基于网民浏览日志精确评估网络品牌展示广告效果的方法及实证 内容摘要 精确评估网络品牌展示广告的效果始终是网络广告行业各方关注的热点研究，近年来伴随着中国网络营销从大范围营销步入精准营销，中国网络媒体从 Web1.0 模式发展为 Web2.0 模式，不断有新的评估体系和研究方法提出，但既有的研究方法在样本获取、样本广告接纳有效性识别、大规模推广应用和研究成果呈现上均存在不少缺陷。而本文创新的基于 Log 分析的广告效果评估，通过分析受众浏览的网络媒体 URL 地址特征，能够客观辨析样本对广告接受情况，并据此进行海量品牌展示广告的大规模评估。同时，对照基于消费者购买漏斗模型的广告效果评估指标体系，多维展现广告效果特色差异、行业基准以及为达到特定效果的投入成本情况。本文同时进行了实证分析，全方位展示了基于网民浏览日志数据挖掘评估品牌展示效果的有效性，促使中国网络广告效果评估进入到可大规模应用并进行标杆管理的时代。 关键词：网络广告、品牌价值、效果评估、日志挖掘 Abstract It is precisely measure the effect of online display advertising campaigns that having been a hot research field in online advertising. Many measure metrics and methodology are have been introduced, Howe ever, most of which have some flaws in gathering the panel data, recognizing the effectiveness of samples, large-scale application and show of research results. This paper introduces a branding survey methodology, which is based on Netizen's Log Analysis. By matching online media URLs features and online advertising URLs features, this innovative methodology will objectively recognize a consumer's ad exposure level therefore measures and compares the mass online display adverting in large-scale. By applying the results of measurements and comparison into Consumer's Purchase Funnel, it will Multi-dimensionally measure the effects of online display advertising campaigns, benchmarking and ROI for any advertisers, any ad forms, any media portfolio. At last, an empirical Analysis of t...
