CN101577866A - User classification method, advertisement release method and device - Google Patents
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Abstract
Translated fromChinese
Description
Translated fromChinese技术领域technical field
本发明涉及移动通信领域，尤其涉及一种用户分类方法、广告投放方法及装置。The invention relates to the field of mobile communication, in particular to a user classification method, an advertisement delivery method and a device.
背景技术Background technique
随着移动通信技术的不断发展，越来越多的移动通信用户使用各种移动终端随时随地地登录移动互联网，浏览移动互联网提供的各种信息，体验移动互联网提供的各种便捷的服务。当前移动互联网与传统互联网一样，所面临的一个重要问题就是如何对用户进行细分，并且针对细分的用户群精准投放其感兴趣的广告，提高广告投放效果。With the continuous development of mobile communication technology, more and more mobile communication users use various mobile terminals to log in to the mobile Internet anytime and anywhere, browse various information provided by the mobile Internet, and experience various convenient services provided by the mobile Internet. The current mobile Internet is the same as the traditional Internet. An important problem is how to segment users, and accurately deliver advertisements of interest to the subdivided user groups to improve the effectiveness of advertising.
现有固网提供的互联网服务所使用的定向广告投放技术，通过对固网用户注册信息以及用户所浏览的网页内容的采集和分析，确定用户的分类，然后根据不同的分类的用户对其投放对应的广告。一方面，由于固网互联网服务提供商一般仅能获取到其服务器上注册的用户的注册信息，这种定向广告投放技术能够针对的用户群有限；并且固网互联网服务提供商通过用户使用的IP地址或者cookie获取到的用户浏览的网页可能仅仅是用户在互联网上浏览的所有网页中的极有限的一部分，对于信息量庞杂的固网互联网来说，很难通过获取到的这些有限的网页的网页内容来确定用户真正感兴趣和关注的网页。The targeted advertising delivery technology used in the Internet services provided by the existing fixed network, through the collection and analysis of the registration information of fixed network users and the content of webpages browsed by users, determines the classification of users, and then advertises to them according to different classifications of users. the corresponding ad. On the one hand, since fixed-line Internet service providers generally can only obtain the registration information of users registered on their servers, this targeted advertising technology can only target a limited number of user groups; and fixed-line Internet service providers The webpages browsed by the user obtained by the address or cookie may only be a very limited part of all the webpages that the user browses on the Internet. For the fixed-line Internet with a huge amount of information, it is difficult to obtain these limited webpages. Web page content to determine the web pages that users are really interested in and concerned about.
另一方面，由于当前固网互联网普遍实名化程度低、用户资料更新落后的现状下，这种依靠用户注册信息和通过用户使用的IP地址或者cookie获取用户浏览网页信息的用户分类办法，其准确性和可靠性也不高。On the other hand, due to the low degree of real-name registration and backward update of user information on the fixed-line Internet, this user classification method, which relies on user registration information and obtains user browsing information through the IP address or cookie used by the user, is not accurate. Sex and reliability are not high.
因此，利用现有用户分类方法的分类结果向用户投放广告，也就可能无法做到将用户真正感兴趣和关注的广告投放到用户面前。Therefore, using the classification results of existing user classification methods to deliver advertisements to users may not be able to deliver advertisements that users are really interested in and concerned about.
再者，由于现有固网互联网和移动互联网的各种差异，现有对固网用户分类及广告投递技术中所采用的各种技术手段，也已无法适用于新兴的移动互联网中。Furthermore, due to various differences between the existing fixed-line Internet and the mobile Internet, various technical means used in the existing fixed-line user classification and advertisement delivery technologies cannot be applied to the emerging mobile Internet.
发明内容Contents of the invention
本发明提供了一种用户分类方法、广告投放方法及装置，实现了对移动终端用户较准确的分类以及广告定向投放。The invention provides a user classification method, an advertisement delivery method and a device, which realize more accurate classification of mobile terminal users and targeted advertisement delivery.
本发明提供的一种用户分类方法，包括：A user classification method provided by the present invention includes:
从移动通信系统中获取各移动终端用户的移动通信数据，确定移动终端用户访问的网页信息；Obtain the mobile communication data of each mobile terminal user from the mobile communication system, and determine the web page information visited by the mobile terminal user;
根据所述移动终端用户访问的网页信息，确定出所述移动终端用户访问的网页类别；determining the type of webpage visited by the mobile terminal user according to the webpage information visited by the mobile terminal user;
根据所述确定出的移动终端用户访问的网页类别确定所述移动终端用户所属的用户类别。The user category to which the mobile terminal user belongs is determined according to the determined category of the webpage visited by the mobile terminal user.
所述从移动通信系统中获取移动通信数据，确定移动终端用户访问的网页信息，包括：The described acquisition of mobile communication data from the mobile communication system to determine the web page information accessed by the mobile terminal user includes:
周期从移动通信系统中截取移动终端用户的移动通信数据；Periodically intercept mobile communication data of mobile terminal users from the mobile communication system;
解析出所述移动通信数据中包含的移动终端用户标识以及访问的网页地址，确定移动终端用户访问的网页信息。Analyzing the mobile terminal user identifier and the visited webpage address contained in the mobile communication data, and determining the information of the webpage visited by the mobile terminal user.
所述解析移动通信数据中包含的所述移动终端用户标识以及访问的网页地址，包括：Said parsing said mobile terminal user identification contained in mobile communication data and the web page address visited includes:
对所述移动通信数据进行协议格式的分析，分离其中具有http请求协议格式的用户访问数据，解析出所述用户访问数据中所包含的网页地址；Carrying out the analysis of the protocol format to the mobile communication data, separating the user access data having the http request protocol format therein, and parsing out the web page address contained in the user access data;
从所述移动通信数据中分离出所述用户访问数据对应的数据链路建立信令，解析出其中包含的移动终端用户号码。The data link establishment signaling corresponding to the user access data is separated from the mobile communication data, and the mobile terminal user number contained therein is analyzed.
从所述移动通信数据中获取所述移动终端用户访问网页的访问时间信息；Obtaining the access time information of the webpage accessed by the mobile terminal user from the mobile communication data;
为每个移动终端用户生成对应的访问记录；Generate corresponding access records for each mobile terminal user;
所述访问记录至少包括：所述移动通信终端用户号码、所访问的网页地址和访问时间；The access record at least includes: the mobile communication terminal user number, the web page address visited and the time of visit;
将所有移动终端用户的访问记录生成用户访问记录表并存储。The access records of all mobile terminal users are generated and stored in a user access record table.
根据所述用户访问记录表中存储的访问记录，确定出所述移动终端用户访问的网页类别。According to the access record stored in the user access record table, the category of the web page accessed by the mobile terminal user is determined.
根据确定出的所述网页类别对所述移动终端用户进行分类，包括：Classifying the mobile terminal user according to the determined webpage category, including:
根据所述网页类别与所述用户类别的对应关系，确定所述移动终端用户所属的用户类别。The user category to which the mobile terminal user belongs is determined according to the corresponding relationship between the webpage category and the user category.
当确定出所述移动终端用户访问的网页类别为一个时，根据所述对应关系，确定所述移动终端用户所属的用户类别为所述网页类别对应的用户类别；When it is determined that there is one webpage category accessed by the mobile terminal user, according to the corresponding relationship, determine that the user category to which the mobile terminal user belongs is the user category corresponding to the webpage category;
当确定出所述移动终端用户访问的网页类别为多个时，按照设定的规则，确定用户感兴趣的网页类别；并根据所述对应关系，确定所述移动终端用户所属的用户类别为所述用户感兴趣的网页类别对应的用户类别。When it is determined that there are multiple webpage categories visited by the mobile terminal user, according to the set rules, determine the webpage category that the user is interested in; and according to the corresponding relationship, determine that the user category to which the mobile terminal user belongs is the The user category corresponding to the webpage category that the user is interested in.
根据移动终端用户与所属的用户类别生成用户类别对应表并存储；Generate and store a user category correspondence table according to the mobile terminal user and the user category to which it belongs;
使用所述移动终端用户当前周期的分类结果更新所述用户类别对应表中存储的所述移动终端用户所属的用户类别。updating the user category to which the mobile terminal user belongs stored in the user category correspondence table by using the classification result of the current period of the mobile terminal user.
本发明提供的一种广告投放方法，包括：An advertisement placement method provided by the present invention includes:
从移动通信系统中获取各移动终端用户的移动通信数据，确定移动终端用户访问的网页信息；Obtain the mobile communication data of each mobile terminal user from the mobile communication system, and determine the web page information visited by the mobile terminal user;
根据所述移动终端用户访问的网页信息，确定出所述移动终端用户访问的网页类别；determining the type of webpage visited by the mobile terminal user according to the webpage information visited by the mobile terminal user;
根据所述确定出的移动终端用户访问的网页类别确定所述移动终端用户所属的用户类别；determining the user category to which the mobile terminal user belongs according to the determined webpage category visited by the mobile terminal user;
根据所述移动终端用户所属的用户类别，向所述移动终端用户投放相应的广告。According to the user category to which the mobile terminal user belongs, a corresponding advertisement is delivered to the mobile terminal user.
根据移动终端用户所在地理区域的区域特征或用户静态属性信息，确定所述移动终端用户在所属用户类别中对应的用户子类别；According to the regional characteristics of the geographical area where the mobile terminal user is located or the static attribute information of the user, determine the user subcategory corresponding to the mobile terminal user in the user category to which it belongs;
根据所述移动终端用户所对应的用户子类别，向所述移动终端用户投放相应的广告。According to the user subcategory corresponding to the mobile terminal user, the corresponding advertisement is delivered to the mobile terminal user.
本发明还提供了一种用户分类装置，包括：网页信息获取单元、用户访问网页类别确定单元和用户分类单元；The present invention also provides a user classification device, including: a webpage information acquisition unit, a user access webpage category determination unit, and a user classification unit;
所述网页信息获取单元，用于从移动通信系统中获取各移动终端用户的移动通信数据，确定移动终端用户访问的网页信息；The web page information obtaining unit is used to obtain the mobile communication data of each mobile terminal user from the mobile communication system, and determine the web page information visited by the mobile terminal user;
所述用户访问网页类别确定单元，用于根据所述移动终端用户访问的网页信息，确定出所述移动终端用户访问的网页类别；The user-visited webpage category determination unit is configured to determine the category of the webpage accessed by the mobile terminal user according to the information of the webpage accessed by the mobile terminal user;
所述用户分类单元，用于根据所述用户访问网页类别确定单元所确定出移动终端用户访问的网页类别，确定所述移动终端用户所属的用户类别。The user classifying unit is configured to determine the user category to which the mobile terminal user belongs according to the webpage category visited by the mobile terminal user determined by the user access webpage category determining unit.
上述用户分类装置，还包括：The above-mentioned user classification device also includes:
存储单元，用于存储网页地址及网页所属的网页类别。The storage unit is used for storing the address of the webpage and the category of the webpage to which the webpage belongs.
所述网页信息获取单元，包括：截取子单元和解析子单元；The web page information acquisition unit includes: an intercepting subunit and a parsing subunit;
所述截取子单元，用于周期从移动通信系统中截取移动通信数据；The intercepting subunit is used to periodically intercept mobile communication data from the mobile communication system;
所述解析子单元，用于解析出移动通信数据中包含的移动终端用户标识以及访问的网页地址，确定移动终端用户访问的网页信息。The parsing subunit is used for parsing out the mobile terminal user identification and the webpage address visited contained in the mobile communication data, and determining the webpage information visited by the mobile terminal user.
本发明还提供了一种广告投放装置，包括：用户分类单元和广告投放单元；The present invention also provides an advertisement delivery device, including: a user classification unit and an advertisement delivery unit;
所述用户分类单元，用于从移动通信系统中获取各移动终端用户的移动通信数据，确定移动终端用户访问的网页信息；根据所述移动终端用户访问的网页信息，确定出所述移动终端用户访问的网页类别；根据确定出的所述网页类别，对所述移动终端用户进行分类，确定所述移动终端用户所属的用户类别；The user classification unit is used to obtain mobile communication data of each mobile terminal user from the mobile communication system, and determine the webpage information visited by the mobile terminal user; The category of the webpage visited; according to the determined category of the webpage, the mobile terminal user is classified, and the user category to which the mobile terminal user belongs is determined;
广告投放单元，用于所述用户分类单元的分类结果，向所述移动终端用户投放相应的广告。The advertisement delivery unit is used for delivering corresponding advertisements to the mobile terminal users based on the classification results of the user classification unit.
本发明的有益效果如下：The beneficial effects of the present invention are as follows:
本发明所提供的用户分类方法和广告投放方法及装置，与现有的固网中采用的用户分类方法及广告投放方法相比，所针对的移动终端用户群体数量庞大，并且由于所获取到的网页信息能够涵盖移动终端用户所有的访问记录，能够比较准确地定位移动终端用户感兴趣的网页类别，通过网页类别与用户类别的对应关系，就能够容易地确定移动终端用户所属的用户类别；从而也使广告投放商能够准确地找到潜在的用户群体，向其投放其感兴趣的广告，提高了广告投放的效果。另一方面，由于本发明通过从现有的移动通信系统已有的接口中获取移动终端用户访问网页的相关数据，实现过程简单、成本低。Compared with the user classification method and advertisement delivery method adopted in the existing fixed network, the user classification method and advertisement delivery method and device provided by the present invention target a huge number of mobile terminal user groups, and because the acquired The webpage information can cover all the access records of the mobile terminal users, and can more accurately locate the webpage categories that the mobile terminal users are interested in, and can easily determine the user categories to which the mobile terminal users belong through the corresponding relationship between the webpage categories and user categories; It also enables the advertiser to accurately find potential user groups and deliver advertisements of interest to them, thereby improving the effectiveness of advertisement delivery. On the other hand, because the present invention acquires relevant data of web pages visited by mobile terminal users from the existing interfaces of the existing mobile communication system, the implementation process is simple and the cost is low.
附图说明Description of drawings
图1为本发明实施例一提供的用户分类方法流程图；FIG. 1 is a flowchart of a user classification method provided by Embodiment 1 of the present invention;
图2为本发明实施例二提供的广告投放方法流程图；FIG. 2 is a flow chart of the advertisement placement method provided by Embodiment 2 of the present invention;
图3为本发明实施例二提供的投放广告过程信令流程图；FIG. 3 is a signaling flow chart of the advertising placement process provided by Embodiment 2 of the present invention;
图4为本发明实施例三提供的用户分类装置的结构示意图；FIG. 4 is a schematic structural diagram of a user classification device provided in Embodiment 3 of the present invention;
图5为本发明实施例三提供的用户分类装置中网页信息获取单元的结构示意图；FIG. 5 is a schematic structural diagram of a webpage information acquisition unit in a user classification device provided in Embodiment 3 of the present invention;
图6为本发明实施例四提供的广告投放装置的结构示意图。FIG. 6 is a schematic structural diagram of an advertisement delivery device provided in Embodiment 4 of the present invention.
具体实施方式Detailed ways
下面结合附图对本发明实施例提出的一种用户分类方法、广告投放方法及装置进行详细地说明。A user classification method, advertisement delivery method and device proposed in the embodiments of the present invention will be described in detail below with reference to the accompanying drawings.
实施例一：Embodiment one:
移动互联网中网页类别可以预先定义，例如，网页类别可以根据网页的主题以及内容预先划分得到。例如设定各网页类别包括：“旅游类”、“房产类”、“军事类”以及“数码类”等等。Webpage categories in the mobile Internet can be pre-defined. For example, the webpage categories can be pre-classified according to the theme and content of the webpage. For example, the category of each webpage is set to include: "tourism", "real estate", "military", and "digital" and so on.
然后不断地使用网络爬虫提取和分析移动互联网中所有网页的主题和内容，根据这些网页的主题和内容对应的关键词与各网页类别进行匹配，将移动互联网中的各个网页归属到相应的网页类别中去。Then continuously use web crawlers to extract and analyze the themes and contents of all webpages in the mobile Internet, match the keywords corresponding to the themes and contents of these webpages with each webpage category, and attribute each webpage in the mobile Internet to the corresponding webpage category to go.
还可以将网页的分类结果生成对应的网页类别对应表并存储，下表1是网页类别对应表的示意。其中的网页标识可以采用网页的地址或其他标识的方式来表示。It is also possible to generate and store the corresponding webpage category correspondence table from the classification results of webpages. Table 1 below is a schematic illustration of the webpage category correspondence table. The webpage identifier may be represented by the address of the webpage or other identifiers.
从表1中可以看出，假设现有移动互联网中有100个网页，网页1、网页2和网页3所归属的网页类别为“旅游类”。It can be seen from Table 1 that, assuming that there are 100 webpages in the existing mobile Internet, the category of webpages to which webpage 1, webpage 2 and webpage 3 belong is "tourism".
表1Table 1
由于移动互联网上的网页不断在更新，所以上述对网页分类的过程可能一直在连续不断地进行，对网页分类的过程与对本发明实施例一所提供的用户分类的过程是互相独立的，在时间上也没有绝对的先后关系。在下列对移动终端用户进行分类的步骤中，需要依据上述网页分类的结果来确定用户所访问的网页归属于哪种网页类别。Since the webpages on the mobile Internet are constantly being updated, the above-mentioned process of classifying webpages may be carried out continuously, and the process of classifying webpages is independent of the user classification process provided by Embodiment 1 of the present invention. There is no absolute precedence. In the following steps of classifying mobile terminal users, it is necessary to determine which webpage category the webpage visited by the user belongs to according to the above webpage classification results.
本发明实施例一提供了一种用户分类方法，如图1所示，具体包括以下步骤：Embodiment 1 of the present invention provides a user classification method, as shown in FIG. 1 , which specifically includes the following steps:
步骤101、从移动通信系统中获取各移动终端用户的移动通信数据，确定移动终端用户访问的网页信息。
由于移动通信系统中每一时刻都有数量庞大的移动通信数据产生，在本发明实施例一中，采用周期截取的方式，例如以一个月为周期，从现有移动通信系统Gi接口中截取某一个月从当月第一日至最后一日移动通信系统中各移动终端用户的移动通信数据。Since there is a huge amount of mobile communication data generated at every moment in the mobile communication system, in Embodiment 1 of the present invention, a periodical interception method is adopted, for example, a period of one month is used to intercept certain data from the Gi interface of the existing mobile communication system. Mobile communication data of each mobile terminal user in the mobile communication system from the first day of the month to the last day of the month.
以获取2008年3月份的移动通信数据为例，具体做法为：从现有的移动通信系统中的Gi接口的旁路，使用特定的设备例如分光仪等截取2008年3月1日至3月31日移动通信系统主干网中的所有移动通信数据。Take the acquisition of mobile communication data in March 2008 as an example, the specific method is: bypass the Gi interface in the existing mobile communication system, and use specific equipment such as spectrometers to intercept data from March 1 to March 2008 All mobile communication data in the backbone network of the mobile communication system on the 31st.
对截取到的移动通信数据进行协议格式的分析，将其中具有http请求协议格式的用户访问数据分离出来，解析该用户访问数据，获取其中所包含的网页信息，即网页的地址信息。Analyze the protocol format of the intercepted mobile communication data, separate the user access data with the http request protocol format, analyze the user access data, and obtain the web page information contained in it, that is, the address information of the web page.
从截取到的移动通信数据中分离出与用户访问数据对应的数据链路建立信令，通过对该数据链路建立信令的解析，获取到其中所包含的移动终端用户号码。The data link establishment signaling corresponding to the user access data is separated from the intercepted mobile communication data, and the mobile terminal user number included in the data link establishment signaling is obtained by analyzing the data link establishment signaling.
还可以从截取到的移动通信数据中分离出该移动终端用户访问网页的访问时间(访问该网页起始的时间)。It is also possible to separate the access time of the mobile terminal user's access to the webpage (the start time of accessing the webpage) from the intercepted mobile communication data.
为每一个移动终端用户生成对应的访问记录。每一条访问记录对应着该移动终端用户对某一网页的一次访问；Generate corresponding access records for each mobile terminal user. Each access record corresponds to a visit to a web page by the mobile terminal user;
访问记录例如可以包括：移动终端用户号码、每次访问的网页(可以用网页的地址来表示)以及对应的访问时间；将所有的移动终端用户的访问记录都放在同一个记录表中，生成用户访问记录表并存储。Access records can include, for example: mobile terminal user numbers, webpages visited each time (can be represented by the address of the webpage) and corresponding access time; the access records of all mobile terminal users are all placed in the same record table, generate User access record table and store.
下表2是用户访问记录表的示意。Table 2 below is an illustration of the user access record table.
表2Table 2
步骤102、根据移动终端用户访问的网页信息，确定出移动终端用户访问的网页类别；
根据上述用户访问记录表中存储的用户访问过的网页，查询网页类别对应表中记录的移动互联网中各网页及其所属的网页类别，可以确定移动终端用户访问的网页所对应的网页类别。According to the webpages visited by the user stored in the above-mentioned user access record table, query the webpages and their webpage categories recorded in the webpage category correspondence table in the mobile Internet, and the corresponding webpage category of the webpage accessed by the mobile terminal user can be determined.
步骤103、根据确定出移动终端用户访问的网页类别确定移动终端用户所属的类别。Step 103: Determine the category to which the mobile terminal user belongs according to the determined category of the webpage visited by the mobile terminal user.
根据确定出的移动终端用户访问的网页类别，以及网页类别与用户类别之间的对应关系，确定出移动终端用户所属用户类别。According to the determined webpage category visited by the mobile terminal user and the corresponding relationship between the webpage category and the user category, the user category to which the mobile terminal user belongs is determined.
网页类别和用户类别是预先设定的，两者之间的对应关系可能依据各自具体分类规则不同而不同。其中，较简单的对应关系是一一对应的关系，也就是说一个网页类别只与一个用户类别对应，同时一个用户类别也只对应一个网页类别。例如，将网页类别“旅游类”、“房产类”、“数码类”及“体育类”分别与用户类别A、用户类别B、用户类别C和用户类别D一一对应。The web page category and the user category are preset, and the corresponding relationship between them may be different according to the specific classification rules. Among them, the relatively simple correspondence is a one-to-one correspondence, that is to say, one webpage category only corresponds to one user category, and at the same time, one user category corresponds to only one webpage category. For example, the web page categories "tourism", "real estate", "digital" and "sports" are in one-to-one correspondence with user category A, user category B, user category C and user category D respectively.
当然，在具体实施中，还有其他可能，例如多个网页类别对应同一个用户类别；举个例子，标识为“篮球类”、“足球类”和“乒乓球类”的网页类别可以与同一个用户类别例如用户类别D向相对应(用户类别D是根据用户对球类运动的兴趣而划分的)。Of course, there are other possibilities in specific implementation, for example, multiple webpage categories correspond to the same user category; A user category such as user category D corresponds to (user category D is divided according to the user's interest in ball games).
或者多个用户类别对应同一个网页类别；例如将用户A类、用户B类与同一个网页类别“数码类”对应。Or multiple user categories correspond to the same webpage category; for example, user category A and user category B correspond to the same category of webpage "digital category".
在网页类别与用户类别的对应关系中，也有可能同时存在一一对应、一对多的关系(同一个网页类别对应多个用户类别)和多对一(多个用户类别对应同一个网页类别)的关系。In the correspondence between webpage categories and user categories, there may also be one-to-one correspondence, one-to-many relationship (the same webpage category corresponds to multiple user categories) and many-to-one (multiple user categories correspond to the same webpage category) Relationship.
当上述步骤102中确定出的移动终端用户访问的网页类别仅为一个时，根据网页类别与用户类别的对应关系，确定出用户所属的用户类别就是该网页类别所对应的用户类别(可以是一个或者是多个)。When the webpage category determined by the mobile terminal user in the
更为常见的情况是，确定出移动终端用户所访问的网页类别为多个，在这种情况下，采用设定的规则，确定出该移动终端用户访问的多个网页类别之中，该移动终端用户感兴趣的网页类别。More commonly, it is determined that there are multiple categories of webpages visited by the mobile terminal user. Categories of web pages of interest to end users.
采用设定的规则确定用户感兴趣的网页类别的方式可以有多种，例如可以通过统计用户访问记录表中移动终端用户对所有网页的访问的总次数、对各网页类别的访问次数或访问频率等等，然后将统计结果进行比较来确定，下面简单举例说明。There are many ways to determine the webpage category that the user is interested in using the set rules, for example, the total number of visits to all webpages by the mobile terminal user in the user access record table, the number of visits to each webpage category or the frequency of visits, etc. etc., and then compare the statistical results to determine the following simple examples.
一种方式是通过对对各网页类别的访问次数进行统计得出用户比较感兴趣的网页类别。One way is to obtain the webpage categories that users are more interested in by counting the number of visits to each webpage category.
以表2中号码为“1111122333”的移动终端用户为例，在用户访问记录表中记录的该移动终端用户在2008年3月这一周期内访问移动互联网中各网页的总次数(也就是该移动终端用户对应的访问记录的总条数)假设为50次，其中，共有30次其访问的网页类别为“旅游类”，有15次其访问网页类别为“房产类”；还有5次其访问网页类别为“数码类”。Taking the mobile terminal user whose number is "1111122333" in Table 2 as an example, the total number of times the mobile terminal user visited each webpage in the mobile Internet in the cycle of March 2008 recorded in the user access record table (that is, the The total number of visit records corresponding to the mobile terminal user) is assumed to be 50 times, of which, there are 30 visits to the webpage category of "tourism", 15 visits to the webpage category of "real estate"; and 5 visits The category of its visited web pages is "digital".
对于“旅游类”这一网页类别，计算该移动终端用户对该网页类别的访问次数与总访问次数的比值为30/50；For the web page category of "travel", the ratio of the number of visits to the total number of visits of the mobile terminal user to the web page category is calculated as 30/50;
对于“房产类”这一网页类别，计算该移动终端用户对该网页类别的访问次数与总访问次数的比值为15/50；For the web page category of "real estate", the ratio of the number of visits to the total number of visits of the mobile terminal user to the web page category is calculated as 15/50;
对于“数码类”这一网页类别，计算该移动终端用户对该网页类别的访问次数与总访问次数的比值为5/50。For the web page category of "digital", the ratio of the number of visits to the web page category by the mobile terminal user to the total number of visits is calculated as 5/50.
通过比较上述比值的大小关系，将移动终端用户对网页类别访问次数占总访问次数比值最大的那一个网页类别确定为该移动终端用户感兴趣的网页类别。By comparing the size relationship of the above-mentioned ratios, the webpage category with the largest ratio of visits to the webpage category by the mobile terminal user to the total visits is determined as the webpage category that the mobile terminal user is interested in.
也可以预先设定的一个阈值，如果移动终端用户对某一个或多个网页类别访问的次数占总访问次数的比值大于等于该阈值，那么这一个或多个网页类别即为该移动终端用户感兴趣的网页类别。A threshold can also be set in advance, if the ratio of the number of times a mobile terminal user visits to a certain one or more webpage categories to the total number of visits is greater than or equal to the threshold, then this one or more webpage categories are the mobile terminal user's feelings. Page categories of interest.
还可以在设定的时间内统计移动终端用户对各网页类别访问次数，计算移动终端用户对各网页类别的访问频率，然后进行访问频率大小的比较，与上述方式相似，在此不再赘述。It is also possible to count the number of visits by mobile terminal users to each webpage category within a set time, calculate the visit frequency of each webpage category by mobile terminal users, and then compare the visit frequency, which is similar to the above method and will not be repeated here.
当然，以上采用具体的规则来确定用户感兴趣的网页类别仅是一种较佳的实现方式，在实际应用中，可以实现的方法可以有多种，本发明对于此并不做限定。Of course, using specific rules to determine the category of web pages that the user is interested in is only a preferred implementation manner. In practical applications, there are many possible implementation methods, which are not limited in the present invention.
根据用户类别与网页类别的对应关系，确定该移动终端用户所属的用户类别即为该移动终端用户感兴趣的网页类别所对应的用户类别。According to the correspondence between the user category and the webpage category, it is determined that the user category to which the mobile terminal user belongs is the user category corresponding to the webpage category that the mobile terminal user is interested in.
本发明实施例提供的用户分类方法还可以包括下列步骤104；The user classification method provided by the embodiment of the present invention may also include the following
步骤104、将移动终端用户与其所属的用户类别相对应，生成用户类别对应表并存储。Step 104: Corresponding the mobile terminal users with the user categories they belong to, generating and storing a user category correspondence table.
下表3是上述用户类别对应表的一种示意。从表3中可以看出，一个移动终端用户所属的用户类别可以是一个或者是多个。Table 3 below is an illustration of the above user category correspondence table. It can be seen from Table 3 that a mobile terminal user may belong to one or more user categories.
表3table 3
上表3中，对每个移动终端用户的分类结果是根据从移动通信系统中获取到的某个周期内的移动通信数据而确定的，当从移动通信系统中已获取到下一个周期内的移动通信数据，并以此为基础对移动终端用户进行分类，确定各个移动终端用户所属的用户类别之后，使用当前周期移动终端用户的分类结果更新用户类别对应表中记录的各移动终端用户所属的用户类别。In the above table 3, the classification result of each mobile terminal user is determined according to the mobile communication data in a certain period obtained from the mobile communication system, when the mobile communication data in the next period has been obtained from the mobile communication system Mobile communication data, and classify mobile terminal users based on this, after determining the user category to which each mobile terminal user belongs, use the current cycle mobile terminal user classification results to update the user category correspondence table to which each mobile terminal user belongs User class.
例如以一个月为周期，根据2008年4月份的移动通信数据对各个移动终端用户进行分类之后，采用该次分类结果更新用户类别对应表中记录的根据2008年3月份移动通信数据为基础得到的分类结果。依次类推，不断地更新用户类别对应表中记录的各移动终端用户所属的用户类别。For example, with a period of one month, after classifying each mobile terminal user according to the mobile communication data in April 2008, use the classification result to update the user category correspondence table based on the mobile communication data in March 2008. classification results. By analogy, the user category of each mobile terminal user recorded in the user category correspondence table is continuously updated.
实施例二：Embodiment two:
本发明实施例二提供了一种广告投放方法，如图2所示，具体包括下列步骤：Embodiment 2 of the present invention provides an advertisement placement method, as shown in FIG. 2 , which specifically includes the following steps:
步骤201、按照实施例一所提供的用户分类方法确定移动终端用户所属的用户类别。Step 201: Determine the user category to which the mobile terminal user belongs according to the user classification method provided in Embodiment 1.
本发明实施例一中提供的用户分类方法中，通过确定移动终端用户浏览移动互联网中网页所属网页类别对移动终端用户进行分类。In the user classification method provided in Embodiment 1 of the present invention, the mobile terminal users are classified by determining the category of the webpages that the mobile terminal users browse in the mobile Internet to which they belong.
在实际应用的过程中，往往为了对用户进行更进一步的细化的定位和推送广告，还可以根据移动终端用户所在地理区域的区域特征或用户静态属性信息，确定移动终端用户在所属用户类别中对应的用户子类别。In the process of practical application, in order to further refine the positioning of users and push advertisements, it is also possible to determine whether mobile terminal users belong to the user category according to the regional characteristics of the geographical area where the mobile terminal user is located or the static attribute information of the user. The corresponding user subcategory.
举个例子来说明，依照本发明实施例一提供的用户分类方法，移动终端用户“1111122333”所属用户类别为“B类”，根据该移动终端用户所在地理区域的区域特征信息(例如该移动终端用户频繁出现的王府井地区、西单地区具有“商业区”这一区域特征)，确定该移动终端用户归属于“B类”中“血拼族”这一子类别。To give an example to illustrate, according to the user classification method provided in Embodiment 1 of the present invention, the user category of the mobile terminal user "1111122333" is "Class B", according to the regional feature information of the geographical area where the mobile terminal user is located (such as the mobile terminal The Wangfujing area and Xidan area where users frequently appear have the regional characteristics of "commercial area"), and it is determined that the mobile terminal user belongs to the subcategory of "shopping group" in "Category B".
当然，还可以通过移动通信系统中存储的用户静态属性信息，确定移动终端用户在所属用户类别中对应的用户子类别。Certainly, the user subcategory corresponding to the user category of the mobile terminal user may also be determined through the user static attribute information stored in the mobile communication system.
例如按照用户静态属性信息中的性别信息，确定某一移动终端用户是属于所属类别下的“男性”或者“女性”的子类别。For example, according to the gender information in the user's static attribute information, it is determined that a certain mobile terminal user belongs to the subcategory of "male" or "female" under the category to which it belongs.
步骤202、根据步骤201确定出的移动终端用户所属的用户类别，向移动终端用户投放相应的广告。
具体投放广告的信令流程如图3所示，包括如下步骤：The specific signaling process for placing advertisements is shown in Figure 3, including the following steps:
步骤301、网站服务器获取移动终端用户发起的访问请求；
步骤302、网站服务器发送携带有移动终端用户号码的投放广告请求至广告服务器；
步骤303、广告服务器接收投放广告请求，从中解析出移动终端用户号码；
步骤304、广告服务器根据移动终端用户所属的用户类别，向移动终端用户投放相应的广告。
当然，如果对用户类别进行了进一步的细化分类，还可以针对各用户类别中的子类别投放相应的广告。Of course, if the user categories are further classified, corresponding advertisements can also be delivered for subcategories in each user category.
实施例三：Embodiment three:
本发明实施例提供了一种用户分类装置。如图4所示，包括：网页信息获取单元401、用户访问网页类别确定单元402和用户分类单元403；An embodiment of the present invention provides a user classification device. As shown in Figure 4, it includes: a web page
网页信息获取单元401，用于从移动通信系统中获取各移动终端用户的移动通信数据，确定移动终端用户访问的网页信息；The web page
用户访问网页类别确定单元402，用于根据所述移动终端用户访问的网页信息，确定出移动终端用户访问的网页类别；A user-accessed webpage
用户分类单元403，用于根据用户访问网页类别确定单元402确定出移动终端用户访问的网页类别，确定移动终端用户所属的用户类别。The
本发明实施例三提供的用户分类装置，还可以包括：存储单元404，用于存储网页地址及网页所属的网页类别。The user classification device provided in Embodiment 3 of the present invention may further include: a
进一步地，本发明实施例三提供的用户分类装置中的网页信息获取单元401，如图5所示，具体包括：截取子单元501和解析子单元502；其中：Further, the web page
截取子单元501，用于周期从移动通信系统中截取移动通信数据；An intercepting
解析子单元502，用于解析出移动通信数据中包含的移动终端用户标识以及访问的网页地址，确定移动终端用户访问的网页信息。The parsing
实施例四：Embodiment four:
本发明实施例四提供了一种广告投放装置，如图6所示，包括：用户分类单元601和广告投放单元602；Embodiment 4 of the present invention provides an advertisement delivery device, as shown in FIG. 6 , including: a
用户分类单元601，用于从移动通信系统中获取各移动终端用户的移动通信数据，确定移动终端用户访问的网页信息；根据移动终端用户访问的网页信息，确定出移动终端用户访问的网页类别；根据确定出的网页类别，对移动终端用户进行分类，确定移动终端用户所属的用户类别；The
广告投放单元602，用于根据用户分类单元601确定出的移动终端用户所属的用户类别，向移动终端用户投放相应的广告。The
本发明所提供的用户分类方法和广告投放方法及装置，与现有固网中采用的用户分类方法及广告投放方法相比，所针对的移动终端用户群体数量庞大，并且由于所获取到的网页信息能够涵盖移动终端用户所有的访问记录，能够更准确地找到移动终端用户感兴趣的网页类别，并且通过网页类别与用户类别的对应关系，能够较容易地确定移动终端用户所属的用户类别；从而使广告投放商能够准确地找到潜在的用户群体，并向其投放其感兴趣的广告，提高广告投放的效果。另一方面，由于本发明通过从现有的移动通信系统已有的Gi接口中获取移动终端用户访问网页的相关数据，实现过程简单、成本低。Compared with the user classification method and advertisement delivery method used in the existing fixed network, the user classification method and advertisement delivery method and device provided by the present invention have a large number of mobile terminal user groups, and because the obtained web pages The information can cover all the access records of the mobile terminal user, and can more accurately find the webpage category that the mobile terminal user is interested in, and through the corresponding relationship between the webpage category and the user category, it can be relatively easy to determine the user category to which the mobile terminal user belongs; thus It enables advertisers to accurately find potential user groups, and deliver advertisements of interest to them, improving the effectiveness of advertisement delivery. On the other hand, since the present invention acquires relevant data of web pages visited by mobile terminal users from the existing Gi interface of the existing mobile communication system, the implementation process is simple and the cost is low.
显然，本领域的技术人员可以对本发明进行各种改动和变型而不脱离本发明的精神和范围。这样，倘若本发明的这些修改和变型属于本发明权利要求及其等同技术的范围之内，则本发明也意图包含这些改动和变型在内。Obviously, those skilled in the art can make various changes and modifications to the present invention without departing from the spirit and scope of the present invention. Thus, if these modifications and variations of the present invention fall within the scope of the claims of the present invention and their equivalent technologies, the present invention also intends to include these modifications and variations.
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| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN101957834A (en)* | 2010-08-12 | 2011-01-26 | 百度在线网络技术（北京）有限公司 | Content recommending method and device based on user characteristics |
| CN102236695A (en)* | 2011-04-28 | 2011-11-09 | 大连亿创天地科技发展有限公司 | Method and system for customer tracking service for website |
| CN102291251A (en)* | 2011-04-28 | 2011-12-21 | 大连亿创天地科技发展有限公司 | User state tracking method and system for internet website |
| WO2012055104A1 (en)* | 2010-10-28 | 2012-05-03 | Nokia Corporation | Method and apparatus for performing user segmentation based on user behavior information |
| CN102629265A (en)* | 2012-03-06 | 2012-08-08 | 奇智软件（北京）有限公司 | Method and system for building up web page database |
| CN102708132A (en)* | 2012-03-06 | 2012-10-03 | 奇智软件（北京）有限公司 | A web page recommendation method and system |
| CN102880676A (en)* | 2012-09-10 | 2013-01-16 | 新浪网技术(中国)有限公司 | Statistical method for user behavior data and user behavior data statistical system |
| CN103096270A (en)* | 2013-02-06 | 2013-05-08 | 福建伊时代信息科技股份有限公司 | Active type mobile information pushing system and pushing method |
| WO2013131432A1 (en)* | 2012-03-06 | 2013-09-12 | 北京奇虎科技有限公司 | Method and system for establishing webpage database, and recommendation method and system |
| CN103412870A (en)* | 2013-07-09 | 2013-11-27 | 北京深思洛克软件技术股份有限公司 | News pushing method of mobile terminal device news client side software |
| CN104462320A (en)* | 2014-12-01 | 2015-03-25 | 中国联合网络通信集团有限公司 | Method and device for realizing classification of network users |
| CN105049513A (en)* | 2015-07-22 | 2015-11-11 | 宁波高新区长联网络科技有限公司 | New pushing system for background advertisement and customizing message |
| CN105096158A (en)* | 2015-07-01 | 2015-11-25 | 北京奇虎科技有限公司 | Method and device for pushing information |
| CN105472033A (en)* | 2015-12-31 | 2016-04-06 | 腾讯科技（深圳）有限公司 | Media information processing method and mobile terminal |
| CN106204083A (en)* | 2015-04-30 | 2016-12-07 | 中国移动通信集团山东有限公司 | A kind of targeted customer's sorting technique, Apparatus and system |
| CN106408762A (en)* | 2015-07-27 | 2017-02-15 | 北京志方信城机电设备有限公司 | Automatic vending machine and advertisement putting method and device applied to automatic vending machine |
| CN107205011A (en)* | 2016-03-17 | 2017-09-26 | 阿里巴巴集团控股有限公司 | Business datum method for pushing and its system |
| CN107423999A (en)* | 2017-03-31 | 2017-12-01 | 优品财富管理股份有限公司 | A kind of orientation based on user grouping issues advertising method and system |
| CN110532460A (en)* | 2019-04-18 | 2019-12-03 | 国家计算机网络与信息安全管理中心 | Classification method, device, electronic equipment and the medium of network access user |
| TWI827984B (en)* | 2021-10-05 | 2024-01-01 | 台灣大哥大股份有限公司 | System and method for website classification |
- 2008
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Cited By (24)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN101957834A (en)* | 2010-08-12 | 2011-01-26 | 百度在线网络技术（北京）有限公司 | Content recommending method and device based on user characteristics |
| CN101957834B (en)* | 2010-08-12 | 2013-08-07 | 百度在线网络技术（北京）有限公司 | Content recommending method and device based on user characteristics |
| WO2012055104A1 (en)* | 2010-10-28 | 2012-05-03 | Nokia Corporation | Method and apparatus for performing user segmentation based on user behavior information |
| CN102236695A (en)* | 2011-04-28 | 2011-11-09 | 大连亿创天地科技发展有限公司 | Method and system for customer tracking service for website |
| CN102291251A (en)* | 2011-04-28 | 2011-12-21 | 大连亿创天地科技发展有限公司 | User state tracking method and system for internet website |
| CN102629265A (en)* | 2012-03-06 | 2012-08-08 | 奇智软件（北京）有限公司 | Method and system for building up web page database |
| CN102708132A (en)* | 2012-03-06 | 2012-10-03 | 奇智软件（北京）有限公司 | A web page recommendation method and system |
| CN102629265B (en)* | 2012-03-06 | 2016-01-13 | 北京奇虎科技有限公司 | A kind of method and system setting up web database |
| WO2013131432A1 (en)* | 2012-03-06 | 2013-09-12 | 北京奇虎科技有限公司 | Method and system for establishing webpage database, and recommendation method and system |
| CN102880676A (en)* | 2012-09-10 | 2013-01-16 | 新浪网技术(中国)有限公司 | Statistical method for user behavior data and user behavior data statistical system |
| CN103096270B (en)* | 2013-02-06 | 2015-09-16 | 福建伊时代信息科技股份有限公司 | Active mobile message supplying system and method for pushing |
| CN103096270A (en)* | 2013-02-06 | 2013-05-08 | 福建伊时代信息科技股份有限公司 | Active type mobile information pushing system and pushing method |
| CN103412870A (en)* | 2013-07-09 | 2013-11-27 | 北京深思洛克软件技术股份有限公司 | News pushing method of mobile terminal device news client side software |
| CN104462320A (en)* | 2014-12-01 | 2015-03-25 | 中国联合网络通信集团有限公司 | Method and device for realizing classification of network users |
| CN106204083A (en)* | 2015-04-30 | 2016-12-07 | 中国移动通信集团山东有限公司 | A kind of targeted customer's sorting technique, Apparatus and system |
| CN105096158A (en)* | 2015-07-01 | 2015-11-25 | 北京奇虎科技有限公司 | Method and device for pushing information |
| CN105049513A (en)* | 2015-07-22 | 2015-11-11 | 宁波高新区长联网络科技有限公司 | New pushing system for background advertisement and customizing message |
| CN106408762A (en)* | 2015-07-27 | 2017-02-15 | 北京志方信城机电设备有限公司 | Automatic vending machine and advertisement putting method and device applied to automatic vending machine |
| CN105472033A (en)* | 2015-12-31 | 2016-04-06 | 腾讯科技（深圳）有限公司 | Media information processing method and mobile terminal |
| CN107205011A (en)* | 2016-03-17 | 2017-09-26 | 阿里巴巴集团控股有限公司 | Business datum method for pushing and its system |
| CN107423999A (en)* | 2017-03-31 | 2017-12-01 | 优品财富管理股份有限公司 | A kind of orientation based on user grouping issues advertising method and system |
| CN107423999B (en)* | 2017-03-31 | 2021-03-30 | 优品财富管理股份有限公司 | Directional advertisement issuing method and system based on user grouping |
| CN110532460A (en)* | 2019-04-18 | 2019-12-03 | 国家计算机网络与信息安全管理中心 | Classification method, device, electronic equipment and the medium of network access user |
| TWI827984B (en)* | 2021-10-05 | 2024-01-01 | 台灣大哥大股份有限公司 | System and method for website classification |
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