CN114391144A

CN114391144A - Information pushing method and device, electronic equipment and computer readable medium

Info

Publication number: CN114391144A
Application number: CN201980100132.2A
Authority: CN
Inventors: 郭子亮
Original assignee: Guangdong Oppo Mobile Telecommunications Corp Ltd; Shenzhen Huantai Technology Co Ltd
Current assignee: Guangdong Oppo Mobile Telecommunications Corp Ltd; Shenzhen Huantai Technology Co Ltd
Priority date: 2019-11-20
Filing date: 2019-11-20
Publication date: 2022-04-22
Also published as: WO2021097721A1

Abstract

Provided are an information pushing method, an information pushing device, an electronic device and a computer readable medium, which relate to the field of information processing, and the method comprises the following steps: acquiring activity information to be pushed; acquiring activity preference information of each user, wherein the activity preference information is determined in advance according to historical activity operation data of the user; determining users to be pushed according to the activity information to be pushed and the activity preference information of each user; and pushing the activity information to be pushed to a user terminal corresponding to the user to be pushed.

Description

Information pushing method and device, electronic equipment and computer readable medium

Technical Field

The present application relates to the field of information processing, and in particular, to an information pushing method and apparatus, an electronic device, and a computer-readable medium.

Background

At present, when the activity content is pushed, an operator selects a user according to experience and pushes the activity content to the selected user, however, the selected user is likely to be inaccurate, and thus the overall effect of the activity pushing is easily reduced.

Disclosure of Invention

The application provides an information pushing method, an information pushing device, an electronic device and a computer readable medium, so as to overcome the defects.

In a first aspect, an embodiment of the present application provides an information pushing method, including: acquiring activity information to be pushed; acquiring activity preference information of each user, wherein the activity preference information is determined in advance according to historical activity operation data of the user; determining users to be pushed according to the activity information to be pushed and the activity preference information of each user; and pushing the activity information to be pushed to a user terminal corresponding to the user to be pushed.

In a second aspect, an embodiment of the present application further provides an information pushing apparatus, including: the device comprises a first acquisition unit, a second acquisition unit, a determination unit and a pushing unit. The first acquisition unit is used for acquiring the activity information to be pushed. A second obtaining unit configured to obtain activity preference information of each user, the activity preference information being determined in advance according to historical activity operation data of the user. And the determining unit is used for determining the users to be pushed according to the activity information to be pushed and the activity preference information of each user. And the pushing unit is used for pushing the activity information to be pushed to the user terminal corresponding to the user to be pushed.

In a third aspect, an embodiment of the present application further provides an electronic device, including: one or more processors; a memory; one or more applications, wherein the one or more applications are stored in the memory and configured to be executed by the one or more processors, the one or more programs configured to perform the above-described methods.

In a fourth aspect, the present application also provides a computer-readable storage medium, where a program code executable by a processor is stored, and when executed by the processor, the program code causes the processor to execute the above method.

According to the information pushing method, the information pushing device, the electronic equipment and the computer readable medium, the activity preference information of the users is determined in advance according to the historical activity operation data of the users, so that the activity preference information of each user is obtained after the activity information to be pushed, the users to be pushed are determined according to the activity information to be pushed and the activity preference information of each user, and the activity information to be pushed is pushed to the user terminals corresponding to the users to be pushed. Therefore, the user to be pushed can be determined according to the historical activity operation data of the user, and the determined user can be more accurate.

Drawings

In order to more clearly illustrate the technical solutions in the embodiments of the present application, the drawings needed to be used in the description of the embodiments are briefly introduced below, and it is obvious that the drawings in the following description are only some embodiments of the present application, and it is obvious for those skilled in the art to obtain other drawings based on these drawings without creative efforts.

FIG. 1 is a schematic diagram of an information push system provided by an embodiment of the present application;

fig. 2 is a flowchart illustrating a method of an information pushing method according to an embodiment of the present application;

fig. 3 is a flowchart illustrating a method of an information pushing method according to another embodiment of the present application;

fig. 4 shows a flowchart of the method of S330 in fig. 3;

FIG. 5 is a schematic diagram illustrating an active theme representation label architecture provided by an embodiment of the present application;

FIG. 6 is a diagram illustrating a user-to-activity theme portrayal system provided by an embodiment of the present application;

fig. 7 is a flowchart illustrating a method of an information pushing method according to another embodiment of the present application;

FIG. 8 shows a method flowchart of S750 in FIG. 7;

fig. 9 is a flowchart illustrating a method of an information pushing method according to still another embodiment of the present application;

FIG. 10 is a block diagram of an information pushing device according to an embodiment of the present application;

FIG. 11 shows a block diagram of an information pushing device according to another embodiment of the present application;

FIG. 12 is a block diagram of an information pushing apparatus according to another embodiment of the present application;

FIG. 13 is a block diagram of an information pushing device according to yet another embodiment of the present application;

FIG. 14 is a block diagram of a server provided by an embodiment of the present application;

fig. 15 shows a storage unit, provided in an embodiment of the present application, for storing or carrying program codes for implementing an information pushing method according to an embodiment of the present application.

Detailed Description

In order to make the technical solutions better understood by those skilled in the art, 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.

Referring to fig. 1, fig. 1 illustrates an information push system according to an embodiment of the present disclosure. As shown in fig. 1, the information push system includes a server 100, a first user terminal 200, and a second user terminal 300. The server 100, the first user terminal 200 and the second user terminal 300 are all located in a wireless network or a wired network, and data interaction can be carried out among the server 100, the first user terminal 200 and the second user terminal 300.

In some embodiments, the user logs in through an account at the user terminal, and all information corresponding to the account can be stored in the storage space of the server 100. The first user terminal 100 and the second user terminal 200 may correspond to different users, that is, the first user terminal 100 and the second user terminal 200 may log in using different user accounts, and data corresponding to the user accounts may be stored in the server 100. The server 100 may be an individual server, or a server cluster, or a local server, or a cloud server.

A plurality of applications are installed in the user terminal, and the server 100 can push some content to the user terminal, specifically, the content may be a certain application that pushes the content to the user terminal, and the application displays the content, so that the content can be pushed to a user corresponding to the user terminal.

The server 100 may be connected to a plurality of user terminals, and may push the content to be pushed to all the user terminals, or may select one of the user terminals according to some policies and push the content to be pushed to the selected user terminal. The specific policy may be determined according to the content to be pushed and the user corresponding to each user terminal. In the embodiment of the present application, the content to be pushed may be marketing activity information, for example, product discount information of a certain e-commerce application.

However, the inventors have found that the conventional content push method has poor stability and uncontrollable effect. Because the selection of the user receiving the content push is filtered based on the historical experience of the operator, i.e. one person with high expertise and one person with low expertise, the decision making is completely different. Therefore, the empirical scheme is relatively lack of data support and is unstable, and the selected targeted user is likely to be inaccurate, so that the overall effect of pushing the content is easily reduced.

Therefore, in order to overcome the above-mentioned drawbacks, an embodiment of the present application provides an information push method, which is applied to a server in the above-mentioned system, that is, an execution subject of the method may be the above-mentioned server, and is used for improving accuracy of determining a user receiving push content, and specifically, as shown in fig. 2, the method includes: s201 to S204.

S201: and acquiring the activity information to be pushed.

The activity information to be pushed may be content corresponding to a marketing activity pushed to the user, which is preset by the server, or may correspond to a certain product, or may be electronic equipment or an application program, or may be promotion information for recommending a function of a certain product, or may be information for attracting the user to use the product. The event information may be set by the product's opener or operator.

As an implementation manner, the server may preset a pushing condition, and when the parameter information of the server meets the pushing condition, the server executes to acquire the activity information to be pushed and subsequent operations, so as to ensure that the server can push the activity information to be pushed to the specified user only when the parameter information meets the pushing condition.

If the pushing condition is a time interval, the parameter information may be system time corresponding to the server, that is, current time. The server acquires the current system time as the current time, then the time of sending the activity information to the user last time is taken as the historical time, the time difference between the historical time and the current time is acquired, whether the time difference is larger than or equal to a specified time threshold value or not is judged, and if the time difference is larger than or equal to the specified time threshold value, the operation of acquiring the activity information to be pushed is executed. The specified time threshold may be set in advance according to the user requirement or the pushing requirement, for example, may be 24 hours, so as to ensure that the active content is pushed once a day.

S202: acquiring activity preference information of each user, wherein the activity preference information is determined in advance according to historical activity operation data of the user.

Wherein, the activity preference information of the user can reflect the activity content which is interested by the user. For example, the activity preference information may be a type of activity in which the user is interested or keywords of the content of the activity in which the user is interested, or the like.

In one embodiment, the server determines the activity preference information of the user in advance according to the historical activity operation data of the user, wherein the historical activity operation data of the user comprises the activity content operated by the user once, and the activity preference information of the user can be determined according to the operation data generated by the activity content operated by the user once. For example, if multiple clicks or multiple forwards of a certain activity content can indicate that the activity content is of high interest, the following embodiments may be referred to in the specific implementation of determining the activity preference information.

S203: and determining the users to be pushed according to the activity information to be pushed and the activity preference information of each user.

The server may find, after determining the activity preference information of each user, a user whose activity preference information matches the activity information to be pushed as a user to be pushed.

As an embodiment, the activity preference information may be an activity type in which the user is interested, the type of the activity information to be pushed is determined, and then, among all users, a user whose activity preference type matches the type of the activity information to be pushed is searched as the user to be pushed. For example, if the activity type of the interest of the user is a game type, if the activity information to be pushed is the game type, it is determined that the activity preference type of the user matches with the type of the activity information to be pushed, so that the user having the interest in the game content can be found out of all users as the user to be pushed. Reference may be made to the following examples for specific embodiments.

As another implementation, the activity preference information may be keywords of the interested activity content, each user corresponds to at least one interest keyword, then the keywords of the activity information to be pushed are extracted, and among all the users, the user whose interest keyword matches the keyword of the activity information to be pushed is searched for as the user to be pushed. For example, if the interest keyword of a certain user is a movie, if the keyword of the activity information to be pushed contains the movie, it is determined that the interest keyword of the user matches the keyword of the activity information to be pushed, that is, the keyword can be used as the user to be pushed.

S204: and pushing the activity information to be pushed to a user terminal corresponding to the user to be pushed.

As an implementation manner, when acquiring the activity preference information of each user, a user identifier corresponding to the activity preference information of the user can be also acquired at the same time, where the user identifier may be an account used when the user logs in the user terminal, an account used when the user logs in an application program in the user terminal, or an equipment identifier of the user terminal corresponding to the user, and the equipment identifier may be an identifier of a hardware device of the user terminal, for example, a processor ID of the user terminal, or an IP address or a MAC address of the user terminal, which can serve as information for identifying the identity of the user terminal. It may be that, as an embodiment, the activity preference information of each user is stored in the server in correspondence with the user identification.

And then, after the user to be pushed is determined, acquiring the user identifier of the user to be pushed, so as to determine the user terminal corresponding to the high user identifier or the application program in the user terminal. And then, sending the activity information to be pushed to a user terminal corresponding to the user to be pushed.

The user terminal may display the activity information to be pushed in the user terminal after acquiring the activity information to be pushed, and specifically, the activity information to be pushed may be displayed in a preset interface of the user terminal immediately after acquiring the activity information. As an implementation mode, the activity information can be popped up and displayed on a top status bar of the user terminal. As another implementation manner, the activity information to be pushed corresponds to the target application program, that is, a user using the target application program can receive the activity information to be pushed, and the application program may display the activity information to be pushed in a preset interface when the user uses the application program. The preset interface may be a home page of the application program.

In addition, the pushing condition may be, besides the time interval, that the network parameter between the server and the user terminal satisfies the specified communication condition, so that it is possible to avoid resource waste caused by the fact that the activity information to be pushed is still sent to the user terminal when the network state between the server and the user terminal is poor. Specifically, the server obtains a communication parameter between the server and a user terminal corresponding to a user to be pushed, determines whether the communication parameter meets a specified communication condition, and pushes the activity information to be pushed to the user terminal corresponding to the user to be pushed if the communication parameter meets the specified communication condition.

The communication parameter may specifically be a channel quality, wherein the channel quality may be an error vector magnitude of the channel, a number of access points, a signal strength, etc. An Error Vector Magnitude (EVM) is a Vector difference between an ideal Error-free reference signal and an actually transmitted signal at a given time, and is used for measuring an amplitude Error and a phase Error of a modulated signal, and the EVM specifically indicates a proximity degree of an IQ component generated when a receiving terminal demodulates the signal and an ideal signal component, and is an index for considering the quality of the modulated signal. The smaller the EVM, the better the channel quality of the channel. The number of the access points can also acquire the access points on each channel when the channels are scanned, so that the number of the access points on each channel can be determined, and the larger the number of the access points is, the worse the channel quality is, and vice versa, the better the channel quality is. Similarly, the signal strength can also be obtained during channel scanning, and the higher the signal strength is, the higher the channel quality is, and vice versa, the lower the channel quality is.

Specifically, the determination of whether the communication parameter satisfies the specified communication condition is performed by determining whether the channel quality satisfies the specified communication quality, and if the specified communication quality is satisfied, determining that the communication parameter satisfies the specified communication condition. Specifically, the channel quality is an error vector magnitude of the channel, and if the error vector magnitude of the channel is smaller than a specified value, it is determined that the channel quality satisfies a specified communication quality, and it is further determined that the communication parameter satisfies the specified communication condition.

Referring to fig. 3, an embodiment of the present application provides an information pushing method, which is applied to a server in the foregoing system, that is, an execution subject of the method may be the server, and the method is used to improve accuracy of determining a user receiving pushed content, and specifically, as shown in fig. 3, the method includes: s310 to S350.

S310: and acquiring the activity information to be pushed.

S320: and acquiring effect feedback data of each user aiming at the historical activity information.

The effect feedback data is data fed back by the user with respect to the active content when the user receives the active content pushed by the server, and specifically, the feedback data may be data generated when the user operates the active content or data fed back to the server. As one embodiment, the effect feedback data includes, but is not limited to, activity ID, push ID, crowd ID, algorithm ID, user imei, user performance data for each link. The activity ID may be an identifier of the activity content, the push ID may be an identifier of a push manner, different identifiers represent different push manners, the crowd ID may be a category to which the user belongs, for example, a young crowd or an old-aged crowd, a student crowd or a working crowd, and the like, different crowd IDs represent different categories of crowds, the algorithm ID is a manner in which the server collects the effect feedback data or a manner in which the user uploads the effect feedback data, and the user IMEI is an International Mobile Equipment Identity (IMEI) of the user, and may be an identifier of a user terminal corresponding to the user, so that the server searches for the user terminal corresponding to the user. The performance of each link may be operation data of a user corresponding to each function or business module in the activity, for example, a link of an activity content includes clicking, participating, winning a prize, or sharing, and the operation of the user on each link is collected by the server as user performance data of the link.

S330: determining activity preference information for each of the users based on the effect feedback data for each of the users.

The effect feedback data can reflect the operation of the user on the activity content corresponding to a certain activity ID, and specifically, the operation on each link in the activity content can be detailed, so that the interest level of the user on the activity content can be reflected, even the interest level of the user on each link in the activity content can be reflected, and the activity preference information of each user can be obtained.

As one implementation, the historical activity content can be divided into a plurality of label information, and the data of the user aiming at the label information is correspondingly collected, so that the activity preference information of the user is obtained. Specifically, as shown in fig. 4, the S330 includes: s331 and S332.

S331: and acquiring a plurality of label information corresponding to the historical activity information.

As an embodiment, the tag information corresponds to different links of each activity content in the historical activity information, and may be several preset tags, and the tag information corresponds to different data contents in the historical activity information, for example, a push mode tag or an activity type tag.

S332: determining activity preference information for each of the users based on the plurality of tag information and the effect feedback data for each user.

And then, determining preference information of the label information corresponding to each user in effect feedback data fed back according to the historical activity information by the user. As an implementation manner, whether the user operates data corresponding to a certain tag information is determined according to the effect feedback data of the user, if the user operates the data corresponding to the certain tag information, the user may be associated with the tag, and if the user does not operate the data corresponding to the tag information, the tag information is not associated with the client, so that all the tag information operated by each user can be counted according to the effect feedback data of the user, and further the tag information corresponding to each user can determine the activity preference information of the user. For example, if the tag information corresponding to the user is a game-type content tag and a gift package pick-up tag, it may be determined that the activity preference information of the user is game gift package content.

As an embodiment, a plurality of label information may be determined in advance according to the historical data of the historical activity information, and a certain score may be assigned to each label information, so that the user can determine the user's score for the plurality of label information with the plurality of label information and the score corresponding to each label information, and thus can determine the preference information of the user for each label information. Specifically, a specific implementation of acquiring a plurality of label information corresponding to historical activity information may be to acquire historical activity data corresponding to the historical activity information; and determining label information corresponding to the historical activity data. The historical activity information may be a general name of all activity contents pushed by the server within a preset time period, and the historical activity information corresponds to historical activity data, and the historical activity data includes at least one of destination information, target user information, activity contents, reach channel information, and operation resource information, and then a label is set for each historical activity data. In the embodiment of the present application, the historical activity data includes, but is not limited to, activity identifiers, destination information, target user information, activity content, reach channel information, and operation resource information. The specific implementation manner of the activity identification can refer to the foregoing embodiment contents, and the purpose information can be the purpose of the activity content, for example, whether to attract new customers or improve the activity of the user. The target user information may be a category of the user from which the active content was pushed, e.g., belonging to an active user or an inactive user, etc. The activity content is a specific function or business of the activity, such as a game gift bag or a check-in and open gift. The reach channel information may be in a push manner, for example, may be in a push manner, and the operation resource information may include a banner bit and an operation bit, etc.

It should be noted that each activity identifier corresponds to one historical activity data, and then a tag is set for each data, specifically, the manner of setting the tag may be to define a tag for each data in advance, and specifically, may be to determine a keyword of the historical activity data; and generating label information according to the keywords. For example, according to the LDA topic word generation technology, a core keyword is extracted, and then after being screened, the keyword is locked on a topic corresponding to the above-mentioned material content, that is, the keyword is used as the tag information corresponding to the data, so that the tag information of each piece of historical activity data corresponding to the historical activity information can be determined.

Specifically, each activity identifier corresponds to destination information, target user information, activity content, reach channel information, and operation resource information. As shown in fig. 5, the data source on the left side, i.e., the activity material, is the historical activity data, and the tag information corresponding to each data on the right side, specifically, the pull-up and pull-payment in the activity destination are two different tag information. In addition, different tags correspond to different historical data, and tag information corresponding to different historical data can be correspondingly stored after the tag information is set.

After determining that each user aims at the plurality of label information, setting one piece of score information for each piece of label information, wherein the score information may be a score rule, for example, the score of the pull-new label is 1, and the score of the pull-paid label is 0, so that the scores of the plurality of label information corresponding to each user can be obtained, and the label information with a high score can reflect that the content preference degree corresponding to the label information by the user is relatively high, so that the activity preference information of the user can be determined.

In addition, a weight may be set for each piece of rating information, so that when one piece of activity content corresponds to a plurality of tag information, the ratio of different tag information can be reflected by the weight, as shown in fig. 5, if the pull-in and pull-payment are 0.6 and 0.4 respectively, the pull-in weight is 0.6, and if the pull-payment weight is 0.4, the sum of the pull-in and pull-payment is 1. Then, according to the effect feedback data of each user and the scoring weight of each label information, scoring information of each user for the plurality of label information is determined.

In one embodiment, the plurality of label information corresponding to the historical activity information shown in fig. 5 may be used as an activity theme portrait label system. The server can also construct a system of the theme portrait of the activity of the user, firstly, the effect feedback data of the user on the activity is collected, and the data is standardized and normalized, the keywords are extracted, the data is converted into a dyeing list of the user on all the activities, the different levels of the user on each activity are recorded, and then the theme portrait based on the historical marketing activities of the user is constructed.

FIG. 6 is a diagram of a user portraying an active theme according to an embodiment of the present application. The modes of exposure, click, participation, prize winning, positive feedback and the like are effect feedback data corresponding to the user, and also correspond to the label information, for example, the label information corresponding to the exposure is activity content. Through the activity theme representation label system of fig. 5 and the activity theme representation system of fig. 6, the interest level of the user in each activity content can be determined, for example, a gift package pushing activity of a game class is preferred, and the activity content is obtained by preferring a banner operation and push. So that more accurate activity preference information of the user can be obtained.

S340: and determining the users to be pushed according to the activity information to be pushed and the activity preference information of each user.

S350: and pushing the activity information to be pushed to a user terminal corresponding to the user to be pushed.

It should be noted that, for the parts not described in detail in the above method steps, reference may be made to the foregoing embodiments, and further description is omitted here.

Referring to fig. 7, an embodiment of the present application provides an information pushing method, which is applied to a server in the foregoing system, that is, an execution subject of the method may be the server, and the method is used to improve accuracy of determining a user receiving pushed content, and specifically, as shown in fig. 7, the method includes: s710 to S760.

S710, obtaining the activity information to be pushed.

S720, obtaining the activity preference information of each user, wherein the activity preference information is determined according to the historical activity operation data of the user in advance.

S730, acquiring the activity type corresponding to the activity information to be pushed as the type to be pushed.

The activity type corresponding to the activity information to be pushed may be preset, for example, the type may be a type that is set by an activity developer for the activity content when the activity content is set. In particular, the activity type may include multiple levels, with each level corresponding to a category, e.g., the multiple levels may be game classes-action RPG-gift bag-doing tasks. The plurality of levels includes a first level, a second level, a third level and a subsequent nth level, wherein the first level has the highest level, the nth level has the lowest level, that is, the first level belongs to the total category of the activity, the second level is a sub-category of the activity, and so on, the lower the level is, the finer the corresponding category is. For example, if the game class is a large class of the activity content and the action RPG, moba game, and the action strategy class are included below the large class, the activity content of the action RPG class includes a gift bag class, a treasure robe class, and a check-in class.

S740, searching the preference degree of each user corresponding to the activity type matched with the type to be pushed.

The activity preference information of the user includes a plurality of activity types and preference degrees corresponding to each of the activity types. For specific determination of the preference degree of each activity type, the above embodiment may be referred to, and after the scoring information of each tag information is determined, each tag information corresponds to one activity type, and then the preference degree of each activity type can be determined according to the scoring information corresponding to each tag information. As an embodiment, when the score value is higher than the specified value, it may be determined that the preference degree of the user for the tag information is changed to be favorite, so that the activity type corresponding to the tag information can be determined, and the preference degree of the activity type can be determined. Specifically, when one activity task corresponds to a plurality of levels of activity types, the preference degree of the activity type of each level can be determined.

Then, when the preference degree of each interaction type of each user is obtained, the preference degree corresponding to the activity type matched with the type to be pushed is searched for by all the users. As an embodiment, the type to be pushed may be an activity type at a certain level of the activity information to be pushed, for example, may be an activity type at a third level, for example, the activity type is a gift package of an action RPG game type, and then the preference degree corresponding to the gift package of the action RPG game type is searched for in all users.

And S750, determining the users to be pushed according to the preference degree corresponding to each user.

Therefore, the preference degree corresponding to each user can be obtained, and the user to be pushed is determined according to the preference degree corresponding to each user. Specifically, each user whose corresponding preference degree meets a specified condition is searched for as a user to be pushed.

The specified condition may be preset, and as an embodiment, may be set according to a push policy of the active content to be pushed. Specifically, the user with a higher preference degree may be the user with the higher preference degree, that is, the user whose corresponding preference degree satisfies the specified condition is the user with the higher preference degree, and it may be ensured that the pushed active content is interested by the user, and waste of resources due to inaccurate content pushing may be avoided. In addition, the specified condition may also be a user with a low preference degree, that is, the user whose corresponding preference degree satisfies the specified condition is a user with a low preference degree, and then the user who originally has no interest in the activity content can be enabled to increase the interest degree of the user in the activity by pushing the activity content with attraction.

In the embodiment of the present application, the user whose corresponding preference degree meets the specified condition is a user whose preference degree is higher, specifically, the user whose corresponding preference degree meets the specified condition is searched for in each of the users, and as a specific implementation manner of the user to be pushed, the user whose corresponding preference value is greater than the specified threshold value is searched for in each of the users, and is used as the user to be pushed.

The preference degree is a preference value, and the greater the preference value of the activity type is, the greater the preference degree of the user on the activity type is. The specified threshold may be a static value, e.g. 0.7, and the preference value is in particular a value after normalization, i.e. a maximum value of 1 and a minimum value of 0. The preference value for the activity type of the user is greater than the specified threshold, indicating that the user has a relatively high interest level in the content of the activity type.

In addition, the specified threshold may also be dynamic, specifically, the specified threshold may be determined according to ranking of preference values of multiple users, specifically, a user whose corresponding preference value is greater than the specified threshold is searched for from each of the users, and as a specific implementation of the user to be pushed, the preference values corresponding to each user are sorted according to a descending order of the preference values to obtain a preference sequence, where the preference sequence includes user identifiers of multiple users, and the user identifier whose position is the farther forward is the higher the preference value corresponding to the user identifier is. And taking M user identifications at the top in the preference sequence as users to be pushed. Wherein M is a positive integer.

In addition, users to be pushed can be further screened out according to the user data of the users. Then, as shown in fig. 8, the S750 further includes: s751 to S753.

S751: and searching the user with the corresponding preference degree meeting the specified condition from each user as an alternative user.

And taking the searched user with the preference degree meeting the specified conditions as an alternative user.

S752: and acquiring user data of each user in the alternative users.

The user data may be attribute information of the user, where the attribute information of the user may include data of gender, age, place of residence, liveness, and the like of the user, and the data acquisition mode includes user reporting, algorithm mining, and the like.

S753: and determining users to be pushed from the alternative users according to the user data.

As an embodiment, the user data may be an age, and a user with an age in a preset age range is selected as the user to be pushed from among the alternative users. Specifically, although each of the alternative users exhibits a high interest level in the active content to be pushed, the active content to be pushed may not be pushed to each of the alternative users in consideration of the cost of pushing. For example, the users with the age groups in the preset age group are selected, wherein the preset age group is the centralized and distributed age of the main consumer group of the product corresponding to the activity content, and the preset age group can be obtained by statistics in advance.

As another embodiment, the user data may be a place of residence, and a user with a place of residence located in a preset area is selected from the alternative users as a user to be pushed. Specifically, the event content to be pushed may be an offline event, and the likelihood of a user near the venue of the offline event participating in the offline event is higher. For example, a certain lottery type RPG game APP needs to push an offline activity (e.g., demo king) to all users, and the users can participate in the offline activity in the game when starting the game to a designated place of the offline activity. The server determines the hosting area of the offline event as the preset area.

As another implementation, the user data may be liveness, and a specific implementation that determines, from the alternative users, a user to be pushed according to the user data is to search, as the user to be pushed, a user whose liveness satisfies a specified liveness condition from the alternative users. Wherein the specified activity condition may be that the activity level is above a specified value, then if the activity level of the user is above the specified value indicates that the user is in an active state and below the specified value indicates that the user is in an inactive state.

And S760, pushing the activity information to be pushed to a user terminal corresponding to the user to be pushed.

Referring to fig. 9, an embodiment of the present application provides an information pushing method, which is applied to a server in the foregoing system, that is, an execution subject of the method may be the server, and the method is used to improve accuracy of determining a user receiving pushed content, and specifically, as shown in fig. 9, the method includes: s910 to S950.

S910: and acquiring the activity information to be pushed.

S920: acquiring activity preference information of each user, wherein the activity preference information is determined in advance according to historical activity operation data of the user.

S930: and determining the users to be pushed according to the activity information to be pushed and the activity preference information of each user.

S940: and determining an application program for receiving the activity information to be pushed.

When the server acquires the activity information to be pushed, the activity information corresponds to an identifier of an application program, and the identifier of the application program may be an APK of the application program. The identifier of the application program is an application program for displaying the activity information to be pushed, and may be preset.

S950: and pushing the activity information to be pushed to an application program corresponding to the user to be pushed, and indicating the application program to display the activity information to be pushed.

The server pushes the activity information to be pushed to the application program corresponding to the identifier of the application program according to the identifier of the application program, specifically, determines the user terminal corresponding to the user to be pushed according to the method, and then sends a display request to the user terminal corresponding to the user to be pushed. The display request comprises the identification of the application program and the activity information to be pushed, and the user terminal indicates the application program corresponding to the identification of the application program to display the activity information to be pushed.

As an embodiment, the activity information may be pushed to the application according to the running state of the application. Pushing the activity information to be pushed to the application program corresponding to the user to be pushed in a specific implementation manner, namely acquiring the running state of the application program corresponding to the user to be pushed; and if the running state meets the specified running condition, pushing the activity information to be pushed to an application program corresponding to the user to be pushed.

The running states of the application programs comprise a foreground running state, a background running state and a non-running state. The foreground running state refers to that an application program runs on a screen through an interface, and a user can interact with the application program through the interface, for example, an execution instruction is input or some information is observed through the interface. The background running state means that the application program runs in a resource manager of the system, but generally has no interface. When a user starts an application program for the first time, the application program runs on the screen of the first screen, namely, the application program is in a foreground running state, and when the user clicks a home key, or other applications are switched to the foreground or the electronic equipment is locked, the state of the application program is changed into a background running state. The non-running state refers to that the application program is not started, that is, not in a foreground running state, and not in a background running state, and specifically, when the application program runs in the foreground or the background, a process of the application program is killed, and then the application program is in the non-running state, which is also referred to as a closed state.

The method includes storing an application program running state table in the electronic device, wherein the table includes identifiers of all application programs installed in the electronic device and states corresponding to the identifiers of all application programs, specifically, the table is stored in a server, and the electronic device sends the identifiers of the application programs running at present and the corresponding states to the servers for storage. Therefore, the server can obtain the identification of the application program in the running state in the plurality of installed application programs in the electronic equipment by inquiring the table.

Specifically, considering that the pushing of the content directly on the interface of the application being used by the user may disturb the operation of the user, in this embodiment of the application, the running state is a background running state, and the application in the background running state is determined from the multiple applications installed in the electronic device.

Specifically, the activity information to be pushed is pushed to the application program corresponding to the user to be pushed, and the specific implementation manner of indicating the application program to display the activity information to be pushed is that if the running state is a background running state, the activity information to be pushed is pushed to the application program corresponding to the user to be pushed, and the application program is indicated to display the activity information to be pushed when the running state of the application program is switched from the background running state to a foreground running state.

In addition, the embodiment of determining the users to be pushed according to the activity information to be pushed and the activity preference information of each user may also be that attribute information of each user is acquired; and determining the users to be pushed according to the activity information to be pushed, the activity preference information of each user and the attribute information. Here, the attribute information of the user may be the user data described above, and specifically, the above embodiment may be referred to.

Referring to fig. 10, a block diagram of an information pushing apparatus 1000 according to an embodiment of the present application is shown, where the apparatus is applied to a server in the above system, that is, an execution subject of the method may be the above server, and the method is used to improve accuracy of determining a user receiving push content, and specifically, the apparatus may include: a first acquisition unit 1001, a second acquisition unit 1002, a determination unit 1003, and a push unit 1004.

A first obtaining unit 1001 is configured to obtain activity information to be pushed.

A second obtaining unit 1002, configured to obtain activity preference information of each user, where the activity preference information is determined in advance according to historical activity operation data of the user.

A determining unit 1003, configured to determine a user to be pushed according to the activity information to be pushed and the activity preference information of each user.

A pushing unit 1004, configured to push the activity information to be pushed to a user terminal corresponding to the user to be pushed.

It can be clearly understood by those skilled in the art that, for convenience and brevity of description, the specific working processes of the above-described apparatuses and modules may refer to the corresponding processes in the foregoing method embodiments, and are not described herein again.

Referring to fig. 11, a block diagram of an information pushing apparatus 1100 according to an embodiment of the present application is shown, where the apparatus is applied to a server in the above system, that is, an execution subject of the method may be the above server, and the method is used to improve accuracy of determining a user receiving push content, and specifically, the apparatus may include: a first retrieving unit 1110, a second retrieving unit 1120, a determining unit 1130, and a pushing unit 1140.

A first obtaining unit 1110, configured to obtain activity information to be pushed.

A second obtaining unit 1120, configured to obtain activity preference information of each user, where the activity preference information is determined in advance according to historical activity operation data of the user.

Further, the historical activity operation data of the user comprises effect feedback data of the user aiming at the historical activity information. The second acquisition unit 1120 includes a data acquisition sub-unit 1121 and a preference acquisition sub-unit 1122.

The data obtaining sub-unit 1121 is configured to obtain effect feedback data of each user with respect to the historical activity information.

The preference obtaining subunit 1122 is configured to determine activity preference information of each user according to the effect feedback data of each user.

Specifically, the preference obtaining subunit 1122 is further configured to obtain a plurality of label information corresponding to the historical activity information; determining activity preference information for each of the users based on the plurality of tag information and the effect feedback data for each user.

Further, the preference obtaining subunit 1122 is further configured to determine, according to the effect feedback data of each user, scoring information of each user for the plurality of tag information; and determining the activity preference information of each user according to the grading information of each user.

Further, the preference obtaining subunit 1122 is further configured to obtain a scoring weight of each piece of tag information; and determining the scoring information of each user aiming at the plurality of label information according to the effect feedback data of each user and the scoring weight of each label information.

Further, the preference obtaining subunit 1122 is further configured to obtain historical activity data corresponding to the historical activity information; and determining label information corresponding to the historical activity data.

Further, the preference obtaining subunit 1122 is further configured to determine a keyword of the historical activity data; and generating label information according to the keywords.

The historical activity data comprises at least one of destination information, target user information, activity content, reach channel information and operation resource information, wherein each type of data corresponds to one piece of label information.

A determining unit 1130, configured to determine users to be pushed according to the activity information to be pushed and the activity preference information of each user.

A pushing unit 1140, configured to push the activity information to be pushed to a user terminal corresponding to the user to be pushed.

Referring to fig. 12, a block diagram of an information pushing apparatus 1200 provided by an embodiment of the present application is shown, where the apparatus is applied to a server in the above system, that is, an execution subject of the method may be the above server, and the method is used to improve accuracy of determining a user receiving pushed content, and specifically, the apparatus may include: a first acquiring unit 1210, a second acquiring unit 1220, a determining unit 1230 and a pushing unit 1240.

A first obtaining unit 1210, configured to obtain activity information to be pushed.

A second obtaining unit 1220, configured to obtain activity preference information of each user, where the activity preference information is determined in advance according to historical activity operation data of the user.

A determining unit 1230, configured to determine the user to be pushed according to the activity information to be pushed and the activity preference information of each user.

The activity preference information comprises a plurality of activity types and preference degrees corresponding to each activity type. The determining unit 1230 includes a type determining sub-unit 1231, a preference determining sub-unit 1232, and a user determining sub-unit 1233.

The type determining subunit 1231 is configured to obtain an activity type corresponding to the activity information to be pushed, as the type to be pushed.

The preference determining subunit 1232 is configured to search a preference degree of each user corresponding to the activity type matching the type to be pushed.

The user determining subunit 1233 is configured to determine the user to be pushed according to the preference degree corresponding to each user.

Further, the user determination subunit 1233 is further configured to search, from among the users, a user whose corresponding preference degree meets a specified condition, as a user to be pushed.

The preference degree is a preference value, the greater the preference value of the activity type is, the greater the preference degree of the user to the activity type is, and the user determination subunit 1233 is further configured to search, among each user, a user whose corresponding preference value is greater than a specified threshold value, as a user to be pushed.

Further, the user determination subunit 1233 is further configured to search, from each of the users, a user whose corresponding preference degree meets a specified condition, as an alternative user; acquiring user data of each user in the alternative users; and determining users to be pushed from the alternative users according to the user data.

Further, the user determination subunit 1233 is further configured to search, among the alternative users, users whose liveness satisfies a specified liveness condition as users to be pushed.

The pushing unit 1240 is configured to push the activity information to be pushed to the user terminal corresponding to the user to be pushed.

Referring to fig. 13, a block diagram of an information pushing apparatus 1300 according to an embodiment of the present application is shown, where the apparatus is applied to a server in the above system, that is, an execution subject of the method may be the above server, and the method is used to improve accuracy of determining a user receiving pushed content, and specifically, the apparatus may include: a first obtaining unit 1310, a second obtaining unit 1320, a determining unit 1330 and a pushing unit 1340.

A first obtaining unit 1310, configured to obtain activity information to be pushed.

A second obtaining unit 1320, configured to obtain activity preference information of each user, where the activity preference information is determined in advance according to the historical activity operation data of the user.

The determining unit 1330 is configured to determine the users to be pushed according to the activity information to be pushed and the activity preference information of each user.

The pushing unit 1340 is configured to push the activity information to be pushed to a user terminal corresponding to the user to be pushed.

The push unit 1340 includes an application determination subunit 1341 and a push subunit 1342.

The application determining subunit 1341 is configured to determine an application program for receiving the activity information to be pushed.

The pushing subunit 1342 is configured to push the activity information to be pushed to an application program corresponding to the user to be pushed, and instruct the application program to display the activity information to be pushed.

Further, the pushing subunit 1342 is further configured to obtain an operation state of an application program corresponding to the user to be pushed; and if the running state meets the specified running condition, pushing the activity information to be pushed to an application program corresponding to the user to be pushed.

Further, the pushing subunit 1342 is further configured to, if the running state is a background running state, push the activity information to be pushed to the application program corresponding to the user to be pushed, and indicate that the application program displays the activity information to be pushed when the running state is switched from the background running state to a foreground running state.

Further, the pushing sub-unit 1342 is further configured to obtain attribute information of each user; and determining the users to be pushed according to the activity information to be pushed, the activity preference information of each user and the attribute information.

In the several embodiments provided in the present application, the coupling between the modules may be electrical, mechanical or other type of coupling.

In addition, functional modules in the embodiments of the present application may be integrated into one processing module, or each of the modules may exist alone physically, or two or more modules are integrated into one module. The integrated module can be realized in a hardware mode, and can also be realized in a software functional module mode.

Referring to fig. 14, a block diagram of an electronic device according to an embodiment of the present application is shown. The electronic device may be the server 100 described above. The electronic device 100 in the present application may include one or more of the following components: a processor 110, a memory 120, and one or more applications, wherein the one or more applications may be stored in the memory 120 and configured to be executed by the one or more processors 110, the one or more programs configured to perform a method as described in the aforementioned method embodiments.

Processor 110 may include one or more processing cores. The processor 110 connects various parts within the overall electronic device 100 using various interfaces and lines, and performs various functions of the electronic device 100 and processes data by executing or executing instructions, programs, code sets, or instruction sets stored in the memory 120 and calling data stored in the memory 120. Alternatively, the processor 110 may be implemented in hardware using at least one of Digital Signal Processing (DSP), Field-Programmable Gate Array (FPGA), and Programmable Logic Array (PLA). The processor 110 may integrate one or more of a Central Processing Unit (CPU), a Graphics Processing Unit (GPU), a modem, and the like. Wherein, the CPU mainly processes an operating system, a user interface, an application program and the like; the GPU is used for rendering and drawing display content; the modem is used to handle wireless communications. It is understood that the modem may not be integrated into the processor 110, but may be implemented by a communication chip.

The Memory 120 may include a Random Access Memory (RAM) or a Read-Only Memory (Read-Only Memory). The memory 120 may be used to store instructions, programs, code sets, or instruction sets. The memory 120 may include a stored program area and a stored data area, wherein the stored program area may store instructions for implementing an operating system, instructions for implementing at least one function (such as a touch function, a sound playing function, an image playing function, etc.), instructions for implementing various method embodiments described below, and the like. The storage data area may also store data created by the terminal 100 in use, such as a phonebook, audio-video data, chat log data, and the like.

Referring to fig. 15, a block diagram of a computer-readable storage medium according to an embodiment of the present application is shown. The computer readable medium 1500 has stored therein program code that can be called by a processor to perform the method described in the above method embodiments.

The computer-readable storage medium 1500 may be an electronic memory such as a flash memory, an EEPROM (electrically erasable programmable read only memory), an EPROM, a hard disk, or a ROM. Alternatively, the computer-readable storage medium 1500 includes a non-volatile computer-readable storage medium. The computer readable storage medium 1500 has storage space for program code 1510 to perform any of the method steps of the method described above. The program code can be read from or written to one or more computer program products. The program code 1510 may be compressed, for example, in a suitable form.

In summary, the information pushing method, the information pushing device, the electronic device and the computer readable medium provided by the application determine the activity preference information of the user in advance according to the historical activity operation data of the user, so that after the activity information to be pushed, the activity preference information of each user is acquired, the user to be pushed is determined according to the activity information to be pushed and the activity preference information of each user, and the activity information to be pushed is pushed to the user terminal corresponding to the user to be pushed. Therefore, the user to be pushed can be determined according to the historical activity operation data of the user, and the determined user can be more accurate.

In addition, the user is more accurately taken in the embodiment of the application. In the prior art, the user portrait label is coarse-grained, and only describes the general interest preference of the user. For example, the user likes the game tag only to indicate that the user likes playing the game, but does not indicate what the user specifically likes playing. Likewise, a user prefers to engage in activities, and it is uncertain what type of activity that the user prefers to engage in, particularly treasure snatching or doing tasks. However, the scheme of the application enables the portrait to be finer in granularity, and the user can be more accurately depicted. In addition, the pushing of the embodiment of the application is more accurate. The pushed activity is calculated according to the preference of the user to the activity, that is, each user has the activity list of his favorite, and the favorite degree of the user to the activity to be pushed is obtained comprehensively. Therefore, the pushing is more accurate, the click rate of the user is higher, and the activity conversion rate is higher.

In addition, in the prior art, activity data is basically obtained by a data analyst by fishing data from a database, matching active users according to indexes given by activity operation, and calculating the user condition of each link to obtain an activity effect, so that the activity feedback in the prior art is untimely and is not automatic. In addition, the activity effect in the prior art is more statistical data, and can not be detailed to each specific user, and can not be traced back to historical activities. Therefore, the method and the device for the activity scoring can solve the problem of effect feedback, achieve effect feedback automation, and create conditions for the construction of the activity scoring model by the user.

In addition, by combining the 'activity theme portrait' and the 'user theme activity coloring portrait', the generated user preference theme portrait can quickly respond to the demands of users, and very good marketing push experience can be provided for the users. The content pushed to the user meets the requirements of the user very well, and the possibility of harassment is reduced compared with the past marketing pushing.

Finally, it should be noted that: the above embodiments are only used to illustrate the technical solutions of the present application, and not to limit the same; although the present application has been described in detail with reference to the foregoing embodiments, it will be understood by those of ordinary skill in the art that: the technical solutions described in the foregoing embodiments may still be modified, or some technical features may be equivalently replaced; such modifications and substitutions do not necessarily depart from the spirit and scope of the corresponding technical solutions in the embodiments of the present application.

Claims

An information pushing method, comprising:

acquiring activity information to be pushed;

acquiring activity preference information of each user, wherein the activity preference information is determined in advance according to historical activity operation data of the user;

determining users to be pushed according to the activity information to be pushed and the activity preference information of each user;

and pushing the activity information to be pushed to a user terminal corresponding to the user to be pushed.
The method of claim 1, wherein the historical activity operation data of the users comprises effect feedback data of the users for historical activity information, and the obtaining activity preference information of each user comprises:

obtaining effect feedback data of each user aiming at the historical activity information;

determining activity preference information for each of the users based on the effect feedback data for each of the users.
The method of claim 2, wherein determining activity preference information for each of the users based on the effect feedback data for each of the users comprises

Acquiring a plurality of label information corresponding to the historical activity information;

determining activity preference information for each of the users based on the plurality of tag information and the effect feedback data for each user.
The method of claim 3, wherein said determining activity preference information for each of said users based on said plurality of tag information and said effect feedback data for each user comprises:

determining scoring information of each user for the plurality of tag information according to the effect feedback data of each user;

and determining the activity preference information of each user according to the grading information of each user.
The method of claim 4, wherein determining scoring information for each user for the plurality of label information based on the effect feedback data for each user comprises:

obtaining the scoring weight of each label information;

and determining the scoring information of each user aiming at the plurality of label information according to the effect feedback data of each user and the scoring weight of each label information.
The method according to any one of claims 3-5, wherein the obtaining of the plurality of label information corresponding to the historical activity information comprises:

acquiring historical activity data corresponding to the historical activity information;

and determining label information corresponding to the historical activity data.
The method of claim 6, wherein determining the label information corresponding to each historical activity data comprises:

determining keywords of the historical activity data;

and generating label information according to the keywords.
The method of claim 6, wherein the historical activity data comprises at least one of destination information, target user information, activity content, reach channel information, and operational resource information, wherein each data corresponds to a tag information.
The method of claim 1, wherein the activity preference information comprises a plurality of activity types and a preference level corresponding to each activity type; the determining the users to be pushed according to the activity information to be pushed and the activity preference information of each user comprises the following steps:

acquiring an activity type corresponding to the activity information to be pushed as a type to be pushed;

searching the preference degree of each user corresponding to the activity type matched with the type to be pushed;

and determining the users to be pushed according to the preference degree corresponding to each user.
The method according to claim 9, wherein the determining users to be pushed according to the preference degree corresponding to each user comprises:

and searching the user with the corresponding preference degree meeting the specified conditions in each user to serve as the user to be pushed.
The method according to claim 10, wherein the preference degree is a preference value, the greater the preference value of the activity type indicates that the greater the preference degree of the user for the activity type, and the searching for the user whose corresponding preference degree satisfies a specified condition from among each of the users as the user to be pushed includes:

and searching the user with the corresponding preference value larger than the specified threshold value in each user to serve as the user to be pushed.
The method according to claim 10, wherein the step of searching for, as the user to be pushed, the user whose corresponding preference degree satisfies the specified condition from among the users comprises:

searching users with corresponding preference degrees meeting specified conditions from each user as alternative users;

acquiring user data of each user in the alternative users;

and determining users to be pushed from the alternative users according to the user data.
The method of claim 12, wherein the user data includes activity, and wherein determining the user to be pushed from the alternative users according to the user data comprises:

and searching the users with the liveness meeting the specified liveness condition from the alternative users as the users to be pushed.
The method according to any one of claims 1 to 13, wherein the pushing the activity information to be pushed to the user terminal corresponding to the user to be pushed includes:

determining an application program for receiving the activity information to be pushed;

and pushing the activity information to be pushed to an application program corresponding to the user to be pushed, and indicating the application program to display the activity information to be pushed.
The method according to claim 14, wherein the pushing the activity information to be pushed to the application program corresponding to the user to be pushed comprises:

acquiring the running state of an application program corresponding to a user to be pushed;

and if the running state meets the specified running condition, pushing the activity information to be pushed to an application program corresponding to the user to be pushed.
The method according to claim 15, wherein if the operating state meets a specified operating condition, pushing the activity information to be pushed to an application program corresponding to the user to be pushed, and instructing the application program to display the activity information to be pushed comprises:

and if the running state is a background running state, pushing the activity information to be pushed to an application program corresponding to the user to be pushed, and indicating the application program to display the activity information to be pushed when the background running state is switched to a foreground running state.
The method according to any one of claims 1 to 16, wherein determining the users to be pushed according to the activity information to be pushed and the activity preference information of each user comprises:

acquiring attribute information of each user;

and determining the users to be pushed according to the activity information to be pushed, the activity preference information of each user and the attribute information.
An information pushing apparatus, comprising:

the first acquisition unit is used for acquiring activity information to be pushed;

the second acquisition unit is used for acquiring activity preference information of each user, wherein the activity preference information is determined according to historical activity operation data of the user in advance;

the determining unit is used for determining the users to be pushed according to the activity information to be pushed and the activity preference information of each user;

and the pushing unit is used for pushing the activity information to be pushed to the user terminal corresponding to the user to be pushed.
An electronic device, comprising:

one or more processors;

a memory;

one or more applications, wherein the one or more applications are stored in the memory and configured to be executed by the one or more processors, the one or more programs configured to perform the method of any of claims 1-17.
A computer-readable storage medium, characterized in that the readable storage medium stores program code executable by a processor, the program code causing the processor to perform the method of any one of claims 1-17 when executed by the processor.