CN104077713B - Access need assessment, advertisement sending method and the system of the user of website - Google Patents

Abstract

The invention discloses a demand assessment and advertisement push method and system for users visiting a website. The method includes: after receiving the user's access request, for each preferred channel that reflects the user's needs on the website, the current urgent The number of sessions that the user visits the web page of the preferred channel between the starting moment of the urgency evaluation period and the receiving moment of the access request is taken as the counted number of urgency sessions; After the maximum conversation volume between moments is used as the calculated urgency maximum conversation volume, the first percentage threshold is multiplied by the urgency maximum conversation volume to obtain the urgency conversation volume threshold; for each preference channel, after determining the urgency If the number of sessions exceeds the urgent session volume threshold, it is evaluated that the preferred channel is an urgent category channel. By applying the present invention, user needs can be obtained when the user has no search behavior, and the timeliness and effectiveness of advertisement push can be improved.

Description

Needs assessment, advertisement pushing method and system for users who visit websites

technical field

The invention relates to the technical field of the Internet, in particular to a method and system for assessing the needs of users visiting websites and pushing advertisements.

Background technique

With the development of Internet technology, portals that integrate various application systems, data resources and Internet resources into one information management platform and provide users with a unified user interface have been widely developed, for example, Xinhuanet, Tencent.com , Sina, Fenghuang and so on. The portal website is also called a link page, and mainly provides search services and directory services.

At present, there is a precise advertising delivery method, that is, the shopping website tracks the user's cookie file, and then delivers it through the advertising network controlled by the shopping website. For example, if a user has searched for notebooks on a shopping website, when the user visits other websites that join the ad network controlled by the shopping website, relevant advertisements related to notebooks will be played scrollingly in the advertisement column of the website that the user is currently browsing. In this way, through precise advertising, the exposure of the shopping website is greatly improved, and the expenditure on publicity and market development is reduced.

Inspired by the precise advertising delivery methods of shopping websites, portal websites also hope to provide users with personalized information (or advertisements) to meet their needs and enhance their sense of experience; the premise of providing personalized information recommendations is timely Grasp the needs of users and use them as a data source for information promotion. In the prior art, the portal website can grasp the user's needs and preferences according to the user's search behavior. Need to push relevant advertising content.

However, in practical applications, since the information subject of the portal website is not a consumer product, users have less search behavior on the portal website, and the accuracy of the search keywords entered by the user cannot be guaranteed. method, on the basis of no search behavior by the user, it is impossible to obtain the effective needs of the users who visit the website according to the search results or search keywords.

Moreover, the existing advertisement push according to the obtained demand is carried out after the user searches, that is to say, after the user obtains the information corresponding to the demand in the website search, it may appear that the obtained information can already meet his demand, that is, The information corresponding to the demand is no longer needed in the subsequent access process; if the existing method is used, after obtaining the user's demand, due to the lack of reasonable evaluation of the user's demand level, the user's demand has been met. , will still push the advertising content corresponding to the demand to the user, resulting in poor timeliness and effectiveness of advertising push.

To sum up, the existing advertising push methods have the disadvantages of being unable to effectively obtain user needs when the user has no search behavior, and poor timeliness and effectiveness of advertising push. Therefore, it is necessary to provide a method capable of obtaining user requirements when the user has no search behavior, and improving the timeliness and effectiveness of advertisement push.

Contents of the invention

The embodiment of the present invention provides a demand assessment and advertisement push method and system for users who visit websites, which can obtain user needs when users have no search behavior, and improve the timeliness and effectiveness of advertisement push through the demand assessment results .

According to one aspect of the present invention, a method for evaluating the needs of users visiting a website is provided, including:

After receiving the user's access request to the website, obtain at least one preferred channel reflecting the needs of the user on the website; wherein, the preferred channel is selected from several category channels for the website;

For each preferred channel, count the number of sessions of the user's access to the web page of the current preferred channel between the starting moment of the current urgency evaluation cycle and the receiving moment of the access request, as the counted number of urgency sessions; and

calculating the maximum session volume between the start time of the current urgency assessment period and the receiving time of the access request, as the calculated maximum session volume of urgency, combining the preset first percentage threshold with The calculated urgency maximum conversation volume is multiplied to obtain the urgency conversation volume threshold;

After it is determined that the counted number of urgency conversations exceeds the urgency conversation volume threshold, it is evaluated that the current preferred channel is a category channel of urgent needs.

Preferably, after obtaining the urgency conversation volume threshold, it also includes:

If it is determined that the counted number of urgent sessions does not exceed the threshold of urgent sessions, then:

Taking the number of sessions of the user's access to the webpage of the preferred channel between the starting moment of the current persistence evaluation period and the receiving moment of the access request as the counted number of persistent sessions; and

After using the maximum session volume between the start time of the current persistence evaluation cycle and the receiving time of the access request as the calculated persistent maximum session volume, the preset second percentage threshold and The persistent session volume threshold is obtained after multiplying the maximum persistent session volume;

After it is determined that the number of persistent sessions exceeds the persistent session volume threshold, it is evaluated that the current preferred channel is a category channel of continuous demand.

Preferably, the preferred channel is selected from several category channels for the website, specifically including:

For several categories of channels for the website, according to the number of sessions acquired by the user accessing the web pages of each category channel in the website within the set time period, select the category channel with the highest number of sessions as the user's preference channel, or select a category channel whose number of sessions exceeds a set channel session threshold as the user's preferred channel.

Preferably, after the user's preferred channel is selected, it also includes:

For each preferred channel of the user, the Uniform Resource Locator URL of each web page of the preferred channel accessed by the user within the acquired set time period is used as the preferred URL under the preferred channel; For each preferred URL, find out the attribute value corresponding to the preferred URL under each attribute category from the channel URL attribute library corresponding to the preferred channel; for each found attribute value, count the corresponding attribute value The number of preferred URLs under the preferred channel, and the number of preferred URLs counted as the statistical value corresponding to the attribute value; according to the obtained statistical value corresponding to each attribute value, from the attribute value found At least one attribute value is selected from among, as the preference attribute value under the preference channel used to characterize the user's demand.

According to another aspect of the present invention, there is also provided a website advertisement pushing method, including:

After the website receives the user's access request, it evaluates the needs of the user according to the above-mentioned method for evaluating the needs of users who visit the website;

Using category channels evaluated as urgent needs as search keywords to find out advertisement content that matches the search keywords;

The found advertisement content is played in the advertisement playing column of the webpage returned to the user according to a preset urgent playing scheme.

Preferably, before finding out the advertising content matching the search keyword, it further includes:

For each category channel evaluated as an urgent need, a predetermined preference attribute value under the category channel is acquired, and the acquired preference attribute value is also used as a search keyword.

According to another aspect of the present invention, there is also provided a system for assessing the needs of users who visit the website, including:

The preferred channel acquisition module is configured to acquire at least one preferred channel reflecting the needs of the user on the website after receiving the user's access request to the website, and output an urgent evaluation notice; wherein, the preferred channel is from the website for the Selected from several categories of channels divided by the website;

The number of sessions counting module is configured to, after receiving the urgency assessment notification, count the user's access to the current urgency assessment period between the starting moment of the current urgency assessment period and the receiving moment of the access request for each preferred channel. The number of sessions of the webpage of the preferred channel is used as the counted number of urgent sessions;

A session volume threshold determination module, configured to calculate the maximum session volume between the starting moment of the current urgency assessment cycle and the receiving moment of the access request after receiving the urgency assessment notification, as the calculated After the maximum conversation volume of urgency, multiply the preset first percentage threshold by the calculated maximum conversation volume of urgency to obtain the threshold of conversation volume of urgency and output it;

The user demand assessment module is used to evaluate the current preference for each preferred channel after determining that the number of urgent sessions counted by the session counting module exceeds the urgent session volume threshold output by the session volume threshold determination module The channel is an urgently needed category channel.

Preferably, the user needs assessment module is also used for each preferred channel, after determining that the number of urgent conversations counted by the conversation statistics module does not exceed the urgent conversation volume output by the conversation volume threshold determination module After the threshold, output a continuous evaluation notification to the session statistics module and the session volume threshold determination module; and

The session counting module is further configured to, after receiving the continuous evaluation notification, for each preferred channel, count the user's access to the The number of sessions of the webpage of the preferred channel is used as the counted number of persistent sessions;

The session volume threshold determination module is further configured to use the maximum session volume between the start time of the current persistence evaluation cycle and the receiving time of the access request as the calculated After the persistent maximum session volume, multiply the preset second percentage threshold by the persistent maximum session volume to obtain the persistent session volume threshold;

The user needs assessment module is also used for each preferred channel, after determining that the number of persistent sessions counted by the session number statistics module exceeds the persistent session volume threshold determined by the session volume threshold determination module, evaluate the current Preferred channels are category channels that are in constant demand.

Preferably, the system also includes:

The preferred URL acquisition module is used to select the highest number of sessions according to the number of sessions of the webpages of the various category channels in the website that are accessed by the user within the set time period obtained for the several category channels pre-divided for the website. The category channel is used as the user's preferred channel, or the category channel whose number of sessions exceeds the set channel session threshold is selected as the user's preferred channel; and for each preferred channel, the acquired set time period The URL of each web page of the user's access to the preferred channel is used as the preferred URL under the preferred channel;

The preferred URL attribute value acquisition module is configured to, for each preferred channel, for each preferred URL under the preferred channel obtained by the preferred URL acquisition module, find out the preferred URL from the channel URL attribute library corresponding to the preferred channel. The attribute value corresponding to the preference URL under each attribute category;

The attribute value statistics module is used for counting the number of preferred URLs under the preferred channel corresponding to the attribute value for each attribute value found by the preferred URL attribute value acquisition module, and counting the number of preferred URLs under the preferred channel The number is used as the statistical value corresponding to the attribute value and output;

The user preference acquisition module is configured to, for each preferred channel, select from the attribute values found by the preference URL attribute value acquisition module according to the statistical values corresponding to each attribute value output by the attribute value statistics module At least one attribute value is output as a preferred attribute value under the preferred channel to reflect the user's needs.

According to another aspect of the present invention, a website advertisement pushing system is also provided, including:

The preferred channel acquisition module, the session number statistics module, the session volume threshold determination module, and the user needs assessment module in the needs assessment system of the users who visit the website;

The web page request receiving module is used to send the access request to the preferred channel acquisition module and the request processing module after receiving the user's access request;

The advertisement query module is used to use the category channels evaluated as urgent needs output by the user demand assessment module as search keywords, and find out the advertisement content matching the search keywords;

The request processing module is used to insert the advertisement content found by the advertisement query module into the advertisement content found by the advertisement query module according to the urgent demand evaluation result output by the user demand evaluation module in the advertisement broadcast column of the web page requested by the access request. After that, return the webpage to the user.

In the technical solution of the embodiment of the present invention, when the user has no search behavior, according to the number of times the user visits the webpages of various categories of channels in the website within a set period of time, the preferred channel reflecting the user's needs on the website can be obtained; then, the current The number of sessions that the user visits the web page of the preferred channel between the start time of the urgency evaluation cycle and the time when the access request is received, and the session volume threshold corresponding to the current urgency evaluation cycle, if it is determined that the number of sessions counted exceeds the session If the volume threshold is determined, the user's demand can be evaluated as an urgent demand; otherwise, the user's demand can be evaluated as a continuous demand after it is determined that the number of persistent sessions in the current persistence evaluation cycle exceeds the persistent session volume threshold. And according to the different needs of users, different advertising playback schemes are adopted, which greatly improves the effectiveness and timeliness of advertising push.

Description of drawings

FIG. 1 is a schematic flow diagram of an advertisement pushing method of a website according to an embodiment of the present invention;

FIG. 2 is a schematic flow diagram of a method for obtaining user requirements according to an embodiment of the present invention;

3 is a schematic structural diagram of an advertisement push system of a website according to an embodiment of the present invention;

Fig. 4 is a schematic diagram of various modules for acquiring preferred channels and preferred attribute values according to an embodiment of the present invention.

detailed description

In order to make the object, technical solution and advantages of the present invention clearer, the present invention will be described in further detail below with reference to the accompanying drawings and preferred embodiments. However, it should be noted that many of the details listed in the specification are only for readers to have a thorough understanding of one or more aspects of the present invention, and these aspects of the present invention can be implemented even without these specific details.

As used herein, terms such as "module" and "system" are intended to include computer-related entities such as, but not limited to, hardware, firmware, a combination of hardware and software, software, or software in execution. For example, a module may be, but is not limited to being limited to being, a process running on a processor, a processor, an object, an executable, a thread of execution, a program, and/or a computer. For example, both an application running on a computing device and the computing device could be modules. One or more modules can reside within a process and/or thread of execution.

The inventors of the present invention have found that, with the continuous change of Internet users' needs, websites (such as portal websites and news websites) often divide webpages according to webpage content to form multiple category channels with different attribute classifications. For example, the main page of the portal website is mainly composed of major sections such as financial channels, entertainment channels, automobile channels, and sports channels. In fact, different categories of channels on the website can reflect the different needs and preferences of Internet users. When a user visits a web page of a certain category of channels, it can reflect to a certain extent that the user has a certain interest in the information belonging to the preferred channel or need.

Therefore, the inventor of the present invention considers that when the user has no search behavior, although the website cannot directly obtain the search keywords and search results input by the user; According to the situation, the preferred channel is initially determined to reflect the user's needs on the website.

Further, according to the number of sessions that the user visits the web page of the preferred channel within the set time period, the obtained needs of the users visiting the website can be evaluated to obtain the evaluation result; then, the advertisement is pushed according to the evaluation result of the demand: when When the demand assessment is an urgent demand, the advertisement content corresponding to the urgent demand can be played in the advertisement play bar of the website visited by the user according to the preset urgent play plan; The advertisement content corresponding to the continuous demand is played in the advertisement playing column of the webpage according to the preset continuous playing scheme. In this way, compared with the existing demand acquisition and advertisement push after the user searches, the technical solution of the present invention can determine the user's needs before the user has no search behavior or conducts a search, and can carry out effective and timely advertising according to the evaluation results of the needs. Advertisement push improves the effectiveness and timeliness of advertisement push.

The technical scheme of the present invention will be described in detail below in conjunction with the accompanying drawings.

The embodiment of the present invention provides a method for assessing the needs of users who visit a website, and its specific process, as shown in Figure 1, may specifically include the following steps:

S101: After receiving a user's access request, acquire at least one preferred channel reflecting the needs of the user on the website.

Specifically, after the website receives the user's access request, it can select the number of user sessions according to the number of sessions that the user visits the web pages of each category channel in the website within the set period of time for several categories of channels that are pre-divided for the website. preferred channel.

In fact, for each category channel pre-divided by the website visited by the user, the background of the website can monitor all the pages visited by the user in the preferred channel; therefore, according to the content monitored by the website, the user can count the time set The number of sessions in each channel of the website within the segment; and according to the number of sessions of the user in each channel of the website, the category channel with the highest number of sessions is used as the user's preferred channel. For example, after counting the number of sessions of the user in each channel in the portal website, it is found that the number of sessions of the user on the car channel is higher than that of other channels, then the car channel can be determined as the user's preferred channel.

In practical applications, the user may have more than one interest preference. Therefore, for several categories of channels pre-divided for the website, according to the number of sessions acquired by the user to access the web pages of each category channel in the website within the set time period, the session The category channels whose times exceed the set channel session threshold are all used as the user's preferred channel; wherein, the channel session threshold can be preset by staff based on experience.

More preferably, in order to more accurately reflect the user's needs, it is also possible to further classify each preferred channel according to the URLs of the webpages of the preferred channel within the time period set by the user, and the various attributes of each URL in the preferred channel. Next, select the corresponding attribute value, and select the preference attribute value under the preference channel that can more accurately reflect the needs of the user. In this way, subsequent advertisements corresponding to the selected preference attribute values can be pushed and played, thereby improving the effectiveness of advertisement pushing. The method for selecting the preference attribute value under the preference channel that can more accurately reflect the user's needs will be introduced in detail later.

In the embodiment of the present invention, after obtaining the preferred channel reflecting the user's demand on the website, for each preferred channel of the user, the preferred channel reflecting the user's demand can be evaluated through steps S102-S108.

S102: For each preferred channel, count the number of sessions (that is, the amount of sessions) of the user's access to the web page of the current preferred channel between the initial moment of the current urgency evaluation cycle and the receiving moment of the access request, as the statistically calculated urgency Session count.

Specifically, for each preferred channel, the number of sessions that the user visits the web page of the preferred channel between the start of the current urgency evaluation cycle and the time of receiving the access request can be counted, and the counted number of sessions can be used as a statistical The number of urgent sessions that were issued. It is well known to those skilled in the art how to count the session volume of a user for a certain or some webpages within a certain period of time, and will not be repeated here.

Among them, the urgency assessment period can be preset by the management personnel, for example, the urgency assessment period can be set to 1 day; in this way, the current urgency assessment period is specifically the day when the access request is received, that is, the current urgency The starting time of the evaluation cycle is 0:00 of the day, and the ending time of the current urgency evaluation cycle is 24:00 of the day.

In practical applications, the start time of a session is the time when the user initiates the first access request to the web page of the preferred channel, and the end time is the time after the user initiates the last access request to the web page of the preferred channel plus the preset session tolerance time period; wherein, the session tolerance period is set by those skilled in the art based on experience, for example, it can be set to 30 minutes. In this way, a session starts from the moment when the user initiates the first access request to the channel's webpage until 30 minutes after the user initiates the last access request to the channel's webpage. That is to say, if the idle time after the user's last access request exceeds the session tolerance period of 30 minutes, and no new access request to access the channel's webpage is received, the user's current session is considered to be over.

S103: Calculate the maximum session volume between the start time of the current urgency assessment cycle and the time when the access request is received, and use the calculated maximum session volume as the urgency, and then compare the preset first percentage threshold with the calculated The urgency session volume threshold is obtained by multiplying the maximum session volume of urgency.

Specifically, according to the receiving time of the access request, the starting time of the current urgency assessment period, and the preset session tolerance period, the time interval between the starting time of the current urgency assessment period and the receiving time of the access request can be calculated. Urgency maximum session volume. For example, the urgency maximum session volume MSV between the start time of the current urgency evaluation period and the receiving time of the access request can be calculated according to the following formula 1:

(Formula 1)

In the formula, n is the receiving time of the access request, M is the starting time of the current urgency evaluation period, and X is the session tolerance period. Then, the product of the calculated urgency maximum conversation volume MSV and the preset first percentage threshold is used as the urgency conversation volume threshold of the current urgency evaluation period. Wherein, the first percentage threshold is set by technicians based on experience, and its value range is between 0-1. In practical applications, if the number of sessions between the beginning of the current urgency evaluation period and the receiving time of the access request can reach 75% of the maximum session volume in this period, it is more likely is a user with urgent needs, therefore, the first percentage threshold may be set as 0.75.

S104: For each preferred channel, determine whether the counted number of urgent conversations exceeds the calculated urgent conversation volume threshold, if yes, execute step S105, otherwise, execute step S106.

Specifically, for each preferred channel, the number of sessions of the user's access to the webpage of the preferred channel between the starting time of the current urgency evaluation cycle counted in step S102 and the receiving time of the access request is compared with the number of sessions calculated in step S103 If the counted number of urgent conversations exceeds the threshold of conversations and is smaller than the calculated maximum conversations of urgency, execute step S105; otherwise, execute step S106.

Generally, the number of sessions counted between the start of the current urgency evaluation cycle and the time when the access request is received will be less than the above-mentioned maximum number of urgency sessions; however, when the website is crawled In the case of behavioral interference, the number of sessions counted by the user visiting the web page of the preferred channel may be greater than the above-mentioned maximum session volume of urgency; therefore, if the counted number of sessions of urgency is greater than the maximum session volume of urgency , then it can be considered that the access to the web page of the preferred channel between the initial moment of the current urgency evaluation cycle and the receiving moment of the access request is not a human operation, and there is no need to push advertisements for this user in the future, improving the effectiveness of advertisement pushes sex.

S105: Evaluate the current preferred channel as a category channel with urgent needs.

Specifically, for each preferred channel, after it is determined that the number of sessions counted between the start of the current urgency assessment cycle and the time of receiving the access request exceeds the urgency session volume threshold, the preferred channel is evaluated as an urgent need category channel for .

S106: For each preferred channel, use the number of sessions that the user visits the web page of the current preferred channel between the start time of the current persistence evaluation period and the receiving time of the access request as the counted number of persistent sessions.

In practical applications, for each preferred channel, after determining that the number of urgency conversations counted does not exceed the urgency conversation volume threshold calculated in step S103, that is, after determining that the user's needs reflected by the preference channel are not urgent needs, further Determine whether the demand is a continuous demand of the user. Specifically, for each preferred channel, the number of sessions of the user's access to the web page of the preferred channel between the starting moment of the current persistence evaluation period and the receiving moment of the access request can be counted, and the counted number of sessions can be used as the counted number of sessions. The number of persistent sessions. Among them, the continuous evaluation cycle is set by the management personnel. For example, the continuous evaluation cycle can be set to 3 days. The current continuous evaluation cycle is specifically the day, day before, and two days before receiving the access request. That is, the start time of the current continuous assessment cycle is set to 0:00 of the previous two days, and the end time is set to 24:00 of the current day.

S107: After taking the maximum session volume between the start time of the current persistence evaluation period and the receiving time of the access request as the calculated persistent maximum session volume, combine the preset second percentage threshold with the persistence Multiply the maximum session volume to get the persistent session volume threshold.

Wherein, the calculation of the maximum session volume between the start time of the current persistence assessment period and the receiving time of the access request may refer to the calculation method of the maximum session volume in the current urgency assessment period in step S103. Wherein, the second percentage threshold is set by the manager based on experience, and its value range is between 0-1. In practical applications, if the number of sessions between the beginning of the current persistence evaluation cycle and the receiving time of the access request can reach 60% of the maximum session volume in this period of time, it is more likely is a user with continuous (but not urgent) needs, therefore, the second percentage threshold can be set to 0.6, of course, it can also be adjusted according to actual conditions in practical applications.

S108: For each preferred channel, after it is determined that the number of persistent sessions exceeds the threshold of persistent sessions, evaluate the current preferred channel as a category channel of continuous demand.

Specifically, for each preferred channel, the number of persistent conversations counted in step S106 is compared with the threshold of persistent conversations calculated in step S107, and when it is determined that the counted number of persistent conversations exceeds the threshold of persistent conversations After that, evaluate the preference channel as a category channel of continuous demand.

Based on the above-mentioned method for evaluating the needs of users who visit the website, the present invention also provides a method for pushing advertisements on the website. After the evaluation, as shown in Figure 1, the following steps are also included:

S109: Use category channels evaluated as urgent needs as search keywords, find out advertisement content that matches the search keywords; play the found advertisements in the advertisement play bar of the webpage returned to the user according to the preset urgent play scheme content.

Specifically, for a category channel that is evaluated as an urgent need, the category channel can be used as a search keyword; in practical applications, for each category channel that is Prior to the advertisement content matching the search keyword, the preference attribute value under the channel of the category determined in advance may also be acquired, and the acquired preference attribute value may also be used as the search keyword. Wherein, the preferred attribute value of the user under the preferred channel may adopt the method mentioned in step S101, or other technical means known to those skilled in the art.

Then, the method in the prior art can be used to find out the advertising content matching the search keyword from the background of the website after the search keyword is acquired. Then, for each category channel evaluated as an urgent need, after the matching advertisement content is found, the preset urgent broadcast scheme can be used to play it. Among them, the urgent play plan is specifically preset by the management personnel. For example, compared with other needs of the user, the advertisements on the pages of the website that can be accessed within the user's current urgent evaluation cycle and the set urgent play cycle In the play bar, the advertising content that matches the urgent needs is played first, or the playing time of the advertising content that matches the urgent needs is increased; while the time outside the urgent playback period is scrolled at the same frequency as the user's other needs.

In this way, compared to the existing advertisement push that can only be pushed after the user's current search, the technical solution provided by the present invention can obtain the web page corresponding to the access request after the user sends the access request to the website, and at the same time obtain the webpage corresponding to the access request. The advertising content that matches the user's needs improves the timeliness of advertising push, and for users with urgent needs, after the urgent advertising push plan is implemented, the advertising content that matches the urgent needs will no longer be pushed. It prevents the relevant advertising content from being pushed to the user even when the user's demand is met, and improves the effectiveness of the advertisement pushing on the website and the user's experience.

S110: Use the category channel evaluated as the continuous demand as the search keyword to find out the corresponding advertisement content, and play according to the preset continuous playing scheme in the advertisement playing column of the web page returned to the user.

Specifically, for each category channel that is evaluated as a continuous demand, the preferred channel and the preferred attribute value under the preferred channel can be used as search keywords; then, methods in the prior art can be used, after obtaining the search keywords , find out the advertising content that matches the search keywords from the background of the website, and use the preset continuous playback scheme to play. Among them, the continuous playback scheme is pre-selected and set by the management personnel. For example, compared with other needs of the user, the advertisement playback of the pages of the website that can be visited by the user during the current continuous evaluation period and the preset continuous playback period In the column, the advertising content corresponding to the continuous demand is played according to the set playing frequency. For example, within one month after the user sends the access request, when the user visits the website, the advertisement content matching the continuous demand may be played in the advertisement playing column of the page visited by the user.

In the embodiment of the present invention, the method for selecting the preference attribute value under the preference channel mentioned in step S101 that can more accurately reflect the user's needs, as shown in Figure 2, specifically includes the following steps:

S201: For each preferred channel of the user, use the acquired URLs of the web pages of the preferred channel accessed by the user within a set time period as preferred URLs under the preferred channel.

Specifically, for any preferred channel of the user, URLs of pages of the preferred channel that the user visits within a set time period may be used as the user's preferred URL under the preferred channel.

In practical applications, it is possible to count all the pages visited by the user on the website within a set period of time, and for each preferred channel of the user, compare the URLs of all the pages visited by the user with the channel URL attribute library corresponding to the preferred channel Yes, the URL of each webpage that the user visits the preferred channel is obtained, that is, the user's preferred URL under the preferred channel.

S202: For each preferred URL under the preferred channel, find the corresponding attribute value of the preferred URL under each attribute category from the channel URL attribute library corresponding to the preferred channel.

Specifically, for each preferred channel of the user, for each preferred URL of the determined user under the preferred channel, the channel URL attribute library corresponding to the preferred channel is searched out in advance for the preferred URL in each preferred channel. The corresponding attribute value under the attribute category. Wherein, the various attribute classifications of the preferred channel are set according to the preferences of Internet public users on different attribute information of the services involved in the preferred channel. For example, for the car channel, according to the user's different attribute preferences, various attribute classifications such as model, price, and origin can be set under the car channel; for the food channel, cuisine, taste, raw materials, and calories can be set under the food channel. Classification of various attributes such as heat. In this way, if it is determined that the car channel is a preferred channel of the user, then the attribute value corresponding to each preferred URL under attribute categories such as model, price, and place of manufacture can be found from the channel URL attribute library corresponding to the car channel.

S203: For each found attribute value, count the number of preferred URLs under the preferred channel corresponding to the attribute value, and use the counted number of preferred URLs as the statistical value corresponding to the attribute value.

Specifically, for each preferred channel of the user, according to the determined preferred URL of the user under the preferred channel, for the found attribute value corresponding to the preferred URL under each attribute category, the statistics corresponding to the attribute value are calculated. The number of preferred URLs under the corresponding preferred channel, and the counted number of preferred URLs is used as the statistical value corresponding to the attribute value.

S204: According to the obtained statistical values corresponding to each attribute value, select at least one attribute value from the searched attribute values as the preferred attribute value under the preferred channel to reflect the needs of the user.

Specifically, for each preferred channel of the user, the attribute value corresponding to the largest statistical value may be selected as the preferred attribute value under the preferred channel according to the statistical values corresponding to each attribute value under each attribute category. In practical applications, it is also possible to obtain the statistical value corresponding to the attribute value for each searched attribute value; calculate the ratio of the obtained statistical value to the total number of preferred URLs under the preferred channel, and use the calculated ratio as the The preference ratio corresponding to the attribute value; then, the attribute value corresponding to the largest preference ratio is selected as the preference attribute value under the preference channel. In this way, when the user has no search behavior, the user's preferred channel on the website and the preferred attribute value under the preferred channel can be determined to reflect the specific needs of the user who visits the website.

In practical applications, for each attribute category of the preferred channel, if the statistical values corresponding to the attribute values of the attribute category are relatively average, the calculated preference proportion is not very distinguishable; in fact, If the preference proportion corresponding to the attribute value is less than a certain value, it indicates that the occurrence of the attribute value is more contingency. Therefore, more preferably, in the embodiment of the present invention, the preference ratio of each attribute value under the attribute classification can be sorted, and the attribute corresponding to the preference ratio higher than the set ratio threshold (such as 30%) can be selected. value as the preference attribute value under the preference channel. Wherein, the proportion threshold may be adjusted according to actual applications.

More preferably, the inventors of the present invention consider that different attribute classifications have different importance in the promotion of the content concerned by the preferred channel; therefore, in order to obtain more effective and accurate user preferences, each attribute classification can be preliminarily , preset the weight value of the attribute category. In this way, for each attribute value found out, after obtaining the statistical value corresponding to the attribute value, calculate the ratio of the obtained statistical value to the total number of preferred URLs under the preferred channel; compare the calculated ratio with the preset After multiplying the weight values of the attribute categories to which the attribute value belongs, the product is used as the preference proportion corresponding to the attribute value. Then, the attribute value corresponding to the largest preference proportion can be selected as the preference attribute value under the preferred channel; or, the attribute value corresponding to the preference proportion higher than the set proportion threshold can be selected as the preference attribute value under the preferred channel. Wherein, the weight value of the attribute classification may be specifically obtained from a channel URL attribute library corresponding to the preferred channel.

Based on the above method for assessing the needs of users who visit websites, the present invention also provides a needs assessment system for users who visit websites, as shown in FIG. A session volume threshold determination module 303 and a user demand assessment module 304 .

Among them, the preferred channel acquisition module 301 is used to acquire at least one preferred channel reflecting the needs of the user on the website after receiving the user's access request, and output an urgent evaluation notice; wherein, the preferred channel is selected from several category channels for the website Selected.

Specifically, for several category channels pre-divided for the website, the preferred channel acquisition module 301 can select the user's preferred channel according to the number of sessions the user visits the web pages of each category channel in the website within the acquired set time period. For example, according to the number of sessions of the user in each channel on the website, the category channel with the highest number of sessions can be used as the user's preferred channel, or the category channel with the number of sessions exceeding the set channel session threshold can be used as the user's preferred channel; among them, The channel session threshold can be preset by staff based on experience.

The session number counting module 302 is used for counting the user's access to the current urgency evaluation period between the starting time of the current urgency evaluation period and the receiving time of the access request for each preferred channel after receiving the urgency evaluation notification from the preferred channel acquisition module 301. The number of sessions of the webpage of the preferred channel is used as the counted number of urgent sessions.

Specifically, for each preferred channel, the number of sessions statistics module 302 can receive the urgency assessment notification sent by the preferred channel acquisition module 301, and for each preferred channel acquired by the preferred channel acquisition module 301, count the number of sessions of the current urgency assessment cycle. The number of sessions that the user visits the web page of the preferred channel between the starting time and the receiving time of the access request is used as the counted number of urgent sessions. Among them, the urgency assessment period can be preset by the management personnel, for example, the urgency assessment period can be set to 1 day; in this way, the current urgency assessment period is specifically the day when the access request is received, that is, the current urgency The starting time of the evaluation cycle is 0:00 of the day, and the ending time of the current urgency evaluation cycle is 24:00 of the day.

The session volume threshold determination module 303 is configured to calculate the maximum session volume between the start time of the current urgency assessment period and the receiving time of the access request after receiving the urgency assessment notification, as the calculated urgency maximum session volume , after multiplying the preset first percentage threshold by the calculated urgency maximum conversation volume, the urgency conversation volume threshold is obtained and output.

Specifically, for each preferred channel, after receiving the urgency assessment notification sent by the preferred channel acquisition module 301, the conversation volume threshold determination module 303 may, according to the receiving time of the access request, the start time of the current urgency assessment period, the preset The specified session tolerance period, calculate the maximum session volume between the start time of the current urgency evaluation cycle and the receiving time of the access request, as the calculated maximum session volume of urgency; and calculate the maximum session volume of urgency The product of the amount MSV and the preset first percentage threshold is used as the urgency conversation volume threshold of the current urgency evaluation period. Wherein, the method for calculating the urgent maximum conversation volume by the conversation volume threshold determining module 303 may refer to step S103.

The user demand assessment module 304 is used for each preferred channel, after determining that the number of urgent conversations counted by the session statistics module 302 exceeds the urgent conversation threshold output by the conversation threshold determination module 303, evaluate the current preference channel as Urgently needed category channel.

Specifically, for each preferred channel, after the user needs assessment module 304 receives the number of urgent conversations output by the conversation statistics module 302 and the urgent conversation volume threshold output by the conversation volume threshold determination module 303, the received urgent conversations The number of times is compared with the threshold of urgent conversations, and if the number of received urgent conversations exceeds the threshold of urgent conversations, it is evaluated that the current preferred channel is an urgent category channel.

In the embodiment of the present invention, the user demand assessment module is also used for each preferred channel, after determining that the number of urgent sessions counted by the session counting module 302 does not exceed the urgent session volume threshold output by the session volume threshold determination module 303 , and output a continuous evaluation notification to the session counting module 302 and the session volume threshold determining module 303 . Then, after receiving the continuous evaluation notification, the session number statistics module 302, for each preferred channel, counts the number of sessions of the user's access to the web page of the preferred channel between the starting time of the current continuous evaluation period and the receiving time of the access request, As the counted number of persistent sessions. After receiving the persistent assessment notification, the session volume threshold determining module 303 takes the maximum session volume between the start time of the current persistence assessment period and the receiving time of the access request as the calculated persistent maximum session volume, and sets The persistent session volume threshold is obtained by multiplying the preset second percentage threshold by the persistent maximum session volume. For each preferred channel, the user demand assessment module 304 evaluates that the current preferred channel is continuous after determining that the number of persistent sessions counted by the session times statistics module 302 exceeds the persistent session volume threshold determined by the session volume threshold determination module 303. The desired category channel.

More preferably, based on the above-mentioned demand assessment system for users who visit the website, the present invention also provides an advertisement push system for the website, as shown in FIG. In addition to the acquisition module 301 , the session number statistics module 302 , the session volume threshold determination module 303 , and the user demand assessment module 304 , it also includes: a web page request receiving module 305 , an advertisement query module 306 , and a request processing module 307 .

Wherein, the web page request receiving module 305 is configured to receive the user's access request, and send the access request to the preferred channel obtaining module 301 and the request processing module 307 .

After the preferred channel acquisition module 301 in the demand assessment system of the user who visits the website receives the user's access request, it acquires the preferred channel reflecting the user's needs on the website and outputs an evaluation notice; Module 303 and User Needs Assessment Module 304 assess the needs of users.

The advertisement query module 306 is used to use the category channels evaluated as urgent needs output by the user demand assessment module 304 as search keywords, and find advertisement content matching the search keywords. The advertisement query module 306 is further configured to obtain, for each category channel evaluated as an urgent need, a predetermined preference attribute value under the category channel, and use the acquired preference attribute value as a search keyword.

The request processing module 307 is used to insert the advertisement query module with the preset urgent play scheme according to the assessment result of the urgent demand output by the user demand assessment module 304 in the advertisement playing column of the webpage requested by the access request sent by the webpage request receiving module 305 306 After finding out the advertisement content, return the webpage after inserting the advertisement content to the user;

In the embodiment of the present invention, the advertisement query module 306 can also use the preference attribute value under the preferred channel evaluated as continuous demand output by the user demand assessment module 304 as the search keyword to find out the advertisement content matching the search keyword. Correspondingly, the request processing module 307 may insert the advertisement content found by the advertisement query module 306 according to the evaluation result of the continuous demand output by the user demand evaluation module 304 in an urgent play scheme in the advertisement playing column of the webpage requested by the access request, Return the webpage after inserting the advertisement content to the user.

More preferably, based on the above-mentioned method of obtaining the preference attribute value under the preference channel that reflects the user's needs, the needs assessment system of the user who visits the website and the advertisement push system of the website provided by the embodiment of the present invention also include a method for obtaining the preference Each module of channel and preferred attribute value under the preferred channel, as shown in FIG.

Among them, the preference URL acquisition module 401 is used to select the category channel with the highest number of sessions according to the number of sessions of the user's access to the web pages of each category channel in the website within the acquired set time period for several category channels pre-divided for the website As the user's preferred channel, or select a category channel whose number of sessions exceeds the set channel session threshold as the user's preferred channel; The URL of the web page is used as the preferred URL under the preferred channel.

The preferred URL attribute value acquiring module 402 is used for each preferred channel, and for each preferred URL under the preferred channel acquired by the preferred URL acquiring module 401, find out the preferred URL from the channel URL attribute library corresponding to the preferred channel The attribute value corresponding to URL under each attribute category.

The attribute value statistics module 403 is used for each attribute value that the preference URL attribute value acquisition module 402 finds out, counts the number of preference URLs under the preference channel corresponding to the attribute value, and uses the number of preference URLs counted as the The statistical value corresponding to the attribute value is output.

The user preference acquisition module 404 is used to select at least An attribute value is used as a preference attribute value under the preference channel to reflect the user's needs.

Specifically, the user preference acquisition module 404 may select the attribute value corresponding to the largest statistical value as the preferred attribute value under the preferred channel according to the statistical values corresponding to each attribute value under each attribute category. In practical applications, the user preference acquisition module 404 may also obtain, for each found attribute value, a statistical value corresponding to the attribute value; calculate the ratio of the obtained statistical value to the total number of preferred URLs under the preferred channel , take the calculated ratio as the preference proportion corresponding to the attribute value; then, select the attribute value corresponding to the largest preference proportion as the preference attribute value under the preference channel.

In the embodiment of the present invention, the specific function realization of each module in the demand assessment system of the user who visits the website and the advertisement push system of the website can refer to the detailed process of the above-mentioned steps S101-110 and steps S201-204, which will not be repeated here detail.

In the technical solution of the present invention, when the user has no search behavior, according to the number of times the user visits the web pages of various types of channels in the website within a set period of time, the preferred channel reflecting the user's needs on the website can be obtained; then, the current urgency is counted. The number of sessions that the user visits the web page of the preferred channel between the start time of the urgency evaluation period and the time when the access request is received, and the session volume threshold corresponding to the current urgency assessment period. If the number of sessions determined to be counted exceeds the session volume threshold , the user's demand can be evaluated as an urgent demand; otherwise, the user's demand can be evaluated as a continuous demand after it is determined that the number of persistent sessions counted in the current persistence evaluation cycle exceeds the persistent session volume threshold. And according to the different needs of users, different advertising playback schemes are adopted, which greatly improves the effectiveness and timeliness of advertising push.

Those of ordinary skill in the art can understand that all or part of the steps in the method of the above-mentioned embodiments can be completed by instructing related hardware through a program, and the program can be stored in a computer-readable storage medium, such as: ROM/RAM, magnetic disk, etc. Discs, discs, etc.

The above is only a preferred embodiment of the present invention, it should be pointed out that for those of ordinary skill in the art, without departing from the principle of the present invention, some improvements and modifications can also be made, and these improvements and modifications should also be It is regarded as the protection scope of the present invention.

Claims (8)

1. a kind of method being estimated to the demand for accessing the user of website, it is characterised in that including：

After user is received to the access request of website, obtain the reflection user the website demand at least one is inclined Good channel；Wherein, the favorite channels are chosen from several classification channels divided for the website；

For each favorite channels, count the initial time of current urgency assessment cycle to the access request reception when The user accesses the log-on count of the webpage of current favorite channels between quarter, is used as the urgency log-on count counted； And

The initial time of the current urgency assessment cycle is calculated to the maximum between the time of reception of the access request Session amount, after the urgency max-session amount calculated, by default first percentage threshold and the urgency calculated Max-session amount obtains urgency session amount threshold value after being multiplied；

After it is determined that the urgency log-on count of statistics exceedes the urgency session amount threshold value, assessing current favorite channels is The classification channel of urgent demand；

If it is determined that the urgency log-on count of statistics is no more than the urgency session amount threshold value, then：

The user between the time of reception of the initial time of current continuation assessment cycle to the access request is accessed The log-on count of the webpage of the favorite channels, is used as the continuation log-on count counted；And

By the initial time of the current continuation assessment cycle to the most conference between the time of reception of the access request Words amount, after the continuation max-session amount calculated, by default second percentage threshold and the continuation most conference Words amount obtains continuation session amount threshold value after being multiplied；

It is determined that the continuation log-on count is to hold more than current favorite channels after the continuation session amount threshold value, are assessed The classification channel of continuous demand.

2. the method as described in claim 1, it is characterised in that the favorite channels be from for the website divide it is some Choose, specifically include in individual classification channel：

For several classification channels divided for the website, the net is accessed according to user in the setting time of acquisition section The log-on count of the webpage of channel of all categories in standing, therefrom selects log-on count highest classification channel as the user's Favorite channels, or the classification channel of channel session threshold value of the log-on count more than setting is therefrom selected as the user's Favorite channels.

3. method as claimed in claim 2, it is characterised in that after the favorite channels of user are selected, in addition to：

For each favorite channels of the user, the user in the setting time section of acquisition is accessed into the favorite channels The uniform resource position mark URL of each webpage be used as the preference URL under the favorite channels；For each inclined under the favorite channels Good URL, finds out preference URL correspondences under each attributive classification from the channel URL attribute storehouse corresponding with the favorite channels Property value；For each property value found out, the preference URL under favorite channels corresponding with the property value is counted Number, and it regard the preference URL numbers of statistics as the statistical value corresponding with the property value；According to obtaining and each property value phase Corresponding statistical value, selects at least one property value from the property value found out, is used as the need to characterize the user Attributes preferred value under the favorite channels asked.

4. a kind of advertisement sending method of website, it is characterised in that including：

Website is received after the access request of user, need of the method according to as any such as claim 1-3 to the user Ask and be estimated；

The classification channel of urgent demand will be evaluated as search keyword, find out with the search keyword match it is wide Accuse content；

Find out wide is played according to default urgent broadcasting scheme in the advertisement played column of the webpage returned to the user Accuse content.

5. method as claimed in claim 4, it is characterised in that it is described find out with the search keyword match it is wide Before announcement content, in addition to：

For each classification channel for being evaluated as urgent demand, obtain attributes preferred under the category channel predefined out Value, and the attributes preferred value of acquisition is also served as into search keyword.

6. a kind of needs assessments of the user of access website, it is characterised in that including：

Favorite channels acquisition module, after receiving user to the access request of website, obtains the reflection user described At least one favorite channels of the demand of website simultaneously export urgent assessment notice；Wherein, the favorite channels are from for described Chosen in several classification channels that website is divided；

Log-on count statistical module, for after the urgent assessment notice is received, for each favorite channels, statistics to be current The initial time of urgency assessment cycle current preference is accessed to the user between the time of reception of the access request The log-on count of the webpage of channel, is used as the urgency log-on count counted；

Session amount threshold determination module, for after the urgent assessment notice is received, calculating the current urgency and commenting The initial time in cycle is estimated to the max-session amount between the time of reception of the access request, as the urgency calculated most After big session amount, urgency meeting is obtained after default first percentage threshold is multiplied with the urgency max-session amount calculated Words amount threshold value is simultaneously exported；

User's request evaluation module, for for each favorite channels, it is determined that what the log-on count statistical module was counted Urgency log-on count exceedes after the urgency session amount threshold value that the session amount threshold determination module is exported, and assesses currently Favorite channels are the classification channel of urgent demand；

The user's request evaluation module is additionally operable to be directed to each favorite channels, it is determined that the log-on count statistical module is united After the urgency session amount threshold value that the urgency log-on count of meter is exported no more than the session amount threshold determination module, to institute State log-on count statistical module and lasting assess of session amount threshold determination module output notifies；And

Log-on count statistical module is additionally operable to after the lasting assessment notice is received, will be current for each favorite channels The initial time of continuation assessment cycle access the preference frequency to the user between the time of reception of the access request The log-on count of the webpage in road, is used as the continuation log-on count counted；

Session amount threshold determination module is additionally operable to after the lasting assessment notice is received, and the current continuation is assessed The initial time in cycle is maximum as the continuation calculated to the max-session amount between the time of reception of the access request After session amount, continuation session amount threshold is obtained after default second percentage threshold is multiplied with the continuation max-session amount Value；

User's request evaluation module is additionally operable to be directed to each favorite channels, it is determined that what the log-on count statistical module was counted Continuation log-on count exceedes after the continuation session amount threshold value that the session amount threshold determination module is determined, assesses current Favorite channels be constant demand classification channel.

7. system as claimed in claim 6, it is characterised in that also include：

Preference URL acquisition modules, for several classification channels for being divided in advance for the website, according to setting for acquisition User accesses the log-on count of the webpage of channel of all categories in the website in section of fixing time, and therefrom selects log-on count highest Classification channel as the user favorite channels, or therefrom select log-on count exceed setting channel session threshold value Classification channel as the user favorite channels；And for each favorite channels, by the setting time section of acquisition The user accesses the URL of each webpage of the favorite channels as the preference URL under the favorite channels；

Preference URL attribute value acquisition module, for for each favorite channels, being obtained for the preference URL acquisition modules Each preference URL under the favorite channels, the preference is found out from the channel URL attribute storehouse corresponding with the favorite channels URL corresponding property values under each attributive classification；

Property value statistical module, for each property value found out for the preference URL attribute value acquisition module, statistics with Preference URL numbers under the corresponding favorite channels of the property value, and using the preference URL numbers of statistics as with the attribute The corresponding statistical value of value and output；

User preference acquisition module, for for each favorite channels, each category exported according to the property value statistical module Property value institute each self-corresponding statistical value, select in the property value found out from the preference URL attribute value acquisition module to A few property value, is used as the attributes preferred value under the favorite channels of the demand to reflect the user.

8. a kind of advertisement push system of website, it is characterised in that including：

Favorite channels acquisition module, log-on count statistical module, session amount threshold value as described in one of claim 6-7 determine mould Block, user's request evaluation module；

After web-page requests receiving module, the access request for receiving user, the access request is obtained to the favorite channels Modulus block, request processing module are sent；

Advertising inquiry module, for the classification channel for being evaluated as urgent demand that exports the user's request evaluation module as Search keyword, finds out the ad content matched with the search keyword；

Request processing module, in the advertisement played column for the webpage that the access request is asked, according to user's need The assessment result of the urgent demand of evaluation module output is asked to insert what the advertising inquiry module searches went out urgently to play scheme After ad content, the webpage is returned to the user.