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WO2018121238A1 - Procédé et dispositif de gestion d'événement en fonction d'un comportement d'utilisateur - Google Patents

Procédé et dispositif de gestion d'événement en fonction d'un comportement d'utilisateur Download PDF

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Publication number
WO2018121238A1
WO2018121238A1 PCT/CN2017/115588 CN2017115588W WO2018121238A1 WO 2018121238 A1 WO2018121238 A1 WO 2018121238A1 CN 2017115588 W CN2017115588 W CN 2017115588W WO 2018121238 A1 WO2018121238 A1 WO 2018121238A1
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Prior art keywords
event
tree
user
template
identifier
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Ceased
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PCT/CN2017/115588
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English (en)
Chinese (zh)
Inventor
栾天
王纲明
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Individual
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    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L41/00—Arrangements for maintenance, administration or management of data switching networks, e.g. of packet switching networks
    • H04L41/14—Network analysis or design
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/90—Details of database functions independent of the retrieved data types
    • G06F16/95—Retrieval from the web
    • G06F16/955—Retrieval from the web using information identifiers, e.g. uniform resource locators [URL]
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements

Definitions

  • the present invention relates to event processing based on user behavior.
  • Internet users may start from contacting the APP, and user behaviors such as “downloading”, “installing”, “registering”, “in-app purchase”, “uninstalling”, etc. may occur.
  • user behaviors such as “downloading”, “installing”, “registering”, “in-app purchase”, “uninstalling”, etc.
  • the advertiser only pays commissions for the channels or network fed advertisements for “registration” and “app purchases”, in the actual promotion process, if these behaviors are not checked for each other, some will appear.
  • “Download”, “installation” behavior but the phenomenon of "registration” behavior cheating.
  • the prior art solution tracks these behaviors, but does not remove the behavior that does not meet the advertiser’s expectations based on the flexible constraints imposed by the advertiser, providing accurate data that meets the advertiser’s expectations, and Causes advertisers to lose commission payments and deliver inventory losses for invalid behavior.
  • the present invention has been made in view of the above deficiencies of the prior art to alleviate or eliminate one or more of the deficiencies of the prior art.
  • an event processing method based on user behavior including: receiving an event processing request, where the event processing request includes an event identifier and a user identifier; and performing, according to the event identifier and the user identifier, User matching, determining an event tree template and a user event tree corresponding to the user identifier; checking an event constraint relationship according to the user event tree and the event tree template, determining whether an event in the event request is valid; Processing is performed and the event is logged into the user event tree.
  • an event processing apparatus based on user behavior, comprising: an event request receiving unit, receiving an event processing request, the event processing request including an event identifier and a user identifier; and an event tree determining unit, according to The event identifier and the user identifier are matched by the user, and the event tree template and the user event tree corresponding to the user identifier are determined; the effective event determining unit checks the event according to the user event tree and the event tree template. a constraint relationship, determining whether an event in the event request is valid; a valid event processing unit, processing the valid event, and logging the event to the user Event tree.
  • certain Internet spoofing behaviors can be detected and can be flexibly configured.
  • FIG. 1 shows a schematic diagram of a user behavior based event processing method in accordance with an embodiment of the present invention.
  • FIG 2 shows an example diagram of an event tree template in accordance with an embodiment of the present invention.
  • Figure 3 illustrates an embodiment of an application for Internet ad tracking in accordance with the present invention, setting event attributes for each event node.
  • FIG. 4 is a schematic diagram of an event processing device based on user behavior in accordance with an embodiment of the present invention.
  • FIG. 1 shows a schematic diagram of a user behavior based event processing method in accordance with an embodiment of the present invention.
  • an event processing request is first received in step 101, and the event processing request includes information such as an event identifier, a user identifier, and the like.
  • the user identifier in the request is processed using the received event
  • the identification and event identification are matched by the user, and the user tree template and the user event tree established for the user are determined.
  • step 103 according to the found event tree template and the user event tree, the event constraint relationship is checked to determine whether the event request is valid. Further, effective event processing is performed at step 104, and finally at step 105, the valid event is entered into the user event tree.
  • User behavior includes Internet user behavior, as well as user behavior within the mobile app.
  • the event tree includes event nodes, and event attributes are set for each event node. These event nodes include a root event node, a sub-event node, and an end event node.
  • the root event is the initial event, and the event tree begins to generate when the initial event occurs.
  • event 1 is the initial event.
  • a sub-event is an event that occurs only if a root event or a superior sub-event (parent event) occurs, which is a sub-event or root event that indicates the end of the event tree.
  • the event tree template has only one node.
  • the arrow establishes the parent-child relationship between events, the tail of the arrow connects to the parent event, the head points to the child event, and the parent event is the pre-event of the child event.
  • An event with no sub-events can be set to terminate the event, ie the termination event should be the last event of its branch. A termination event is not allowed to occur multiple times.
  • event 2 to event 8 and the like are sub-events, and events M, X, and Y are end events.
  • events M, X, and Y are end events.
  • the user event tree can be a relational database method known in the art, a tree diagram Method and so on.
  • Figure 3 illustrates an embodiment of an application for Internet ad tracking in accordance with the present invention, setting event attributes for each event node. It should be noted that the event attribute is merely illustrative, and those skilled in the art can change the attribute item according to actual needs, and increase and decrease the attribute item.
  • the attributes set for each node include event name, event description, event status, event unique identifier, event tracking mode, whether it is a private event, event-based revenue model, event-based spending mode, whether Allows the event to occur multiple times, confirms the criteria for the event to be valid, and whether it is an end event. The following is explained one by one.
  • Event Name Used to clarify the name of the user's behavior.
  • the name is: installation behavior.
  • Event Description Describe some constraints or considerations for Internet user behavior. As described, it is only valid if the installation is successful and open.
  • Event Status Used to clarify the active status of the event in the tracking system.
  • the event is tracked normally during the internet ad tracking process.
  • the event is ignored and skipped during the internet ad tracking process.
  • an event corresponding to the promotion activity of an e-commerce during the celebration period is valid only during the activity period, and the event is set as an active event; when the celebration activity ends, the event is set as an inactive event.
  • Event Unique Identifier Used to confirm that the Internet user behavior is indeed the unique identifier of the event during the tracking process.
  • Event tracking method During the process of tracking Internet advertisements, advertisers can choose to track advertisements according to actual needs, including but not limited to the following ways:
  • VI. Whether it is a private event Set whether the current event is allowed to serve advertising channels, using the tracking system for tracking.
  • A. Select Allow which means that the advertising channel can track the event using a third-party tracking system.
  • Event-based revenue model Set the revenue model of advertisers, advertising networks or advertising channels in Internet tracking, including but not limited to the following:
  • A.RPA Revenue PerAction, which earns revenue for every action that occurs for Internet users.
  • B.RPS Revenue Per Sale, which earns a certain percentage of revenue for each payment share generated by Internet users.
  • D.RPM Revenue Per Thousand Impression, which earns revenue per thousand views generated by Internet users.
  • Event-based spending model Set the spending mode of advertisers, advertising network or advertising channels in Internet tracking, including but not limited to the following:
  • CPA Cost Per Action, commissioned for each behavior that occurs for Internet users.
  • CPS Cost Per Sale, which is based on a certain percentage of commissions paid for each payment generated by Internet users.
  • C Cost Per Click, commission for each click generated by Internet users.
  • CPM Cost Per Thousand Impression, commission per thousand views generated by Internet users.
  • IX Whether the event is allowed to occur multiple times: Set whether to allow the Internet user behavior corresponding to the event to occur multiple times. If the installation or registration event occurs only once for the same Internet user, the website or in-app purchase event will occur multiple times.
  • X. Whether to pay the property set a valid Internet user behavior, under which standards will be commissioned according to the advertising campaign, and so on. Examples are: “Download”, “Install and Open”, “Add to Shopping Cart”, etc.
  • Whether it is an end event whether the current event is an end event, if it is an end event, then other different Internet user behaviors occur, and the behavior tracking for this Internet user ends. For example, after "uninstalling” or "deleting an account", the purchase occurs again, and it is expected to be tracked and paid according to the settings of the advertiser, the advertising network, or the advertising channel.
  • the event tree template when the event is found to be a valid event according to an event tree template, for example, the event tree template has the event, and the event is an initial event, if there is no user event corresponding to the user identifier.
  • a tree creates a user event tree corresponding to the user ID.
  • the event is a valid event and is an end event
  • the user event tree corresponding to the user identifier is completed.
  • the event is determined to be a valid event, and a new user event tree is additionally created for the user.
  • the event in the event processing request is determined to be a non-recurring event
  • the event in the event processing request is determined to be an invalid event
  • each node in the event tree template, is set with an active attribute, and when an event in the event processing request is determined to be an inactive event according to the event tree template, the event The event in the processing request is determined to be an invalid event.
  • an event in the event processing request is determined to be required to be a root event or a one or more sub-events as a pre-event according to the event tree template, In the event tree, if the pre-event does not occur, the event in the event processing request is determined to be an invalid event.
  • the event tree is an Internet advertisement event tree, and each node is set with a payment attribute and a traceable attribute, and when an event in the event processing request is determined to be payable, Describe the effective event processing package The payment is made for the event; when the event in the event processing request is determined to be an untrackable event, the event is determined to be an invalid event.
  • the creation of the event tree depends on the target application promoted by the advertisement.
  • the event tree is different for different applications.
  • the event tree can be built based on the target application as follows:
  • Identify events Which events should be included in the event tree, related to the target application of the ad. Identify the events that need to be tracked from the user behavior of the target application. E.g:
  • Define attributes Define the attributes of an event based on business characteristics and advertising requirements.
  • Establish relationships Establish dependencies and constraints between events based on business characteristics and advertising requirements.
  • an event processing apparatus based on user behavior includes an event request receiving unit 401, an event tree determining unit 402, an effective event determining unit 403, and a valid event processing unit 404.
  • the event request receiving unit 401 receives an event processing request, the event processing request including an event identifier and a user identifier.
  • the event tree determining unit 402 performs user matching according to the event identifier and the user identifier, and determines an event tree template and a user event tree corresponding to the user identifier.
  • the valid event determining unit 403 checks the event constraint relationship according to the user event tree and the event tree template, and determines whether the event in the event request is valid.
  • the valid event processing unit 404 performs the effective event And log the event into the user event tree.
  • the event tree includes a root event, a sub-event, and an end event, where the root event is a start event of the event tree, and the sub-event is only a root event or a superior sub-event An event that occurs reasonably occurs, the end event being a sub-event or a root event indicating the end of the event tree, the root event, the sub-event, and the end event constituting a node of the event tree,
  • Each node in the event tree template has a set node property. Examples of event tree templates and examples of node properties can be found in the description above.
  • the user behavior based event processing apparatus may further include user event tree generating means, when the event is determined to be a valid event according to the event tree template, if there is no user event tree corresponding to the user identifier, the user event tree is generated The device creates a user event tree corresponding to the user identification.
  • the user behavior based event processing apparatus may further include a user event tree completion identification means, when the event is determined to be a valid event according to the event tree template and is an end event, the user event tree corresponding to the user identifier is identified as End state. After the flag is marked as the completion state, the event related to the tag user event tree in the event processing request is judged to be an invalid event by the valid event judging unit 403.
  • each node is set with a recurring occurrence attribute, and according to the event tree template, an event in the event processing request is determined to be a non-recurring event, and In the user event tree, the event has occurred, and the valid event determining unit 403 determines that the event in the event processing request is determined to be an invalid event.
  • each node is set with an active attribute.
  • the valid event determining unit 403 processes the event.
  • the event in the request is determined to be an invalid event.
  • the valid event judging unit 403 determines that the event in the event processing request is determined to be an invalid event.
  • the user behavior-based event processing apparatus is executed on a third-party tracking system server, and each node is set with a payment attribute, a payment mode attribute, and a traceable attribute.
  • the effective event processing unit 404 processes the valid event including paying for the event according to the payment method specified by the payment mode attribute; when the event in the event processing request The event is determined to be an invalid event when it is determined to be an untrackable event.
  • a constraint relationship is established for an originally dispersed and fragmented behavior of an Internet user, which can prevent fraud in user behavior.
  • the number of events and the constraint relationship tree branch are not limited, and thus can be configured very flexibly.
  • the event tree template and the user event tree are separated, so that the establishment and modification of the event tree is very convenient, and is suitable for large-scale use.

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Abstract

L'invention concerne un procédé de gestion d'événement fondé sur un comportement d'utilisateur comprenant : la réception d'une demande de traitement d'événement (101), la demande de traitement d'événement comprenant un identifiant d'événement et un identifiant d'utilisateur ; la réalisation d'une mise en correspondance d'utilisateur en fonction de l'identifiant d'événement et de l'identifiant d'utilisateur (102) ; la détermination d'un modèle d'arbre d'événement et d'un arbre d'événement d'utilisateur correspondant à l'identifiant d'utilisateur ; la vérification d'une relation de contrainte d'événement en fonction de l'arbre d'événement d'utilisateur et du modèle d'arbre d'événement et la détermination d'un événement si la demande est valide ; et la gestion de l'événement valide (104) et l'enregistrement de l'événement dans l'arbre d'événement d'utilisateur (105).
PCT/CN2017/115588 2016-12-26 2017-12-12 Procédé et dispositif de gestion d'événement en fonction d'un comportement d'utilisateur Ceased WO2018121238A1 (fr)

Applications Claiming Priority (2)

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CN201611216671.7 2016-12-26
CN201611216671.7A CN108241666B (zh) 2016-12-26 2016-12-26 基于用户行为的事件处理方法和装置

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CN109858870A (zh) * 2018-12-24 2019-06-07 万翼科技有限公司 一种事件管理方法、系统以及一种存储装置
CN116431366B (zh) * 2023-06-07 2023-10-31 北京集度科技有限公司 行为路径分析方法、系统、存储端、服务端及客户端

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CN103020840A (zh) * 2011-10-04 2013-04-03 微软公司 针对社交媒体营销活动的激励优化
CN104299151A (zh) * 2014-09-28 2015-01-21 新浪网技术(中国)有限公司 网络广告流量分配系统和方法

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