互联网广告效果综合评价模型

A Fuzzy Synthetic Evaluation Model Applied to Evaluate Online-advertising Effect

近几年,随着电子商务在我国的飞速发展,互联网广告市场也十分红火。但有一个问题一直困扰着互联网广告界——即如何合理地评估互联网广告发布后的效果。目前,业界评价互联网广告这种新型媒体的效果时,沿用了传统媒体CPM指标。由于互联网广告效果的评价结果,将影响网络媒体与广告主之间的利益分配,而互联网广告的浏览率、点击率、交互率和行动利用率等资料又容易被操控,甚至作假,显然再不能采用传统媒体广告的方法评测互联网广告的效果,否则将影响到整个行业的正常发展。因此,本文尝试建立一个多层指标体系的综合评价模型,藉此更全面的衡量互联网广告发布后的效果。

With electronic commerce’s rapid development in China,advertise online market grows rapidly.In the meantime,the problem on how to evaluate online-advertising effect besets the advertising industry in which traditional CPM indication is adopted to evaluate online-advertising.Since the evaluation results affect the profit distribution among media agent and sponsor,and page views,click rates,interacting rate or action rate are subject to manipulation or forge,traditional evaluation method doesn’t suit for online-advertising,otherwise,the whole industry will be badly influenced.This paper aims to give a full effect evaluation over online-advertising by a multilayer index evaluation module.