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Information processing method, device and system

An information processing method and relationship technology, applied in the field of information processing methods, devices and systems, can solve the problems of not reflecting the effect of brand building of marketing activities, waste of resources, difficult to measure effectiveness, etc., so as to reduce manual intervention or subjective experience. the effect of reducing waste of resources

Pending Publication Date: 2021-08-24
ALIBABA GRP HLDG LTD
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0004] In the existing technology, after the brand side carries out a marketing campaign, the effect obtained can only be reflected by the sales volume. However, the sales volume often cannot reflect the effect of the marketing campaign on brand building, so that the brand side aims at brand building. It is difficult to measure the effectiveness of marketing activities, and marketing activities can only be carried out based on subjective experience or even blindly, resulting in a lot of waste of resources

Method used

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  • Information processing method, device and system
  • Information processing method, device and system
  • Information processing method, device and system

Examples

Experimental program
Comparison scheme
Effect test

Embodiment 1

[0070] First, the first embodiment provides an information processing system, see figure 1 , the system can specifically include:

[0071] The brand equity quantification module 101 is used to collect the user behavior data related to the target brand generated in the target statistical period in various information access channels, and perform brand equity quantification calculation on the target brand according to the user behavior data ;

[0072] A brand data analysis module 102, configured to provide analysis result information about the brand asset according to the user behavior data;

[0073] A marketing resource providing module 103, configured to provide various marketing resource information;

[0074] The brand equity quantification module 101 is also used to provide information on the execution effect of the marketing strategy by comparing the brand equity quantification results in the historical statistical period.

[0075] Among them, the so-called brand equity ...

Embodiment 2

[0110] The second embodiment provides an information processing method for the functions provided by the specific brand equity quantification module, see Figure 8 , the method may specifically include:

[0111] S801: Obtain user behavior data related to the target brand generated within the target statistical period in various information access channels;

[0112] S802: Carry out quantitative calculation of the brand equity of the target brand according to the user behavior data;

[0113] S803: Display the quantified information of the brand equity, and provide information on the change of the quantitative results of the brand equity in the historical statistical period.

[0114] Specifically, the corresponding score may be determined according to the type and occurrence times of the user behavior, and the brand equity quantification result of the brand may be calculated through the accumulation of the scores.

[0115] During specific implementation, multiple user sets that...

Embodiment 3

[0126] In the above-mentioned embodiments, a scheme of periodically performing quantitative calculation of brand equity is provided, but in practical applications, it is also possible to perform quantitative calculation of brand equity under the trigger of a specific instruction. Such instructions may include user instructions, among others. Specifically, this third embodiment also provides another information processing method, see Figure 9 , the method may specifically include:

[0127] S901: Receive a trigger instruction for performing quantitative calculation of brand equity on the target brand;

[0128] S902: Obtain user behavior data related to the target brand generated in various information access channels;

[0129] S903: Carry out quantitative calculation of the brand equity of the target brand according to the user behavior data;

[0130] S904: return the brand equity quantification calculation result.

[0131] Specifically, when performing quantitative calcula...

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Abstract

The embodiment of the invention discloses an information processing method, device and system, and the system comprises: a brand asset quantification module which is used for obtaining user behavior data related to a target brand and generated in a target statistical period in a plurality of information contact channels, and carrying out the brand asset quantification calculation of the target brand according to the user behavior data; the brand data analysis module that is used for providing analysis result information about the influence factors of the brand assets according to the user behavior data; the marketing resource providing module that is used for providing various marketing resource information; and the brand asset quantification module is also used for providing execution effect information of the marketing strategy by comparing brand asset quantification results in a historical statistical period. According to the embodiment of the invention, a brand party can be assisted to efficiently realize the integration of product and marketing, and the resource waste is reduced.

Description

technical field [0001] The present application relates to the technical field of information processing, in particular to an information processing method, device and system. Background technique [0002] A brand is an intangible asset that brings a premium to the owner and generates added value. Its carrier is the name, term, symbol, sign or design and its combination used to distinguish it from other competitors' products or services. The source comes from the impression of its carrier formed in the minds of consumers. Therefore, what a brand carries is more the recognition of some people for its products and services, and it is a product derived from the interaction between brand owners and customer behaviors. [0003] The purpose of brand image building is to hope that the brand can be known to more people, so the brand can work hard on product quality, work hard on after-sales service, do more publicity in brand marketing, and so on. With regard to brand marketing, tr...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06Q30/02
CPCG06Q30/0278
Inventor 刘建文陈超宋丕宇孙晶晶刘玲媚郭志凌宋天麒严雯迪
Owner ALIBABA GRP HLDG LTD
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