杭州滨江龙湖天街商圈智慧屏广告投放效果评价数据

本登记所述智慧屏是指商业机构在城市公共区域安装的交互式数字屏幕，用于展示信息、广告和娱乐内容，同时支持与消费者的互动。本数据为杭州滨江龙湖天街商圈的运营管理者和商圈内的品牌商家提供了衡量智慧屏内广告表现和顾客互动的重要工具，这些数据能够揭示智慧屏投放的不同广告内容的投放效果，从而帮助运营管理者和品牌商家评估广告活动的成功程度并优化广告内容，同时品牌商家也可根据评价数据及时调整产品与服务的市场策略，提升品牌形象，满足顾客期望。1.数据抽取和预处理：（1）从公司投放至杭州滨江龙湖天街商圈的智慧屏日志记录中，提取智慧屏上广告投放情况数据，包括智慧屏编号、广告编号、投放周期、广告类型、该广告投放周期内展示时长、该广告投放周期内浏览时长。（2）对抽取的数据进行清洗，去除重复、错误或无关的信息。
2.计算该广告在投放周期内的互动率：该广告投放周期内互动率=该广告投放周期内浏览时长/该广告投放周期内展示时长。
3.计算投放周期内所有广告的总体互动率：（1）利用SUMIFS函数，基于历史数据，在该广告对应的投放周期内，对所有广告的展示时长和浏览时长进行统计。（2）投放周期内所有广告的总体互动率=投放周期内该智慧屏所有广告的浏览时长/投放周期内该智慧屏所有广告的展示时长。
4.计算P值：P值=（该广告投放周期内互动率-投放周期内该智慧屏所有广告的互动率）/该广告投放周期内互动率；根据P值的计算结果可以了解单个广告的互动率与智慧屏平均水平的偏离程度。
5.基于P值的广告投放效果判定：P值< 0，则“广告投放效果差”，0≤P值≤0.2，则“广告投放效果一般”，P值＞0.2，则“广告投放效果好”。

The smart interactive digital screens referred to in this registration refer to interactive digital screens installed by commercial entities in urban public areas, which are used to display information, advertisements and entertainment content while supporting interaction with consumers. This dataset serves as a critical tool for the operation managers of the Longfor Paradise Walk Binjiang (Hangzhou) business district and the brand merchants within the district to evaluate the advertising performance and customer interaction of the smart screens. These data can reveal the delivery effects of various advertising contents on the smart screens, thereby assisting operation managers and brand merchants in assessing the success of advertising campaigns and optimizing advertising contents. Additionally, brand merchants can timely adjust their marketing strategies for products and services based on the evaluation data, enhance their brand image and meet customer expectations.

1. Data Extraction and Preprocessing:
(1) Extract advertising delivery data from the log records of smart screens deployed by the company in the Longfor Paradise Walk Binjiang (Hangzhou) business district. The extracted data includes smart screen ID, advertising ID, delivery cycle, advertising type, display duration of the advertising during its delivery cycle, and browsing duration of the advertising during its delivery cycle.
(2) Clean the extracted data to eliminate duplicate, erroneous or irrelevant information.

2. Calculate the Interaction Rate of a Single Advertising During Its Delivery Cycle:
The interaction rate of an advertising during its delivery cycle = Browsing duration of the advertising during its delivery cycle / Display duration of the advertising during its delivery cycle.

3. Calculate the Overall Interaction Rate of All Advertisements During the Delivery Cycle:
(1) Use the SUMIFS function to count the total display duration and total browsing duration of all advertisements within the delivery cycle corresponding to the target advertising based on historical data.
(2) The overall interaction rate of all advertisements during the delivery cycle = Total browsing duration of all advertisements on the smart screen during the delivery cycle / Total display duration of all advertisements on the smart screen during the delivery cycle.

4. Calculate the P-value:
P-value = (Interaction rate of the target advertising during its delivery cycle - Overall interaction rate of all advertisements on the smart screen during the delivery cycle) / Interaction rate of the target advertising during its delivery cycle; The calculated P-value can reflect the degree of deviation between the interaction rate of a single advertising and the average level of the smart screen.

5. Determine the Advertising Delivery Effect Based on the P-value:
If P-value < 0, the advertising delivery effect is classified as "poor"; If 0 ≤ P-value ≤ 0.2, the advertising delivery effect is classified as "average"; If P-value > 0.2, the advertising delivery effect is classified as "good".

搜集汇总

数据集介绍

特点

该数据集记录了杭州滨江龙湖天街商圈智慧屏广告投放的详细效果数据，包括展示时长、浏览时长、互动率等关键指标，并通过P值判定广告效果，旨在帮助商家评估和优化广告策略。