CN114792251B - Marketing information pushing method and device, electronic equipment and storage medium - Google Patents

Marketing information pushing method and device, electronic equipment and storage medium

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Publication number
CN114792251B
CN114792251B CN202210442100.4A CN202210442100A CN114792251B CN 114792251 B CN114792251 B CN 114792251B CN 202210442100 A CN202210442100 A CN 202210442100A CN 114792251 B CN114792251 B CN 114792251B
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user
merchant
tag
pushing
pushed
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CN114792251A (en
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王铎
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Agricultural Bank of China
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Agricultural Bank of China
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    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0255—Targeted advertisements based on user history
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/20—Information retrieval; Database structures therefor; File system structures therefor of structured data, e.g. relational data
    • G06F16/24—Querying
    • G06F16/245—Query processing
    • G06F16/2457—Query processing with adaptation to user needs
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0254—Targeted advertisements based on statistics

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  • Business, Economics & Management (AREA)
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  • General Business, Economics & Management (AREA)
  • Probability & Statistics with Applications (AREA)
  • Data Mining & Analysis (AREA)
  • Databases & Information Systems (AREA)
  • General Engineering & Computer Science (AREA)
  • Computational Linguistics (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)

Abstract

The application provides a marketing information pushing method, a marketing information pushing device, electronic equipment and a storage medium. In the marketing information pushing method, user information of a user to be pushed is obtained. And searching out the user tag of the user to be pushed from a pre-constructed user tag library based on the user information. Based on the user tag, searching a merchant tag associated with the user tag from a pre-constructed user merchant association relation library. And determining the pushing type of the user to be pushed, and screening merchant labels of the pushable merchants from the merchant labels based on the pushing type. And acquiring marketing information of the merchant corresponding to the merchant label of the pushable merchant, and sending the marketing information to the user to be pushed. Through the accurate depiction of the user portrait label, the generation of the merchant label and the correlation analysis between the user and the merchant, the user information resource and the merchant resource are integrated, and the marketing resource is accurately pushed to the user, so that the accurate marketing to the user is achieved, and meanwhile, the drainage effect to the merchant is achieved.

Description

Marketing information pushing method and device, electronic equipment and storage medium
Technical Field
The present application relates to the field of big data technologies, and in particular, to a method and apparatus for pushing marketing information, an electronic device, and a storage medium.
Background
With the aggravation of market competition, extensive subsidy offers and general marketing means cannot adapt to the current marketing needs. Therefore, targeted marketing information pushing is needed to be carried out on the clients, so that accurate marketing can be realized, and clients can be better mined and business popularization can be carried out.
In the prior art, only the drawing of a user portrait is generally considered, and the user portrait is obtained by analyzing basic information, preferences, and the like of the user. However, the user and the merchant cannot be accurately matched only by the user portrait, and the purpose of accurate marketing cannot be achieved.
Disclosure of Invention
In view of the above, the application provides a marketing information pushing method, a marketing information pushing device, an electronic device and a storage medium, which are used for solving the problem that in the prior art, only user portraits are usually considered, and the user portraits are obtained by analyzing basic information, preferences and the like of users. However, the user and the merchant cannot be accurately matched only by the user portrait, so that the problem of accurate marketing is solved.
In order to achieve the above purpose, the present application provides the following technical solutions:
The first aspect of the application discloses a marketing information pushing method, which comprises the following steps:
acquiring user information of a user to be pushed;
Based on the user information, searching the user tag of the user to be pushed from a pre-constructed user tag library;
Searching merchant labels associated with the user labels from a pre-constructed user merchant association relation library based on the user labels;
Determining the pushing type of the user to be pushed, and screening merchant labels of pushable merchants from the merchant labels based on the pushing type, wherein the pushing type comprises real-time pushing and periodical pushing;
And acquiring marketing information of the merchant corresponding to the merchant label of the pushable merchant, and sending the marketing information to the user to be pushed.
Optionally, in the above method, the construction process of the user tag library includes:
Collecting user information of a user;
performing data verification on the acquired user information to obtain user information passing the data verification;
carrying out data cleaning on the user information passing the data verification to obtain cleaned user information;
and generating a user tag based on the cleaned user information, and storing the user tag into the user tag library.
Optionally, in the above method, the determining a push type of the user to be pushed, and screening a merchant label of a pushable merchant from the merchant labels based on the push type includes:
If the pushing type of the user to be pushed is real-time pushing, inputting the user tag and the searched merchant tag into a pre-established association model to obtain a merchant tag of a pushable merchant;
And if the pushing type of the user to be pushed is regular pushing, taking the searched merchant labels as merchant labels of pushable merchants.
Optionally, in the above method, the obtaining marketing information of the merchant corresponding to the merchant tag associated with the user tag and sending the marketing information to the user to be pushed includes:
acquiring a merchant score of the merchant corresponding to the merchant label associated with the user label;
screening out merchants with the score meeting preset conditions;
And acquiring the marketing information of the screened merchant and sending the marketing information to the user to be pushed.
The second aspect of the application discloses a pushing device of marketing information, comprising:
the acquisition unit is used for acquiring user information of the user to be pushed;
the first searching unit is used for searching the user tag of the user to be pushed from a pre-constructed user tag library based on the user information;
the second searching unit is used for searching merchant labels associated with the user labels from a pre-constructed user merchant association relation library based on the user labels;
the determining unit is used for determining the pushing type of the user to be pushed and screening merchant labels of pushable merchants from the merchant labels based on the pushing type, wherein the pushing type comprises real-time pushing and periodical pushing;
and the pushing unit is used for acquiring marketing information of the merchant corresponding to the merchant label of the pushable merchant and sending the marketing information to the user to be pushed.
Optionally, in the foregoing apparatus, the first search unit includes:
the acquisition subunit is used for acquiring user information of a user;
the verification subunit is used for carrying out data verification on the acquired user information to obtain user information passing the data verification;
The data cleaning subunit is used for cleaning the data of the user information passing the data verification to obtain cleaned user information;
And the label generating subunit is used for generating a user label based on the cleaned user information and storing the user label into the user label library.
Optionally, in the foregoing apparatus, the determining unit includes:
The first determining subunit is configured to input the user tag and the found merchant tag into a pre-built association model to obtain a merchant tag of a pushable merchant if the push type of the user to be pushed is real-time push;
And the second determining subunit is used for taking the searched merchant labels as merchant labels of pushable merchants if the pushing type of the user to be pushed is regular pushing.
Optionally, in the foregoing apparatus, the pushing unit includes:
An obtaining subunit, configured to obtain a merchant score of the merchant corresponding to the merchant tag associated with the user tag;
a screening subunit, configured to screen merchants whose score meets a preset condition;
and the pushing subunit is used for acquiring the screened marketing information of the commercial tenant and sending the marketing information to the user to be pushed.
The third aspect of the present application discloses an electronic device, comprising:
One or more processors;
a storage device having one or more programs stored thereon;
The one or more programs, when executed by the one or more processors, cause the one or more processors to implement the method of any of the first aspects of the present application.
A fourth aspect of the application discloses a computer storage medium having stored thereon a computer program which, when executed by a processor, implements a method according to any of the first aspects of the application.
According to the technical scheme, in the marketing information pushing method provided by the application, the user information of the user to be pushed is obtained. And searching out the user tag of the user to be pushed from a pre-constructed user tag library based on the user information. Based on the user tag, searching a merchant tag associated with the user tag from a pre-constructed user merchant association relation library. And determining the pushing type of the user to be pushed, and screening merchant labels of the pushable merchants from the merchant labels based on the pushing type, wherein the pushing type comprises real-time pushing and periodical pushing. And acquiring marketing information of the merchant corresponding to the merchant label of the pushable merchant, and sending the marketing information to the user to be pushed. Therefore, by utilizing the method, the user information resources and the merchant resources are integrated through the accurate depiction of the user portrait labels, the generation of the merchant labels and the correlation analysis between the user and the merchant, and the marketing resources are accurately pushed to the user, so that the accurate marketing to the user is achieved, and meanwhile, the drainage effect to the merchant is achieved. The method solves the problem that in the prior art, only the drawing of the user portrait is usually considered, and the user portrait is obtained by analyzing basic information, preference and the like of the user. However, the user and the merchant cannot be accurately matched only by the user portrait, so that the problem of accurate marketing is solved.
Drawings
In order to more clearly illustrate the embodiments of the present application or the technical solutions in the prior art, the drawings that are required to be used in the embodiments or the description of the prior art will be briefly described below, and it is obvious that the drawings in the following description are only embodiments of the present application, and that other drawings can be obtained according to the provided drawings without inventive effort for a person skilled in the art.
FIG. 1 is a flowchart of a method for pushing marketing messages according to another embodiment of the present application;
FIG. 2 is a flow chart of one implementation of step S102 disclosed in another embodiment of the present application;
FIG. 3 is a schematic diagram of a pushing device for marketing messages according to another embodiment of the present application;
Fig. 4 is a schematic diagram of an electronic device according to another embodiment of the present application.
Detailed Description
The following description of the embodiments of the present application will be made clearly and completely with reference to the accompanying drawings, in which it is apparent that the embodiments described are only some embodiments of the present application, but not all embodiments. All other embodiments, which can be made by those skilled in the art based on the embodiments of the application without making any inventive effort, are intended to be within the scope of the application.
In the present disclosure, the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising one does not exclude the presence of other like elements in a process, method, article, or apparatus that comprises an element.
Moreover, relational terms such as first and second, and the like may be used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions.
The embodiment of the application provides a marketing information pushing method, which is specifically shown in fig. 1 and comprises the following steps:
s101, acquiring user information of a user to be pushed.
When marketing information of a merchant needs to be pushed to a user, user information of the user to be pushed, including information such as a user name and a user age, is firstly obtained.
S102, searching out a user tag of a user to be pushed from a pre-constructed user tag library based on the user information.
It should be noted that, after the user information of the user to be pushed is obtained, the user tag of the user to be pushed is found out from a pre-constructed user tag library based on the user information. The user tag library is constructed by pre-collected user information.
Optionally, in another embodiment of the present application, the construction process of the user tag library in step S102, as shown in fig. 2, may include:
S201, collecting user information of a user.
It should be noted that, firstly, determining the data sources of the user information, establishing a user data preparation server for each data source, deploying a data acquisition program on the data sources, acquiring the user information on the data sources into the user data preparation server through the data acquisition program, uploading the user information to a cloud server for storage, transmitting the data by adopting a secure transmission protocol SFTP, and if the data sources are the user information stored in the FTP server, ensuring the security of the sensitive user data. The user information can be collected through user reservation information, transaction information of the user and a data open source interface provided by a partner.
S202, data verification is carried out on the collected user information, and user information passing the data verification is obtained.
It should be noted that, a data verification micro service is established, whether the information is effective in data verification is performed on the collected user information, whether the user information on the cloud server is effective is judged, and the user information passing the data verification is obtained.
S203, data cleaning is carried out on the user information which passes the data verification, and the cleaned user information is obtained.
After obtaining the user information passing the data verification, the user information passing the data verification is subjected to data cleaning, and the useless information is filtered to obtain the cleaned user information.
S204, generating a user tag based on the cleaned user information, and storing the user tag in a user tag library.
For each user, a user tag is generated based on the user information after washing, and stored in a user tag library.
S103, searching merchant labels associated with the user labels from a pre-constructed user merchant association relation library based on the user labels.
It should be noted that, based on the user tag, the merchant tag associated with the user tag is searched from the pre-constructed user merchant association relation library. The user-merchant association relation library is obtained by regularly configuring matching relations between the full quantity of user tags and merchant tags, and association analysis can be performed on the user tags and the merchant tags by adopting manual operation or based on user history behaviors. For example, according to the past behavior data of the user, the association degree between the user tag and the merchant tag is found, and the association relationship between the user tag and the merchant tag with the highest matching degree is determined through the matching degree between the user tag and the merchant tag.
It should be noted that, the merchant tag is stored in a pre-constructed merchant tag library, and the construction process of the merchant tag library can refer to the construction process of the user tag library, which is not described herein.
S104, determining the pushing type of the user to be pushed, and screening merchant labels of the pushable merchants from the merchant labels based on the pushing type, wherein the pushing type comprises real-time pushing and periodical pushing.
It should be noted that, after searching the merchant label associated with the user label from the pre-constructed user merchant association relation library, the push type of the user to be pushed is further determined, where the push type of the user to be pushed includes real-time push and periodic push. The real-time pushing is a situation that the real-time pushing to the user is triggered according to the real-time operation behavior of the user through the real-time streaming data, for example, the user actively clicks a pushing request of the marketing information. The regular pushing is to regularly push marketing information to the user according to a preset time period. And screening merchant labels of the pushable merchants from the merchant labels based on the push type.
Alternatively, in another embodiment of the present application, an implementation of step S104 may include:
If the pushing type of the user to be pushed is real-time pushing, inputting the user label and the searched merchant label into a pre-constructed association model to obtain a merchant label of the pushable merchant.
If the pushing type of the user to be pushed is regular pushing, the searched merchant labels are used as merchant labels of the pushable merchants.
It should be noted that if the pushing type of the user to be pushed is real-time pushing, the user tag and the searched merchant tag are input into a pre-built association model to obtain a merchant tag of the pushable merchant. The relevance model comprises dummy variable penalty items, and model parameters are adjusted in a self-adaptive mode according to marketing effects. Wherein the model function is in the form of:
Wherein C ij is the association coefficient between the ith user tag and the jth merchant tag. X i,Yi is the value of user tag i and merchant tag j, respectively. Sigma is a dummy variable and takes on the value of F (Dis) is a function of the argument as distance, and is used as a penalty term. When the merchant is an off-line merchant, the overall scoring function is optimized by constructing a penalty term of-sigma.f (Dis) according to the distance from the user. Typically, f (Dis) is a nonlinear function, growing more gradually in a smaller range, and increasing dramatically when a threshold is exceeded, thereby filtering out off-line merchants too far from the user. Online merchants are not affected by this. For example, according to the information such as the real-time behavior and the geographic information of the user, F score is calculated, and the partner merchant with higher matching degree is determined, so that real-time marketing is performed on the user based on the result.
If the pushing type of the user to be pushed is regular pushing, the searched merchant labels are used as merchant labels of pushable merchants. For example, in a certain period, the user tag and the merchant tag of the existing user are periodically and regularly bumped against the database, so that merchants suitable for each user are obtained, and accurate marketing is performed.
S105, acquiring marketing information of the merchant corresponding to the merchant label of the pushable merchant, and sending the marketing information to the user to be pushed.
It should be noted that, after screening the merchant label of the pushable merchant, the marketing information of the merchant corresponding to the merchant label of the pushable merchant is obtained, and the marketing information is sent to the user to be pushed. For example, the preferential content of the commercial tenant can be pushed to the user through channels such as short messages, applets and the like, and the user can enjoy the preferential of the commercial tenant after logging in the applets and the mobile phone APP.
Alternatively, in another embodiment of the present application, an implementation of step 105 may include:
And acquiring merchant scores of merchants corresponding to the merchant labels associated with the user labels.
And screening out merchants with merchant scores meeting preset conditions.
And acquiring the screened marketing information of the commercial tenant, and sending the marketing information to the user to be pushed.
It should be noted that, when pushing marketing information, in order to improve the quality of message pushing, first, the merchant scores of the merchants corresponding to the merchant labels associated with the user labels are obtained, and the merchants with the merchant scores meeting the preset conditions are screened out, for example, the 50 merchants with the highest scores are screened out. And then acquiring the screened marketing information of the commercial tenant, and pushing the marketing information to the user to be pushed through channels such as short messages, applets and the like.
In the marketing information pushing method provided by the embodiment of the application, the user information of the user to be pushed is obtained. And searching out the user tag of the user to be pushed from a pre-constructed user tag library based on the user information. Based on the user tag, searching a merchant tag associated with the user tag from a pre-constructed user merchant association relation library. And determining the pushing type of the user to be pushed, and screening merchant labels of the pushable merchants from the merchant labels based on the pushing type, wherein the pushing type comprises real-time pushing and periodical pushing. And acquiring marketing information of the merchant corresponding to the merchant label of the pushable merchant, and sending the marketing information to the user to be pushed. Therefore, by utilizing the method, the user information resources and the merchant resources are integrated through the accurate depiction of the user portrait labels, the generation of the merchant labels and the correlation analysis between the user and the merchant, and the marketing resources are accurately pushed to the user, so that the accurate marketing to the user is achieved, and meanwhile, the drainage effect to the merchant is achieved. The method solves the problem that in the prior art, only the drawing of the user portrait is usually considered, and the user portrait is obtained by analyzing basic information, preference and the like of the user. However, the user and the merchant cannot be accurately matched only by the user portrait, so that the problem of accurate marketing is solved.
Optionally, in another embodiment of the present application, a pushing device for marketing information is further provided, specifically as shown in fig. 3, including:
an obtaining unit 301, configured to obtain user information of a user to be pushed.
The first searching unit 302 is configured to search, based on the user information, a user tag of a user to be pushed from a user tag library that is constructed in advance.
And the second searching unit 303 is configured to search, based on the user tag, a merchant tag associated with the user tag from a pre-constructed user merchant association relation library.
The determining unit 304 is configured to determine a push type of a user to be pushed, and screen merchant tags of a pushable merchant from merchant tags based on the push type, where the push type includes real-time push and periodic push.
And the pushing unit 305 is configured to obtain marketing information of a merchant corresponding to the merchant label of the pushable merchant, and send the marketing information to the user to be pushed.
In this embodiment, the specific execution process of the acquiring unit 301, the first searching unit 302, the second searching unit 303, the determining unit 304, and the pushing unit 305 may refer to the content of the method embodiment corresponding to fig. 1, which is not described herein.
In the marketing information pushing device provided by the embodiment of the application, the obtaining unit 301 obtains user information of a user to be pushed. The first searching unit 302 searches for a user tag of the user to be pushed from a pre-constructed user tag library based on the user information. The second searching unit 303 searches for a merchant tag associated with the user tag from a pre-constructed user merchant association relation library based on the user tag. The determining unit 304 determines a push type of the user to be pushed, and screens out merchant tags of the pushable merchants based on the push type, wherein the push type includes real-time push and periodic push. The pushing unit 305 obtains marketing information of the merchant corresponding to the merchant label of the pushable merchant, and sends the marketing information to the user to be pushed. Therefore, by utilizing the method, the user information resources and the merchant resources are integrated through the accurate depiction of the user portrait labels, the generation of the merchant labels and the correlation analysis between the user and the merchant, and the marketing resources are accurately pushed to the user, so that the accurate marketing to the user is achieved, and meanwhile, the drainage effect to the merchant is achieved. The method solves the problem that in the prior art, only the drawing of the user portrait is usually considered, and the user portrait is obtained by analyzing basic information, preference and the like of the user. However, the user and the merchant cannot be accurately matched only by the user portrait, so that the problem of accurate marketing is solved.
Optionally, in another embodiment of the present application, an implementation manner of the optimizing unit 203 may include:
And the acquisition subunit is used for acquiring user information of the user.
And the verification subunit is used for carrying out data verification on the acquired user information to obtain user information passing the data verification.
And the data cleaning subunit is used for cleaning the data of the user information passing the data verification to obtain the cleaned user information.
And the label generating subunit is used for generating a user label based on the cleaned user information and storing the user label into a user label library.
In this embodiment, the specific execution process of the collecting subunit, the checking subunit, the data cleaning subunit, and the tag generating subunit may refer to the content of the method embodiment corresponding to fig. 2, which is not described herein again.
Alternatively, in another embodiment of the present application, an implementation manner of the determining unit 304 may include:
The first determining subunit is configured to input the user tag and the searched merchant tag into a pre-built association model to obtain a merchant tag of a pushable merchant if the push type of the user to be pushed is real-time push.
And the second determining subunit is used for taking the searched merchant labels as merchant labels of pushable merchants if the pushing type of the user to be pushed is regular pushing.
In this embodiment, the specific execution process of the first determining subunit and the second determining subunit may refer to the content corresponding to the foregoing method embodiment, which is not described herein again.
Optionally, in another embodiment of the present application, an implementation manner of the pushing unit 305 may include:
And the acquisition subunit is used for acquiring the merchant scores of the merchants corresponding to the merchant labels associated with the user labels.
And the screening subunit is used for screening out merchants with merchant scores meeting preset conditions.
And the pushing subunit is used for acquiring the screened marketing information of the commercial tenant and sending the marketing information to the user to be pushed.
In this embodiment, the specific execution process of the acquiring subunit, the screening subunit, and the pushing subunit may refer to the content of the method embodiment corresponding to the above, which is not described herein again.
Another embodiment of the present application further provides an electronic device, as shown in fig. 4, specifically including:
One or more processors 401.
A storage device 402, on which one or more programs are stored.
The one or more programs, when executed by the one or more processors 401, cause the one or more processors 401 to implement the method as in any of the embodiments described above.
Another embodiment of the present application also provides a computer storage medium having a computer program stored thereon, wherein the computer program, when executed by a processor, implements a method according to any of the above embodiments.
In this specification, each embodiment is described in a progressive manner, and identical and similar parts of each embodiment are all referred to each other, and each embodiment mainly describes differences from other embodiments. In particular, for a system or system embodiment, since it is substantially similar to a method embodiment, the description is relatively simple, with reference to the description of the method embodiment being made in part. The systems and system embodiments described above are merely illustrative, wherein the elements illustrated as separate elements may or may not be physically separate, and the elements shown as elements may or may not be physical elements, may be located in one place, or may be distributed over a plurality of network elements. Some or all of the modules may be selected according to actual needs to achieve the purpose of the solution of this embodiment. Those of ordinary skill in the art will understand and implement the present invention without undue burden.
Those of skill would further appreciate that the various illustrative elements and algorithm steps described in connection with the embodiments disclosed herein may be implemented as electronic hardware, computer software, or combinations of both, and that the various illustrative elements and steps are described above generally in terms of functionality in order to clearly illustrate the interchangeability of hardware and software. Whether such functionality is implemented as hardware or software depends upon the particular application and design constraints imposed on the solution. Skilled artisans may implement the described functionality in varying ways for each particular application, but such implementation decisions should not be interpreted as causing a departure from the scope of the present invention.
The previous description of the disclosed embodiments is provided to enable any person skilled in the art to make or use the present application. Various modifications to these embodiments will be readily apparent to those skilled in the art, and the generic principles defined herein may be applied to other embodiments without departing from the spirit or scope of the application. Thus, the present application is not intended to be limited to the embodiments shown herein but is to be accorded the widest scope consistent with the principles and novel features disclosed herein.

Claims (8)

1. The pushing method of the marketing information is characterized by comprising the following steps:
acquiring user information of a user to be pushed;
Based on the user information, searching the user tag of the user to be pushed from a pre-constructed user tag library;
Searching merchant labels associated with the user labels from a pre-constructed user merchant association relation library based on the user labels;
Determining the pushing type of the user to be pushed, and screening merchant labels of pushable merchants from the merchant labels based on the pushing type, wherein the pushing type comprises real-time pushing and periodical pushing;
acquiring marketing information of the merchant corresponding to the merchant label of the pushable merchant, and sending the marketing information to the user to be pushed;
The determining the pushing type of the user to be pushed, and screening the merchant label of the pushable merchant from the merchant labels based on the pushing type, includes:
If the pushing type of the user to be pushed is real-time pushing, inputting the user tag and the searched merchant tag into a pre-built association model to obtain a merchant tag capable of pushing the merchant, wherein the association model is constructed according to association coefficients, dumb variables and distance functions among the user tag, the merchant tag, the user tag and the merchant tag, and the association model is used for further calculating the matching degree between the user and the merchant;
And if the pushing type of the user to be pushed is regular pushing, taking the searched merchant labels as merchant labels of pushable merchants.
2. The method of claim 1, wherein the process of constructing the user tag library comprises:
Collecting user information of a user;
performing data verification on the acquired user information to obtain user information passing the data verification;
carrying out data cleaning on the user information passing the data verification to obtain cleaned user information;
and generating a user tag based on the cleaned user information, and storing the user tag into the user tag library.
3. The method of claim 1, wherein the obtaining marketing information of the merchant corresponding to the merchant tag of the pushable merchant and sending the marketing information to the user to be pushed comprises:
acquiring a merchant score of the merchant corresponding to the merchant label associated with the user label;
screening out merchants with the score meeting preset conditions;
And acquiring the marketing information of the screened merchant and sending the marketing information to the user to be pushed.
4. A marketing message pushing device, comprising:
the acquisition unit is used for acquiring user information of the user to be pushed;
the first searching unit is used for searching the user tag of the user to be pushed from a pre-constructed user tag library based on the user information;
the second searching unit is used for searching merchant labels associated with the user labels from a pre-constructed user merchant association relation library based on the user labels;
the determining unit is used for determining the pushing type of the user to be pushed and screening merchant labels of pushable merchants from the merchant labels based on the pushing type, wherein the pushing type comprises real-time pushing and periodical pushing;
The pushing unit is used for acquiring marketing information of the merchant corresponding to the merchant label of the pushable merchant and sending the marketing information to the user to be pushed;
The determining unit is further configured to input the user tag and the found merchant tag into a pre-built association model to obtain a merchant tag capable of pushing a merchant if the pushing type of the user to be pushed is real-time pushing, where the association model is a model built according to association coefficients, dummy variables and distance functions among the user tag, the merchant tag, the user tag and the merchant tag, and the association model is used for further calculating a matching degree between the user and the merchant;
And if the pushing type of the user to be pushed is regular pushing, taking the searched merchant labels as merchant labels of pushable merchants.
5. The apparatus of claim 4, wherein the first lookup unit comprises:
the acquisition subunit is used for acquiring user information of a user;
the verification subunit is used for carrying out data verification on the acquired user information to obtain user information passing the data verification;
The data cleaning subunit is used for cleaning the data of the user information passing the data verification to obtain cleaned user information;
And the label generating subunit is used for generating a user label based on the cleaned user information and storing the user label into the user label library.
6. The apparatus of claim 4, wherein the pushing unit comprises:
An obtaining subunit, configured to obtain a merchant score of the merchant corresponding to the merchant tag associated with the user tag;
a screening subunit, configured to screen merchants whose score meets a preset condition;
and the pushing subunit is used for acquiring the screened marketing information of the commercial tenant and sending the marketing information to the user to be pushed.
7. An electronic device, comprising:
One or more processors;
a storage device having one or more programs stored thereon;
The one or more programs, when executed by the one or more processors, cause the one or more processors to implement the method of any of claims 1-3.
8. A computer storage medium, characterized in that a computer program is stored thereon, wherein the computer program, when executed by a processor, implements the method according to any of claims 1 to 3.
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