METHOD AND SYSTEM FOR MEASURING WEB ADVERTISING EFFECTIVENESS BASED ON MULTIPLE-CONTACT ATTRIBUTION MODEL

摘要

A method and system for measuring web advertising effectiveness based on a multiple-contact attribution model are disclosed, and pertain to the field of the network technology. The method comprises: collecting user access information and purchase transformation information of a website to be monitored, and uploading the information to the server side; performing data cleaning on the access information and the purchase transformation information on a server to obtain contact data and transformation data; calculating contact contribution value data by using the attribution model based on the transformation data and the contact data; and importing the contribution value serving as fundamental metrics and contact information serving as dimensionalities into an OLAP on-line analytical processing database, and aggregating data by using the OLAP to create a multi-dimensional data warehouse. The system comprises an information collection unit, a data cleaning unit, a contribution value acquisition unit and a data warehouse creation unit. The method and the system can help an advertiser to understand actual web advertising effectiveness from a number of perspectives, thereby accurately measuring underestimated or overestimated channel value in conventional methods, and providing the most accurate data support for optimizing web advertising and improving rate of return on investment.