the functional entities may be implemented in software, or in one or more hardware modules or integrated circuits, or in different networks and/or processor devices and/or microcontroller devices.
The term "and/or" and/or "includes all combinations of any one or more of the associated listed items.
Fig. 1 is a schematic diagram of a method for adjusting a delivery channel based on a user structural feature according to an embodiment of the present disclosure, where the method may include:
s101: and classifying the delivery channels according to the user structural characteristics of each delivery channel, wherein each delivery channel forms a full channel for delivering target applications.
By classifying the delivery channels, the delivery target application is suitable for a large number of delivery channels, and as statistics of registration conversion rate can be respectively carried out on the delivery channels of each category, the specific gravity of the delivery channels can be adjusted by taking the category as a unit, and factors such as sudden change, abnormality and environmental change can be rapidly positioned.
In the embodiment of the present disclosure, the touch users may be classified first, specifically, the users may be classified by combining their own attributes, such as age, learning, and the like, and also by combining the behavior, asset condition, touch nodes, and the like.
Thus, optionally, the user structural features may include: at least one of a node status of the user in the target application and a self attribute of the user.
Optionally, the node state of the user in the target application includes: at least one of an access node, a registration node, a node to be authenticated, a trust node and a mobile node.
The access node corresponds to an unregistered user, namely, when the user applies for a short message, the mobile phone number is not input into a registry in a dotting way, the registration channel is not counted, and the registration main key is not generated.
The registration node corresponds to a registered unfinished user, namely when the user applies for a short message, the mobile phone number is input into a registration library in a dotting way, the registration channel is counted, the registration main key is generated, and the application information is not input into a finished structure record table.
The node to be authenticated corresponds to the finished un-trusted user, when the user applies for a short message, the mobile phone number is input into a registration library in a dotting way, the registration channel is counted, the registration main key is generated, and the application information is input into a finished structure record list, but is not finished in face authentication, identity card authentication, bank card authentication, address book authentication and service provider authentication.
The trust node corresponds to a trusted and un-movable user, and means that the user has completed authentication and applied for borrowing to pass the audit, but does not draw funds.
The movable support node corresponds to a movable support user, and refers to that the user has withdrawn funds.
The delivery channels are classified into: information flow channels, application store channels, federation long tail channels, internal delivery channels, and credit superclass channels, among others.
Thus, optionally, each of the delivery channels forming the full channel includes a web page class, an internal channel embedded page class, and an application store class.
Wherein, the information flow channel can be: the present invention relates to a present head strip, namely a present head strip-tremble sound, a quick hand, a WeChat MP, a Guangdong and the like.
The app store channel may be IOS store, millet app store, etc.
The main characteristic of the net alliance long tail channel can be blending bar, pushing, bean alliance, interactive pushing, cat changing, river changing and the like.
The internal delivery channel may be an application that has an association with the target application at the time of development.
The loan superclass channel can be loan class channels such as Xuezhi, rongjia, rong360, white candle science and technology, and the like.
After classifying the delivery channels, in order to carry out delivery of target application and statistics of data, the receiving carrier of each delivery channel can be determined, receiving can be carried out in a mode that the conversion efficiency is normal and meets expectations, and a main receiving method is selected according to the flow structure and characteristics of the channels.
Specifically, the information flow channel and the web member long-tail channel can be received through a webpage, the information flow channel can be received through an installation package, the internal delivery channel can be received through a software development package, and the credit and super type channel can be received through a data interface.
After the carrier is determined, in order to reasonably define key process indexes and measure the effect of cost delivery, the registration conversion rate corresponding to each delivery channel can be determined by using the parameter variable which is suitable for the channel characteristics. This may be achieved by dotting data reports or log storage or metering statistics.
For delivery accepted by the webpage, the access times can be counted through the access times of the address bar of the domain name page of the channel; for application store channels, the access times can be called through an installation package, and for internal channels, the access times can be called through an embedded page; for credit superclass channels, the number of accesses may be counted by calling the number of accesses via the embedded page.
S102: and determining the registration conversion rate corresponding to each delivery channel according to the access counting rule preset for each delivery channel.
In order to avoid redundancy errors, in the embodiment of the present disclosure, determining the registration conversion rate corresponding to each delivery channel according to the access count rule preset for each delivery channel may include:
and determining the registration conversion rate corresponding to each type of delivery channel according to a duplicate removal access counting rule preset for each type of delivery channel.
The registration conversion rate is calculated and counted in a duplication removal mode, so that the calculated registration conversion rate can truly reflect the throwing effect, and the number of accesses is still only obtained once under the scene that the equipment of the same user accesses for multiple times to generate redundant data, and the counting result is more accurate.
Optionally, determining the registration conversion rate corresponding to each delivery channel according to the access count rule preset for each delivery channel may include:
extracting channel access attribute factors when user equipment accesses a target application by the delivery channel;
when user equipment accesses a page of the target application and inputs a verification mark for verification registration, extracting channel registration attribute factors;
and counting the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors.
The channel access attribute factors can be used as information of metering access times, can be reported to the server when the target application is accessed, can be used for finishing statistics according to the reported data when the conversion rate of registration is counted, and can be used as information of metering registration times and stored in the server.
Optionally, the channel access attribute factors carry channel identification, equipment serial number and access time;
the channel registration attribute factors carry channel identification, equipment serial number, check identification and registration time;
the step of counting the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors comprises the following steps:
the channel access attribute factors are subjected to deduplication counting according to the equipment serial numbers, and deduplication access times corresponding to each delivery channel are obtained;
counting the channel registration attribute factors according to the verification mark to obtain registration times;
and determining the registration conversion rate corresponding to the delivery channel according to the duplicate removal access times of the delivery channel and the registration times.
Optionally, after extracting the channel access attribute factor when the user equipment accesses the target application by the delivery channel, the method further comprises:
If the delivery channel is an application store channel, when a user downloads an installation package of the target application from the application store, implanting a device serial number into the installation package;
the extracting channel registration attribute factors includes:
the serial number of the device implanted in the installation package is extracted.
The random generated serial number is implanted in the installation package to correspond to the server response sequence, and the data reporting is carried out when the user opens the installation package for the first time, so that the interference caused by multiple accesses and other factors is avoided.
S103: and adjusting the delivery proportion of each delivery channel in the whole channel according to the user structure of the delivery channel and the registration conversion rate corresponding to the delivery channel.
By classifying the user channel characteristics according to the user structure characteristics of the release channels and determining the registration conversion rate according to the access counting rules of different categories, the registration conversion rate can embody the user structure characteristics of the corresponding release channels, and the release effect is improved by adjusting the release proportion of each release channel in the whole channel according to the mode because the user structure characteristics influence the registration effect.
In addition, the delivery channel is adjusted according to the monitoring result, so that the delivery of the target application can rapidly cope with environmental changes.
Based on the same conception, the embodiment of the specification also provides a device for adjusting the delivery channel based on the structural characteristics of the user.
Fig. 2 is a schematic structural diagram of an apparatus for adjusting a delivery channel based on structural characteristics of a user according to an embodiment of the present disclosure, where the apparatus may include:
the channel classification module 201 classifies the delivery channels according to the user structural characteristics of each delivery channel, and each delivery channel forms a full channel for delivering target applications;
the registration conversion rate determining module 202 determines the registration conversion rate corresponding to each delivery channel according to an access counting rule preset for each delivery channel;
and the adjustment module 203 adjusts the delivery proportion of each delivery channel in the whole channel according to the user structure of the delivery channel and the registration conversion rate corresponding to the delivery channel.
Optionally, the determining the registration conversion rate corresponding to each delivery channel according to the access count rule preset for each delivery channel includes:
and determining the registration conversion rate corresponding to each type of delivery channel according to a duplicate removal access counting rule preset for each type of delivery channel.
Optionally, the determining the registration conversion rate corresponding to each delivery channel according to the access count rule preset for each delivery channel includes:
Extracting channel access attribute factors when user equipment accesses a target application by the delivery channel;
when user equipment accesses a page of the target application and inputs a verification mark for verification registration, extracting channel registration attribute factors;
and counting the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors.
Optionally, the channel access attribute factors carry channel identification, equipment serial number and access time;
the channel registration attribute factors carry channel identification, equipment serial number, check identification and registration time;
the step of counting the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors comprises the following steps:
the channel access attribute factors are subjected to deduplication counting according to the equipment serial numbers, and deduplication access times corresponding to each delivery channel are obtained;
counting the channel registration attribute factors according to the verification mark to obtain registration times;
and determining the registration conversion rate corresponding to the delivery channel according to the duplicate removal access times of the delivery channel and the registration times.
Optionally, the registration conversion rate determining module is further configured to, after extracting the channel access attribute factor when the user equipment accesses the target application from the delivery channel:
If the delivery channel is an application store channel, when a user downloads an installation package of the target application from the application store, implanting a device serial number into the installation package;
the extracting channel registration attribute factors includes:
the serial number of the device implanted in the installation package is extracted.
Optionally, the user structural feature includes: at least one of a node status of the user in the target application and a self attribute of the user.
Optionally, the node state of the user in the target application includes: at least one of an access node, a registration node, a node to be authenticated, a trust node and a mobile node.
By classifying the user channel characteristics according to the user structure characteristics of the release channels and determining the registration conversion rate according to the access counting rules of different categories, the registration conversion rate can embody the user structure characteristics of the corresponding release channels, and the release effect is improved by adjusting the release proportion of each release channel in the whole channel according to the mode because the user structure characteristics influence the registration effect.
Based on the concept of S101, the embodiment of the present disclosure further provides a method for adjusting a delivery channel.
Fig. 3 is a schematic diagram of a method for adjusting a delivery channel according to an embodiment of the present disclosure, where the method may include:
S301, classifying the delivery channels according to the user structural characteristics of the delivery channels, wherein the delivery channels form a full channel for delivering target applications.
This may be the same as the principle in S101 and will not be repeated here.
Wherein, user structural features include: at least one of a node status of the user in the target application and a self attribute of the user.
Wherein the node state of the user in the target application comprises: at least one of an access node, a registration node, a node to be authenticated, a trust node and a mobile node.
S302, acquiring the reference registration rate of each delivery channel.
The reference registration rate may be preset as a reference for evaluating the delivery effect of each delivery channel, and may be preset for each type of delivery channel, because of the difference in the cost of the delivery channel itself or the delivery effect.
S303: and determining the registration conversion rate of each delivery channel based on the statistical data of each delivery channel.
The registration conversion rate can be determined by the ratio of the registration number to the access number, and the registration conversion rate represents the proportion of the target application used by the user accessing the target application, wherein the access number can reflect the people flow of the delivery channel, and the more the people flow is, the greater the probability of the target application used by the user is; on the other hand, the registration number ultimately reflects the probability of the user using the target application, and therefore, determining the registration conversion rate of the target application according to the ratio of the registration number and the access number can describe the delivery effect more accurately.
Optionally, the determining the registration conversion rate of each delivery channel based on the statistical data of each delivery channel includes:
extracting channel access attribute factors when user equipment accesses a target application by the delivery channel;
when user equipment accesses a page of the target application and inputs a verification mark for verification registration, extracting channel registration attribute factors;
and counting the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors.
Optionally, the channel access attribute factors carry channel identification, equipment serial number and access time;
the channel registration attribute factors carry channel identification, equipment serial number, check identification and registration time.
Optionally, the calculating the registration conversion rate corresponding to each delivery channel according to the channel access attribute factor and the channel registration attribute factor includes:
the channel access attribute factors are subjected to deduplication counting to obtain deduplication access times corresponding to each delivery channel;
counting the channel registration attribute factors to obtain registration times;
and determining the registration conversion rate corresponding to the delivery channel according to the duplicate removal access times and the registration times of the delivery channel.
Optionally, after extracting the channel access attribute factor when the user equipment accesses the target application by the delivery channel, the method further comprises:
if the delivery channel is an application store channel, when a user downloads an installation package of the target application from the application store, implanting a device serial number into the installation package;
the extracting channel registration attribute factors includes:
the serial number of the device implanted in the installation package is extracted.
Optionally, the extracting the channel access attribute factor when the user equipment accesses the target application by the delivery channel includes:
and if the delivery channel is a webpage channel, extracting channel access attribute factors when a user accesses the target application through a webpage.
Optionally, the extracting the channel access attribute factor when the user equipment accesses the target application by the delivery channel includes:
and if the delivery channel is an embedded page of the internal delivery channel, extracting channel access attribute factors when a user accesses the embedded page.
S304, comparing the difference between the reference registration rate and the registration conversion rate of the delivery channel, and correcting the user structural characteristics of the delivery channel.
The reference registration rate can be set for each delivery channel, the reference registration rate can be calculated according to the access data and a preset rule, and the reference registration rate can be used as an expected standard and can be used as a reference to evaluate whether each delivery channel achieves an expected delivery effect or not, so that correction is performed when the expected delivery effect is not achieved.
After the registration conversion rate and the reference registration rate are obtained, the difference of the registration conversion rate and the reference registration rate can be compared, the registration conversion rate and the reference registration rate represent the difference between the theory and the reality of the throwing effect of the target application, and whether the throwing channel throwing the target application is an ideal throwing channel can be reflected.
Because the target application has a specific user group, when the target application is launched, the user of various launching channels is estimated to have structural features in advance, and the launching channel matched with the features of the target user is selected, so if the reference registration rate and the registration conversion rate of the launching channel are large, and especially if the registration conversion rate is smaller than the reference registration rate, the possibility of setting deviation for the structural features of the user driven by each launching channel is indicated, and therefore, under the condition, the structural features of the user of the launching channel can be corrected according to the difference between the reference registration rate and the registration conversion rate, and then the launching channel of the target application can be adjusted according to the features of the target user and the launching channel for correcting the structural features of the user.
Specifically, the user structural characteristics of the delivery channel exceeding the threshold value can be corrected for the difference between the reference registration rate and the registration conversion rate, and then the delivery channel of the target application is adjusted according to the characteristics of the target user and the delivery channel correcting the user structural characteristics.
Specifically, optionally, the reference registration number of each delivery channel may be:
wherein i is a channel serial number;
T i for the length of time from the access time to the registration time, the unit is a year;
T 0 as parameters, T 0 ＝5；
S i To sequence channels by hourPerforming de-duplication counting on the equipment serial number corresponding to the number i to obtain de-duplication access times corresponding to the channel serial number i;
N i and when the access state of the equipment serial number on the same day is cut off from the day of the registration time to the registration time, when no IP access record exists, ni=0, and when the IP access record exists, ni=1.
N 0 As parameters, N 0 ＝7。
Alternatively, on the day of monitoring, the number of visits to the whole channel may be counted:
wherein n is the number of channel sequences;
m is the maximum channel sequence number;
i n the number of accesses for the device serial number of the n channels;
j is the integer measurement of the last time the channel and the equipment serial number data are accessed according to the hour;
l is whether the equipment serial number has IP record in the period, 0 is none, 1 is all;
x is the sum of all natural numbers in the serial number of the device.
And S305, adjusting the delivery channel of the target application according to the characteristics of the target user and the delivery channel for correcting the structural characteristics of the user.
Specifically, the method can be to select a delivery channel matched with the characteristics of the target user to deliver the target application.
By correcting the user structural characteristics of the delivery channels according to the reference registration rate and the registration conversion rate, the user structural characteristics of each corrected delivery channel are more accurate, and then the delivery channels of the target application are adjusted according to the characteristics of the target user and the delivery channels of the corrected user structural characteristics, so that the delivery effect of the target application can be improved.
In addition, the user channel characteristics are classified according to the user structure characteristics of the delivery channels, and the registration conversion rate is determined according to the access counting rules of different categories, so that the registration conversion rate can embody the user structure characteristics of the corresponding delivery channels.
Based on the same inventive concept as S301-S305, the embodiment of the present disclosure further provides a device for adjusting a delivery channel.
Fig. 4 is a schematic structural diagram of a device for adjusting a delivery channel according to an embodiment of the present disclosure, where the device may include:
the channel classification module 401 classifies the delivery channels according to the user structural characteristics of each delivery channel, and each delivery channel forms a full channel for delivering target applications;
A registration conversion rate determination module 402, which obtains a reference registration rate of each delivery channel;
determining the registration conversion rate of each delivery channel based on the statistical data of each delivery channel;
the adjustment module 403 compares the difference between the reference registration rate and the registration conversion rate of the delivery channel and corrects the user structural characteristics of the delivery channel;
and adjusting the delivery channel of the target application according to the characteristics of the target user and the delivery channel for correcting the structural characteristics of the user.
The device corrects the user structural characteristics of the delivery channels according to the reference registration rate and the registration conversion rate, so that the user structural characteristics of each corrected delivery channel are more accurate, and then the delivery channels of the target application are adjusted according to the characteristics of the target user and the delivery channels of the corrected user structural characteristics, so that the delivery effect of the target application can be improved.
Optionally, the determining the registration conversion rate of each delivery channel based on the statistical data of each delivery channel includes:
extracting channel access attribute factors when user equipment accesses a target application by the delivery channel;
when user equipment accesses a page of the target application and inputs a verification mark for verification registration, extracting channel registration attribute factors;
And counting the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors.
Optionally, the channel access attribute factors carry channel identification, equipment serial number and access time;
the channel registration attribute factors carry channel identification, equipment serial number, check identification and registration time.
Optionally, the calculating the registration conversion rate corresponding to each delivery channel according to the channel access attribute factor and the channel registration attribute factor includes:
the channel access attribute factors are subjected to deduplication counting to obtain deduplication access times corresponding to each delivery channel;
counting the channel registration attribute factors to obtain registration times;
and determining the registration conversion rate corresponding to the delivery channel according to the duplicate removal access times and the registration times of the delivery channel.
Optionally, the registration conversion rate determining module is further configured to, after extracting the channel access attribute factor when the user equipment accesses the target application from the delivery channel:
if the delivery channel is an application store channel, when a user downloads an installation package of the target application from the application store, implanting a device serial number into the installation package;
The extracting channel registration attribute factors includes:
the serial number of the device implanted in the installation package is extracted.
Optionally, the extracting the channel access attribute factor when the user equipment accesses the target application by the delivery channel includes:
and if the delivery channel is a webpage channel, extracting channel access attribute factors when a user accesses the target application through a webpage.
Optionally, the extracting the channel access attribute factor when the user equipment accesses the target application by the delivery channel includes:
and if the delivery channel is an embedded page of the internal delivery channel, extracting channel access attribute factors when a user accesses the embedded page.
Based on the concept of S101, the embodiment of the present disclosure further provides a method for controlling a delivery channel based on monitoring delivery efficiency.
Fig. 5 is a schematic diagram of a method for controlling a delivery channel based on monitoring delivery efficiency according to an embodiment of the present disclosure, where the method may include:
s501, classifying the delivery channels according to the user structural characteristics of the delivery channels, and forming the full channel for delivering the target application by the delivery channels.
This may be the same as the principle in S101 and will not be repeated here.
Optionally, the user structural feature includes: at least one of a node status of the user in the target application and a self attribute of the user.
Optionally, the node state of the user in the target application includes: at least one of an access node, a registration node, a node to be authenticated, a trust node and a mobile node.
Optionally, each delivery channel forming the full channel comprises a webpage class, an internal channel embedded page class and an application store class.
Optionally, after classifying the delivery channels according to the user structural features of each delivery channel, the method further comprises:
and determining the bearing carriers of bearing target applications of various delivery channels.
S502: and extracting channel access attribute factors when the user equipment accesses the target application by the delivery channel.
Optionally, the channel access attribute factor carries a channel identification, a device serial number, and an access time.
S503: and when the user equipment accesses the page of the target application and inputs a verification mark for verification registration, extracting channel registration attribute factors.
The channel registration attribute factors carry channel identification, equipment serial number, check identification and registration time.
S504: and determining the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors of each delivery channel.
In order to avoid redundancy errors, the registration conversion rate is calculated and counted in a deduplication mode, so that the calculated registration conversion rate can truly reflect the throwing effect, and under the scene that the same user equipment performs multiple accesses to generate redundancy data, only one access count is performed, and the counting result is more accurate.
The channel access attribute factors can be used as information of metering access times, can be reported to a server when a target application is accessed, can be used for counting according to the reported data when counting the registration conversion rate, and can be used as information of metering registration times and stored in the server.
The step of counting the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors comprises the following steps:
the channel access attribute factors are subjected to deduplication counting according to the equipment serial numbers, and deduplication access times corresponding to each delivery channel are obtained;
counting the channel registration attribute factors according to the verification mark to obtain registration times;
And determining the registration conversion rate corresponding to the delivery channel according to the duplicate removal access times of the delivery channel and the registration times.
S505, determining the delivery efficiency of each delivery channel according to the reference registration rate and the registration conversion rate of each delivery channel.
In the embodiment of the present specification, after obtaining the channel registration attribute factor carrying the access time and the channel registration attribute factor carrying the registration time, the time interval of the registration time and the access time may be obtained, which may reflect how long the user will register after accessing, and considering the influence of time on registration, the registration conversion rate may be evaluated by calculating the reference registration number related to the time interval, taking the reference registration number as a reference, calculating the delivery efficiency, and using different standards in different time periods.
The method may therefore further comprise:
determining a time interval from channel access attribute factors to extracting channel registration attribute factors;
determining a reference registration number inversely related to the time interval;
and determining a reference registration rate according to the reference registration number.
After the delivery efficiency is calculated after obtaining the reference registration number which is inversely related to the time interval, the delivery efficiency may be expressed as a ratio of the registration conversion rate to the reference registration rate.
S506: and controlling the delivery channels of the target application according to the delivery efficiency of each delivery channel.
When the reference registration rate and the registration conversion rate of the delivery channel are large, and particularly the registration conversion rate is smaller than the reference registration rate, the delivery strength (such as a ranking list, a delivery position and the like) of the delivery channel is reduced, and the strength of the delivery channel with good delivery effect is increased, so that the method can be regarded as adjusting the specific gravity of the delivery channel, controlling the delivery channel and further controlling the delivery mode.
Therefore, in the embodiment of the present specification, the controlling the delivery channel of the target application according to the delivery efficiency of each delivery channel may include:
and adjusting the specific gravity of each delivery channel according to the order of the delivery efficiency of each delivery channel in the whole channels.
Based on the same inventive concept, the embodiment of the specification also provides a device for controlling the delivery channel based on the monitoring of the delivery efficiency.
Fig. 6 is a schematic structural diagram of an apparatus for controlling a delivery channel based on monitoring delivery efficiency, which may include:
the channel classification module 601 classifies the delivery channels according to the user structural characteristics of each delivery channel, and each delivery channel forms a full channel for delivering target applications;
A delivery efficiency determination module 602 that extracts channel access attribute factors when a user device accesses a target application from the delivery channel;
when user equipment accesses a page of the target application and inputs a verification mark for verification registration, extracting channel registration attribute factors;
determining the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors of each delivery channel;
determining the delivery efficiency of each delivery channel according to the reference registration rate and the registration conversion rate of each delivery channel;
and the adjusting module 603 is used for controlling the delivery channels of the target application according to the delivery efficiency of each delivery channel.
Optionally, the channel access attribute factors carry channel identification, equipment serial number and access time;
the channel registration attribute factors carry channel identification, equipment serial number, check identification and registration time.
Optionally, the delivery efficiency determining module 602 is further configured to:
determining a time interval from channel access attribute factors to extracting channel registration attribute factors;
and determining the reference registration number which is inversely related to the time interval.
Optionally, the controlling the delivery channel of the target application according to the delivery efficiency of each delivery channel includes:
And adjusting the specific gravity of each delivery channel according to the order of the delivery efficiency of each delivery channel in the whole channels.
Optionally, each delivery channel forming the full channel comprises a webpage class, an internal channel embedded page class and an application store class.
Optionally, after classifying the delivery channels according to the user structural features of each delivery channel, the method further comprises:
and determining the bearing carriers of bearing target applications of various delivery channels.
Based on the same inventive concept, the embodiments of the present specification also provide an electronic device, wherein the electronic device includes:
a processor; the method comprises the steps of,
a memory storing computer executable instructions that, when executed, cause the processor to perform the method of any of the embodiments described above.
Based on the same inventive concept, the present embodiments also provide a computer-readable storage medium storing one or more programs which, when executed by a processor, implement the method of any of the above embodiments.
The above-described specific embodiments further describe the objects, technical solutions and advantageous effects of the present invention in detail, and it should be understood that the present invention is not inherently related to any particular computer, virtual device or electronic apparatus, and various general-purpose devices may also implement the present invention. The foregoing description of the embodiments of the invention is not intended to be limiting, but rather is intended to cover all modifications, equivalents, alternatives, and improvements that fall within the spirit and scope of the invention.
In this specification, each embodiment is described in a progressive manner, and identical and similar parts of each embodiment are all referred to each other, and each embodiment mainly describes differences from other embodiments.
The foregoing is merely exemplary of the present application and is not intended to limit the present application. Various modifications and changes may be made to the present application by those skilled in the art. Any modifications, equivalent substitutions, improvements, etc. which are within the spirit and principles of the present application are intended to be included within the scope of the claims of the present application.
Claims (20)
1. A method of adjusting a delivery channel, comprising:
classifying the delivery channels according to the user structural characteristics of each delivery channel, wherein each delivery channel forms a full channel for delivering target application;
acquiring a registration time and a time interval of access time after user access;
determining a reference registration number inversely related to the time interval;
determining the reference registration rate of each delivery channel according to the reference registration number;
determining the registration conversion rate of each delivery channel based on the statistical data of each delivery channel;
comparing the difference between the reference registration rate and the registration conversion rate of the delivery channel, and correcting the user structural characteristics of the delivery channel;
And adjusting the delivery channel of the target application according to the characteristics of the target user and the delivery channel for correcting the structural characteristics of the user.
2. The method of claim 1, wherein determining the registered conversion rate for each delivery channel based on the statistical data for each delivery channel comprises:
extracting channel access attribute factors when user equipment accesses a target application by the delivery channel;
when user equipment accesses a page of the target application and inputs a verification mark for verification registration, extracting channel registration attribute factors;
and counting the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors.
3. The method of claim 2, wherein the channel access attribute factor carries a channel identification, a device serial number, and an access time;
the channel registration attribute factors carry channel identification, equipment serial number, check identification and registration time.
4. The method according to claim 2, wherein the calculating the registration conversion rate corresponding to each delivery channel according to the channel access attribute factor and the channel registration attribute factor includes:
The channel access attribute factors are subjected to deduplication counting to obtain deduplication access times corresponding to each delivery channel;
counting the channel registration attribute factors to obtain registration times;
and determining the registration conversion rate corresponding to the delivery channel according to the duplicate removal access times and the registration times of the delivery channel.
5. The method of claim 2, further comprising, after extracting the channel access attribute factor when the user device accesses the target application by the delivery channel:
if the delivery channel is an application store channel, when a user downloads an installation package of the target application from the application store, implanting a device serial number into the installation package;
the extracting channel registration attribute factors includes:
the serial number of the device implanted in the installation package is extracted.
6. The method of claim 2, wherein extracting the channel access attribute factor when the user device accesses the target application by the delivery channel comprises:
and if the delivery channel is a webpage channel, extracting channel access attribute factors when a user accesses the target application through a webpage.
7. The method of claim 2, wherein extracting the channel access attribute factor when the user device accesses the target application by the delivery channel comprises:
And if the delivery channel is an embedded page of the internal delivery channel, extracting channel access attribute factors when a user accesses the embedded page.
8. The method of claim 1, the user structural feature comprising: at least one of a node status of the user in the target application and a self attribute of the user.
9. The method of claim 8, the node state of the user in the target application comprising: at least one of an access node, a registration node, a node to be authenticated, a trust node and a mobile node.
10. An apparatus for adjusting a delivery channel, comprising:
the channel classification module classifies the delivery channels according to the user structural characteristics of each delivery channel, and each delivery channel forms a full channel for delivering target application;
the registration conversion rate determining module is used for obtaining the registration time and the time interval of the access time after the user accesses; determining a reference registration number inversely related to the time interval; determining the reference registration rate of each delivery channel according to the reference registration number;
determining the registration conversion rate of each delivery channel based on the statistical data of each delivery channel;
the adjustment module is used for comparing the difference between the reference registration rate and the registration conversion rate of the delivery channel and correcting the user structural characteristics of the delivery channel;
And adjusting the delivery channel of the target application according to the characteristics of the target user and the delivery channel for correcting the structural characteristics of the user.
11. The apparatus of claim 10, the determining a registered conversion rate for each of the delivery channels based on the statistics of each of the delivery channels comprising:
extracting channel access attribute factors when user equipment accesses a target application by the delivery channel;
when user equipment accesses a page of the target application and inputs a verification mark for verification registration, extracting channel registration attribute factors;
and counting the registration conversion rate corresponding to each delivery channel according to the channel access attribute factors and the channel registration attribute factors.
12. The apparatus of claim 11, the channel access attribute factor carrying a channel identification, a device serial number, and an access time;
the channel registration attribute factors carry channel identification, equipment serial number, check identification and registration time.
13. The apparatus of claim 11, wherein the calculating the registration conversion rate corresponding to each delivery channel according to the channel access attribute factor and the channel registration attribute factor comprises:
the channel access attribute factors are subjected to deduplication counting to obtain deduplication access times corresponding to each delivery channel;
Counting the channel registration attribute factors to obtain registration times;
and determining the registration conversion rate corresponding to the delivery channel according to the duplicate removal access times and the registration times of the delivery channel.
14. The apparatus of claim 11, the registration conversion rate determination module, after extracting a channel access attribute factor when a user device accesses a target application by the delivery channel, further to:
if the delivery channel is an application store channel, when a user downloads an installation package of the target application from the application store, implanting a device serial number into the installation package;
the extracting channel registration attribute factors includes:
the serial number of the device implanted in the installation package is extracted.
15. The apparatus of claim 11, the extracting a channel access attribute factor when a user device accesses a target application by the delivery channel, comprising:
and if the delivery channel is a webpage channel, extracting channel access attribute factors when a user accesses the target application through a webpage.
16. The apparatus of claim 11, the extracting a channel access attribute factor when a user device accesses a target application by the delivery channel, comprising:
And if the delivery channel is an embedded page of the internal delivery channel, extracting channel access attribute factors when a user accesses the embedded page.
17. The apparatus of claim 11, the user structural feature comprising: at least one of a node status of the user in the target application and a self attribute of the user.
18. The apparatus of claim 17, the node state of the user in the target application comprising: at least one of an access node, a registration node, a node to be authenticated, a trust node and a mobile node.
19. An electronic device, wherein the electronic device comprises:
a processor; the method comprises the steps of,
a memory storing computer executable instructions that, when executed, cause the processor to perform the method of any of claims 1-9.
20. A computer readable storage medium, wherein the computer readable storage medium stores one or more programs which, when executed by a processor, implement the method of any of claims 1-9.
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| CN112232643A (en) * | 2020-09-25 | 2021-01-15 | 上海淇毓信息科技有限公司 | Method and device for managing business strategy and electronic equipment |
| CN112667892B (en) * | 2020-12-25 | 2024-01-19 | 北京达佳互联信息技术有限公司 | Information recommendation method, device, server and storage medium |
| CN113592547A (en) * | 2021-07-29 | 2021-11-02 | 上海苍苔信息技术有限公司 | Channel delivery amount excitation method and system |
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