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基于消费者移动轨迹的DSP广告策略研究
Research on the Strategy of DSP Advertisement Using Customer Movement Patterns
【作者】 陈敏;
【导师】 孙文俊;
【作者基本信息】 哈尔滨工业大学 , 管理科学与工程, 2017, 硕士
【摘要】 在互联网云平台和大数据挖掘分析技术的快速发展下,越来越多样、越来越复杂的广告营销方式不断推动广告行业的蓬勃发展。以用广告受众为核心的需求方平台(Demand-Side Platform,DSP)通过消费者行为分析,将广告投入到有需求的个体面前。而由于移动通信的普及和移动互联网的高速发展,人和智能终端一一绑定,终端的地理位置变化有效反应人的地理位置变化,这将对以精准营销为核心的DSP广告投放带来跨越式发展。本文以大型购物中心这一典型线下商务场景为研究对象,结合室内定位技术追踪购物中心消费者的移动轨迹,对购物中心内的移动广告投放记录与广告效果记录进行深入挖掘和分析,充分考虑消费者的个人属性、移动轨迹等多维信息,以线下消费者的地理位置变化为核心要素,将线上精准营销的DSP广告模式与线下特殊场景结合,提出了基于消费者移动轨迹的DSP广告投放4W(When and Where send What to Who)策略模型,并分别从“广告受众画像”、“广告内容动态关联”、“广告投放时机选择”等三个要素对模型结构进行了阐述说明,针对不同要素中的核心内容提出假设。针对上述模型,本文选取了某大型购物中心为研究对象,提取相关数据对上述模型中的三个要素展开分析,发现广告受众画像中的消费者的性别与广告效果并无相关关系,而消费者的年龄、是否购物中心会员、会员拥有时长等静态因素,以及消费者在购物中心的日均访问的驻留时长、近30天或近7天路过或进入购物中心次数等动态特征、以及是否目的消费的客群类别等都会对购物中心的广告效果产生影响。值得一提的是,近30天路过和进入购物中心的次数对消费者受广告影响的作用呈现出完全相反的关系,并且近30天与近7天的对应记录也呈现出相反的作用规律。此外,购物中心的消费者对不同店铺的访问存在关联关系,关联店铺和热门店铺都能辅助模型更好地挖掘消费者的购物中心行为习惯,为模型中的DSP广告定向投放提供参考依据。同时,本文发现购物中心的消费者对该场景中的移动广告做出积极响应的概率在进入商场的开始时段最高,并随着其进入商场的时间延长先降低后增加。根据以上研究结论,本文对基于消费者移动轨迹的DSP广告投放4W策略模型进行了总结分析,对使用该模型的不同角色(即广告商、广告主、广告受众等)之间的关系进行了探讨,并分别面向广告商和广告主提出了基于消费者移动轨迹的DSP广告投放4W策略模型的使用建议,以达到广告双方各自盈利的目标,共同维护和发展作为广告受众的消费者,在提高广告效果的同时改善消费者的服务体验。
【Abstract】 With the rapid developmet of technology in the Internet cloud platform and big data mining and analysis,more and more diverse and complex forms of advertisement marketing continue to promote the vigorous development of the advertising industry.Demand-Side Platform(DSP),which takes the advertising audience as the core,can send advertisement into needy individuals through consumer behavior analysis.In the same time,as the popularity of mobile communications and the rapid development of mobile Internet,People and intelligent terminals one by one binding,The geographical location change of the mobile terminal effectively reflects the change of the geographical position of the person.This will bring leapfrog development to DSP advertising.This paper takes the typical business scene of the large shopping center as the research object,combined with indoor positioning technology to track the consumer trajectory in shopping center.It digs and analyzes the mobile advertising records in the shopping center,fully consider the consumer’s personal attributes,moving trajectories and other multi-dimensional information,take the sub-consumer’s geographical location changes as the core elements,combined with online DSP advertising mode and offline special scenes,proposed 4W(When and Where send What to Who)strategy model for DSP advertising based on consumer movement trajectory.In this paper describes the model structure,from three elementst : "advertising audience portrait","advertising content dynamic association",an d "advertising options",and make research assumptions about different core elements.For the above mode,this paper selected a large shopping center as the as the research object,extract the relevant data to analyze the three elements in the above model.And we find that the gender of the consumer is not related to the advertisement effect while the age of the consumer,whether the membership of the mall,the number of years of membership,the historical record of the consumer’s visit,the duration of the daily visit,and the consumer class(purposeful customer or un_purposeful customer)will Will have an impact on the advertising effect of the shopping center.At the same time,there is a relationship between consumers and different stores in shopping center.Related shops and popular shops can assist the model to dig deeper into the behavior of consumers.In addition,we find that the probability of a consumer responding positively to a mobile ad is highest at the beginning of his entry into the mall,and with this consumer’s stay,it decreased first and increased before the consumer’s departure.Based on the above conclusions,this paper summarizes the 4W strategy model of DSP advertising based on consumer movement trajectory,and discuss the relationship between the different roles that use the model(i.e.advertising agency,advertising buyers,advertising audiences,etc.).In thesametime,this paper puts forward the suggestion of using 4W strategy model of DSP advertising based on consumer movement trajectory for advertising agency and advertising buyers,to help them achieve their own profit targets,in order to maintain and develop advertising audience more reasonably,and to improve the effectiveness of advertising while improving the consumer service experience.
【Key words】 DSP advertising; 4W advertising strategy model; advertising audience portrait; launch opportunity; correlation analysis;
- 【网络出版投稿人】 哈尔滨工业大学 【网络出版年期】2018年 02期
- 【分类号】F713.8
- 【被引频次】1
- 【下载频次】396