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A spillover effect analysis method between online access channels based on network access log data

An access channel and network access technology, applied in the field of spillover effect analysis between online access channels, can solve the problems of ignoring follow-up behaviors, ignoring time effects, etc., to achieve the effect of strengthening practical and theoretical significance and improving scientificity

Active Publication Date: 2020-07-03
FOCUS TECH +1
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  • Claims
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Problems solved by technology

However, such a research process ignores the follow-up behavior of users who click on the advertisement to enter the website, especially the purchase behavior after entering the website through the advertisement. Considering that the ultimate purpose of advertising is to increase sales, the existing evaluation methods of advertising effects are more important than sales. There are gaps in impact research
In addition, although some studies are based on the follow-up behavior data of users entering the website through advertisements, the impact of time on user behavior is ignored (patent application number: CN107665444A)

Method used

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  • A spillover effect analysis method between online access channels based on network access log data
  • A spillover effect analysis method between online access channels based on network access log data
  • A spillover effect analysis method between online access channels based on network access log data

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Embodiment Construction

[0044] The present invention will be further described below in conjunction with accompanying drawing and exemplary embodiment:

[0045] figure 1 Describes how to implement the entire process of spillover effect analysis between online access channels based on network access log data. The specific implementation is as follows:

[0046] Step 101: Obtain network access log data of a certain enterprise that places online advertisements within a certain period of time (one year or more). Specifically, because users will perform a series of network click behaviors when visiting corporate websites (mostly e-commerce websites), companies will pass certain rules, such as according to the click time, the network IP address when the user clicks, and the user's IP address. The source web page, the user's access request web page, etc., record the user's access click behavior and store it in the network log database, resulting in the generation of network access log data. This type of dat...

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Abstract

The invention discloses an overflow effect analysis method between online access channels based on network access log data, which is characterized in that the method comprises the following steps: extracting click behavior and purchase behavior of a user after entering a website from a specific access channel based on access log data in an enterprise log database of an electronic commerce website;from the user's channel click behavior and purchase behavior, two kinds of variables are extracted and counted, which are the number of hits and the number of purchase transformations of each visiting channel of the website, and the time series data are formed in weekly units. The multivariate time series analysis method in econometrics is extended to the field of marketing, and the spillover effect and synergetic dynamics between channels are simulated by consumer behavior modeling, and the specific correlation, causality and interaction form are obtained. The invention provides scientific decision support for enterprises (especially e-commerce enterprises) investing in network advertisement in various fields when distributing channel resources.

Description

technical field [0001] The invention relates to the technical field of the Internet, in particular to a method for analyzing spillover effects between online access channels based on network access log data. Background technique [0002] The rapid development of online advertising not only brings customer flow to enterprises, but also generates high advertising costs. Whether advertising investment is worthwhile has become a question that every enterprise that conducts online advertising marketing needs to explore. How to analyze and evaluate the impact of online advertising channels and benefits are the focus of ongoing discussions among marketing practitioners and researchers. The impact of online advertising is generally divided into immediate effect (short-term effect), legacy effect (long-term effect) and spillover effect (interaction effect). Immediate effect means that the advertisement will produce an effect immediately after it is launched, which will promote the g...

Claims

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Application Information

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Patent Type & Authority Patents(China)
IPC IPC(8): G06Q10/06G06Q30/02
CPCG06Q10/0639G06Q30/0256G06Q30/0277
Inventor 周天瑜李莉邹苇夏静张久琳
Owner FOCUS TECH
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