CN117745129A - Novel user grade evaluation management method and device, electronic equipment and medium - Google Patents
Novel user grade evaluation management method and device, electronic equipment and medium Download PDFInfo
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Abstract
The invention discloses a novel user grade evaluation management method, a device, electronic equipment and a medium, which comprise the following steps: acquiring user behavior data, and preprocessing the user behavior data to obtain user evaluation data; determining a consumption evaluation index and an interaction evaluation index of a user according to the user evaluation data; and weighting and integrating the consumption evaluation index and the interaction evaluation index to obtain a comprehensive user score, and determining the user evaluation grade according to the comprehensive user score. In summary, the invention realizes accurate user value analysis by comprehensively scoring the users by using the consumption evaluation index and the interaction evaluation index, determining the user evaluation grade according to the comprehensive score and comprehensively analyzing and evaluating the consumption behavior and the interaction behavior of the users.
Description
Technical Field
The invention relates to the field of marketing management, in particular to a novel user grade evaluation management method, a novel user grade evaluation management device, electronic equipment and a computer readable storage medium.
Background
With the development of electronic commerce, many merchants analyze the consumption behavior of users to evaluate the value of the users and push corresponding preferential activities to promote consumption. The conventional RFM analysis model has a certain effectiveness in terms of evaluation of user value and loyalty analysis, but mainly focuses on the consumption behavior and the consumption amount of users, ignoring the important factor of user interaction. With the development of the electronic commerce software technology, diversified interaction scenes are developed for various shopping software, and the interaction behavior of a user when browsing commodities also reflects the consumption willingness and the user value to a certain extent. Therefore, the existing RFM analysis model is difficult to adapt to the current diversified user requirements and interaction scenes, and cannot perform user analysis and layering comprehensively and accurately, so improvement is needed.
Disclosure of Invention
In view of the foregoing, it is necessary to provide a novel user level evaluation management method, apparatus, electronic device and computer readable storage medium for solving the technical problem that the prior art ignores the user interaction behavior characteristics and cannot perform user analysis and layering comprehensively and accurately.
In order to solve the above problems, in one aspect, the present invention provides a novel user rating evaluation management method, including:
acquiring user behavior data, and preprocessing the user behavior data to obtain user evaluation data;
determining a consumption evaluation index and an interaction evaluation index of a user according to the user evaluation data;
and weighting and integrating the consumption evaluation index and the interaction evaluation index to obtain a comprehensive user score, and determining the user evaluation grade according to the comprehensive user score.
Further, the user behavior data includes consumption behavior data and interaction behavior data.
Further, preprocessing the user behavior data to obtain user evaluation data, including:
performing data cleaning on the user behavior data to remove missing values, abnormal values and repeated values of the user behavior data;
performing data deduplication on the user behavior data to remove repeated records of the user behavior data;
and carrying out format standardization operation and normalization operation on the user behavior data to obtain user evaluation data.
Further, determining a consumption evaluation index and an interaction evaluation index of the user according to the user evaluation data includes:
determining consumption evaluation indexes of the user according to the consumption behavior data, wherein the consumption evaluation indexes comprise recent consumption intervals, consumption frequency and consumption amount;
and determining an interactive evaluation index of the user according to the interactive behavior data.
Further, weighting and synthesizing the consumption evaluation index and the interaction evaluation index to obtain a comprehensive score of the user, including:
carrying out dimensionless treatment on the consumption evaluation index and the interaction evaluation index to the same magnitude, so as to obtain a consumption standard evaluation index and an interaction standard evaluation index;
and weighting and combining the consumption standard evaluation index and the interaction standard evaluation index to obtain the comprehensive score of the user.
Further, determining a user rating level according to the user composite score includes:
setting user evaluation grades, wherein each user evaluation grade corresponds to a comprehensive user scoring threshold;
and determining the user evaluation grade according to the user comprehensive score and the user comprehensive score threshold corresponding to each user evaluation grade.
Further, the novel user grade evaluation management method further comprises the following steps:
and setting marketing strategies of each grade, and determining the marketing strategy of the corresponding grade according to the evaluation grade of the user.
On the other hand, the invention also provides a novel user grade evaluation management device, which comprises:
the data acquisition unit is used for acquiring user behavior data and preprocessing the user behavior data to obtain user evaluation data;
the user index evaluation unit is used for determining a consumption evaluation index and an interaction evaluation index of the user according to the user evaluation data;
and the evaluation grade determining unit is used for weighting and integrating the consumption evaluation index and the interaction evaluation index to obtain a comprehensive user grade, and determining the user evaluation grade according to the comprehensive user grade.
In another aspect, the invention also provides an electronic device comprising a memory and a processor, wherein,
a memory for storing a computer program;
and the processor is coupled with the memory and used for executing the computer program to realize the steps in the novel user grade evaluation management method.
In another aspect, the present invention also provides a computer readable storage medium having a computer program stored thereon, which when executed by a processor, implements the steps in the above-described novel user level evaluation management method.
Compared with the prior art, the beneficial effects of adopting the embodiment are as follows: according to the invention, the user is comprehensively scored by using the consumption evaluation index and the interaction evaluation index, the user evaluation grade is determined according to the comprehensive score, and the comprehensive analysis and evaluation of the consumption behavior and the interaction behavior of the user are realized, so that the accurate user value analysis is realized.
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In order to more clearly illustrate the technical solutions of the embodiments of the present invention, the drawings that are needed in the description of the embodiments will be briefly described below, it being evident that the drawings in the following description are only some embodiments of the present invention, and that other drawings may be obtained according to these drawings without inventive effort for a person skilled in the art.
FIG. 1 is a flow chart of an embodiment of a novel user rating management method provided by the present invention;
FIG. 2 is a schematic diagram illustrating a configuration of an embodiment of a novel user rating management device according to the present invention;
fig. 3 is a schematic structural diagram of an embodiment of an electronic device provided by the present invention.
Detailed Description
The technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the accompanying drawings in the embodiments of the present invention. It will be apparent that the described embodiments are only some, but not all, embodiments of the invention. All other embodiments, which can be made by those skilled in the art based on the embodiments of the invention without making any inventive effort, are intended to be within the scope of the invention.
It should be understood that the drawings of the schematic drawings are not drawn to scale. A flowchart, as used in this disclosure, illustrates operations implemented according to some embodiments of the present invention. It should be appreciated that the operations of the flow diagrams may be implemented out of order and that steps without logical context may be performed in reverse order or concurrently. Moreover, one or more other operations may be added to or removed from the flow diagrams by those skilled in the art under the direction of the present disclosure.
Some of the block diagrams shown in the figures are functional entities and do not necessarily correspond to physically or logically separate entities. These functional entities may be implemented in software or in one or more hardware modules or integrated circuits or in different networks and/or processor systems and/or microcontroller systems.
Reference herein to "an embodiment" means that a particular feature, structure, or characteristic described in connection with the embodiment may be included in at least one embodiment of the invention. The appearances of such phrases in various places in the specification are not necessarily all referring to the same embodiment, nor are separate or alternative embodiments mutually exclusive of other embodiments. Those of skill in the art will explicitly and implicitly appreciate that the embodiments described herein may be combined with other embodiments.
Fig. 1 is a schematic diagram of a novel user rating management method according to the present invention, where, as shown in fig. 1, the novel user rating management method includes:
s101, acquiring user behavior data, and preprocessing the user behavior data to obtain user evaluation data;
s102, determining consumption evaluation indexes and interaction evaluation indexes of a user according to user evaluation data;
and S103, weighting and integrating the consumption evaluation index and the interaction evaluation index to obtain a comprehensive user score, and determining the user evaluation grade according to the comprehensive user score.
Specifically, in the novel user grade evaluation management method provided by the invention, the user is comprehensively scored by using the consumption evaluation index and the interaction evaluation index, the user evaluation grade is determined according to the comprehensive score, and the comprehensive analysis and evaluation of the consumption behavior and the interaction behavior of the user are realized, so that the accurate user value analysis is realized.
In a specific embodiment of the present invention, the user behavior data includes consumption behavior data and interaction behavior data.
Specifically, in order to realize comprehensive and accurate analysis of the user, the invention collects consumption behavior data and interaction behavior data of the user in a period of time in a database, an API interface and other modes, wherein the consumption behavior data comprises consumption time, consumption amount and the like, and the interaction behavior data comprises praise rate, comment rate, forwarding rate, search rate and the like.
In a specific embodiment of the present invention, preprocessing user behavior data to obtain user evaluation data includes:
performing data cleaning on the user behavior data to remove missing values, abnormal values and repeated values of the user behavior data;
performing data deduplication on the user behavior data to remove repeated records of the user behavior data;
and carrying out format standardization operation and normalization operation on the user behavior data to obtain user evaluation data.
Specifically, data cleaning, deduplication, and the like, and format conversion preprocessing operations are required for the collected data to facilitate subsequent processing and analysis.
Wherein the data cleansing process aims at deleting invalid, incomplete or erroneous data, such as missing values, outliers or duplicate values. For missing values, data filling may be performed by interpolation, regression, or other methods; for outliers, they may be replaced with average, median, or inferred from existing data; for the repeated value, for example, the consumption amount in a certain piece of user behavior data is recorded repeatedly, and the repeated value can be deleted or combined according to specific conditions.
In addition, because there may be duplicate data records in the dataset, such as records of a user purchasing a commodity, all recorded in different data sources, two duplicate data records are generated when the data is collated, so that data deduplication is required to delete the duplicate data to reduce the data volume of the dataset and avoid confusion in subsequent analysis.
The data is then subjected to format normalization operations, such as converting the date fields to a uniform date format, or merging and sorting the data from different sources, in order to make the data easier to analyze and visualize. The range of data is then adjusted to between 0 and 1 based on min-max normalization. The method comprises the following specific steps: find the minimum value min and maximum value max of each index, then convert according to the following formula:
normalized_value＝(original_value-min)/(max-min)
where original_value represents an initial value, and normalized_calue represents a normalized value.
In a specific embodiment of the present invention, determining a consumption evaluation index and an interaction evaluation index of a user according to user evaluation data includes:
determining consumption evaluation indexes of the user according to the consumption behavior data, wherein the consumption evaluation indexes comprise recent consumption intervals, consumption frequency and consumption amount;
and determining an interactive evaluation index of the user according to the interactive behavior data.
Specifically, according to the preprocessed data, calculating RFMI indexes of the client, wherein the RFMI comprises consumption evaluation indexes: recent consumption interval acceptance, consumption Frequency and consumption amount Monnetary, and Interaction evaluation index Interaction.
The recent consumption interval recovery is obtained by calculating the time interval of the last consumption of the client, and generally, a shorter time interval means that the client has a purchasing behavior recently, and the value of the client is higher for enterprises. The Frequency of consumption Frequency is calculated by counting the number of times a customer purchases a commodity in a specific time period, the more times the value of the customer is higher. The consumption amount Monnetary is calculated by calculating the amount of commodity purchased by the customer in a specific time period, and the higher the amount, the higher the value of the customer. The Interaction evaluation index Interaction is an index for measuring the Interaction degree of the user and the content, and comprises a praise rate, a comment rate, a forwarding rate, a browsing rate, a searching rate and the like, and the higher the index is, the better the Interaction effect of the user on the content is, the higher the quality of the content is, and the higher the value of the client is.
In a specific embodiment of the present invention, weighting and integrating the consumption evaluation index and the interaction evaluation index to obtain a user comprehensive score includes:
carrying out dimensionless treatment on the consumption evaluation index and the interaction evaluation index to the same magnitude, so as to obtain a consumption standard evaluation index and an interaction standard evaluation index;
and weighting and combining the consumption standard evaluation index and the interaction standard evaluation index to obtain the comprehensive score of the user.
Specifically, after the consumer evaluation index and the interactive evaluation index of the client are obtained, weighted synthesis is required to calculate the comprehensive score. In the embodiment, firstly, each group of data is mapped to the [0,1] interval through dimensionless treatment respectively, and then weighted addition is carried out after rational amplification. The dimensionless treatment is completed by a min-max normalization formula:
wherein min represents the minimum value in the data, max represents the maximum value in the data, x is the initial data, and x' is the dimensionless data.
Examples data of different magnitudes were normalized to the same magnitude by a dimensionless process and then the number was amplified 100 times.
The user composite score is then calculated by the following formula:
RFMI total score = R value (-1) +f value + M value + I value +100
Wherein, R value represents the recent consumption interval, F value represents the consumption frequency, M value represents the consumption amount, and I value represents the interactive evaluation index. In the embodiment, in order to solve the problem that the statistical dimensions of the R value and the F value, the M value and the I value are different, a weight of negative 1 is set for the R value, and meanwhile, in order to ensure that the result cannot generate negative numbers, 100 is added at last, so that the comprehensive score of the user obtained after the processing can intuitively quantify the user value according to the score.
In a specific embodiment of the present invention, determining a user rating level based on a user composite score includes:
setting user evaluation grades, wherein each user evaluation grade corresponds to a comprehensive user scoring threshold;
and determining the user evaluation grade according to the user comprehensive score and the user comprehensive score threshold corresponding to each user evaluation grade.
In a specific embodiment of the present invention, the novel user rating evaluation management method further includes:
and setting marketing strategies of each grade, and determining the marketing strategy of the corresponding grade according to the evaluation grade of the user.
In particular, the user may be ranked by setting a user rating level and a comprehensive rating threshold for each user rating level, and a marketing strategy for the corresponding level may be determined according to the different rankings. For example, for high value users, custom coupons can be issued and dedicated customer support can be performed to promote service value; for low value users, consumption may be stimulated by providing some basic services and optimization.
In summary, the invention realizes accurate user value analysis by comprehensively scoring the users by using the consumption evaluation index and the interaction evaluation index, determining the user evaluation grade according to the comprehensive score and comprehensively analyzing and evaluating the consumption behavior and the interaction behavior of the users.
Based on the novel user grade evaluation management method provided by the invention, the invention also provides a novel user grade evaluation management device 200, as shown in fig. 2, comprising:
a data acquisition unit 201, configured to acquire user behavior data, and perform preprocessing on the user behavior data to obtain user evaluation data;
a user index evaluation unit 202, configured to determine a consumption evaluation index and an interaction evaluation index of a user according to user evaluation data;
the evaluation level determining unit 203 is configured to weight and integrate the consumption evaluation index and the interaction evaluation index to obtain a comprehensive user score, and determine the evaluation level of the user according to the comprehensive user score.
The novel user level evaluation management device 200 provided in the foregoing embodiment may implement the technical solution in the foregoing novel user level evaluation management method embodiment, and the specific implementation principle of each module or unit may refer to the corresponding content in the foregoing novel user level evaluation management method embodiment, which is not described herein again.
The present invention also provides an electronic device 300, as shown in fig. 3, fig. 3 is a schematic structural diagram of an embodiment of the electronic device provided by the present invention, where the electronic device 300 includes a processor 301, a memory 302, and a computer program stored in the memory 302 and capable of running on the processor 301, and when the processor 301 executes the program, the novel user level evaluation management method is implemented.
As a preferred embodiment, the electronic device further includes a display 303 for displaying the process of executing the new user rating evaluation management method by the processor 301.
The processor 301 may be an integrated circuit chip, and has signal processing capability. The processor 301 may be a general-purpose processor, including a central processing unit (Central Processing Unit, CPU), a network processor (Network Processor, NP), etc.; also digital signal processors (Digital Signal Processor, DSP), application specific integrated circuits (Application Specific Integrated Circuit, ASIC). The disclosed methods, steps, and logic blocks in the embodiments of the present invention may be implemented or performed. A general purpose processor may also be a microprocessor or the processor may be any conventional processor or the like.
The Memory 302 may be, but is not limited to, a random access Memory (Random Access Memory, RAM), a Read Only Memory (ROM), a Secure Digital (SD Card), a Flash Card (Flash Card), etc. The memory 302 is configured to store a program, and the processor 301 executes the program after receiving an execution instruction, and the method for defining a flow disclosed in any of the foregoing embodiments of the present invention may be applied to the processor 301 or implemented by the processor 301.
The display 303 may be an LED display, a liquid crystal display, a touch display, or the like. The display 303 is used to display various information on the electronic device 300.
It is to be understood that the configuration shown in fig. 3 is merely a schematic diagram of one configuration of the electronic device 300, and that the electronic device 300 may also include more or fewer components than those shown in fig. 3. The components shown in fig. 3 may be implemented in hardware, software, or a combination thereof.
The embodiment of the invention also provides a computer readable storage medium, on which a computer program is stored, which when executed by a processor, implements the novel user grade evaluation management method.
In general, the computer instructions for carrying out the methods of the present invention may be carried in any combination of one or more computer-readable storage media. The non-transitory computer readable storage medium may include any computer readable medium, except for the transitory propagating signal itself.
The computer readable storage medium can be, for example, but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, or device, or a combination of any of the foregoing. More specific examples (a non-exhaustive list) of the computer-readable storage medium would include the following: an electrical connection having one or more wires, a portable computer diskette, a hard disk, a Random Access Memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or flash memory), an optical fiber, a portable compact disc read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the foregoing. In the context of this document, a computer readable storage medium may be any tangible medium that can contain, or store a program for use by or in connection with an instruction execution system, apparatus, or device.
The present invention is not limited to the above-mentioned embodiments, and any changes or substitutions that can be easily understood by those skilled in the art within the technical scope of the present invention are intended to be included in the scope of the present invention.
Claims (10)
1. A novel user rating management method, the method comprising:
acquiring user behavior data, and preprocessing the user behavior data to obtain user evaluation data;
determining a consumption evaluation index and an interaction evaluation index of a user according to the user evaluation data;
and carrying out weighted synthesis on the consumption evaluation index and the interaction evaluation index to obtain a user comprehensive score, and determining a user evaluation grade according to the user comprehensive score.
2. The novel user rating management method of claim 1, wherein the user behavior data comprises consumption behavior data and interaction behavior data.
3. The novel user rating management method according to claim 1, wherein the preprocessing the user behavior data to obtain user rating data comprises:
performing data cleaning on the user behavior data to remove missing values, abnormal values and repeated values of the user behavior data;
performing data deduplication on the user behavior data to remove repeated records of the user behavior data;
and carrying out format standardization operation and normalization operation on the user behavior data to obtain user evaluation data.
4. The novel user rating management method according to claim 2, wherein the determining the consumption rating index and the interaction rating index of the user according to the user rating data comprises:
determining a consumption evaluation index of a user according to the consumption behavior data, wherein the consumption evaluation index comprises a recent consumption interval, a consumption frequency and a consumption amount;
and determining an interactive evaluation index of the user according to the interactive behavior data.
5. The method for managing a novel user rating according to claim 1, wherein the weighting and integrating the consumption evaluation index and the interaction evaluation index to obtain a user comprehensive score comprises:
dimensionless processing is carried out on the consumption evaluation index and the interaction evaluation index to the same magnitude, so that a consumption standard evaluation index and an interaction standard evaluation index are obtained;
and weighting and combining the consumption standard evaluation index and the interaction standard evaluation index to obtain a comprehensive score of the user.
6. The novel user rating management method according to claim 1, wherein the determining a user rating based on the user composite score comprises:
setting user evaluation grades, wherein each user evaluation grade corresponds to a comprehensive user scoring threshold;
and determining the user evaluation grade according to the user comprehensive score and the user comprehensive score threshold corresponding to each user evaluation grade.
7. The novel user rating management method according to claim 1, wherein the method further comprises:
and setting marketing strategies of each grade, and determining the marketing strategy of the corresponding grade according to the user evaluation grade.
8. A novel user rating management device, comprising:
the data acquisition unit is used for acquiring user behavior data and preprocessing the user behavior data to obtain user evaluation data;
the user index evaluation unit is used for determining a consumption evaluation index and an interaction evaluation index of a user according to the user evaluation data;
and the evaluation grade determining unit is used for weighting and synthesizing the consumption evaluation index and the interaction evaluation index to obtain a user comprehensive score, and determining the user evaluation grade according to the user comprehensive score.
9. An electronic device comprising a memory and a processor, wherein,
the memory is used for storing a computer program;
the processor, coupled to the memory, is configured to execute a computer program to implement the steps in the novel user rating evaluation management method of any one of claims 1 to 7.
10. A computer-readable storage medium, on which a computer program is stored, characterized in that the computer program, when being executed by a processor, implements the steps of the novel user rating management method of any of claims 1 to 7.
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| WO2023202067A1 (en) * | 2022-04-19 | 2023-10-26 | 中国电信股份有限公司 | Object evaluation method and apparatus, storage medium, and electronic device |
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| CN109242573A (en) * | 2018-09-26 | 2019-01-18 | 湖南人文科技学院 | Evaluation method, device, equipment and the storage medium of APP |
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