广告效益分析数据仓库系统的设计与实现

发布时间：2018-03-01 08:34

本文关键词： 联机分机处理数据仓库效益分析数据报表　出处：《北京邮电大学》2010年硕士论文　论文类型：学位论文

【摘要】： 随着时代的进步,广告已经日益成为刺激销售的重要途径。目前,市场上多数广告数据仓库系统大多研究网络广告和用户行为信息,关注用户上网后信息的浏览,对投放广告的跟踪记录和点击记录,以及对应广告发布的计费系统。虽然此类广告数据仓库系统能够快速准确地跟踪广告发布,得到及时反馈,但是由于它们不能和实际的销售数据挂钩,所以销售团队无法直观地看到销售业绩数据与广告发布的对映关系。销售团队需要一个能够提供准确直观的销售、广告、市场计划的决策支持系统,帮助销售团队找到广告、销售与市场计划的最佳组合。 APA(Advertisement Performance Analysis)系统是针对投放广告后,销售业绩的提升,进行广告效益评估的数据仓库系统,旨在为销售团队提供准确有效的决策支持。APA系统从不同的数据源获取批发商销售数据,零售商销售数据,广告发放数据和市场拓展数据,在清洗、转换数据格式和粒度后,创建广告效益分析多维数据集,从广告的发布区域、时间,广告的市场拓展渠道,销售商,产品组合方式等多种角度,分析不同广告组合带来的销售量提升,提供多种销售的同期比数据报表,帮助销售团队建立新广告投放预算和计划。除此之外,APA系统与一般其他数据仓库不同的是,由于业务的针对性,它对数据的分析,数据的清洗和有效性评估,以及数据的更新和数据报表等方面,有更加严谨的定义和要求。 APA系统工作量非常大,从前期需求分析和需求确认,到中期系统实现和系统测试,到最终系统上线,共持续了9个月。本文作者在整个项目中的工作跨越了需求确认、系统设计、系统开发、集成测试、上线维护等软件开发生命周期的重要阶段。因此,本文包含对需求的功能性和非功能性说明,整个项目的架构设计,关键模块设计和实现,系统测试以及维护计划等关键模块来描述整个系统的设计和实现过程。此外,由于此系统的研发是一个根据数据变化,持续性更新,不断完善的过程,因此,本文的论述也涉及到一些该项目的前期准备工作和对未来的展望。 APA系统是C/S架构,基于Microsoft Dot Net平台,采用了SQL Server 2000和SQL Server 2005的整体商务智能解决方案套件开发。出于对服务器的硬件性能、服务器已有其他系统的兼容能力和系统服务水平协议方面的考虑,APA系统后台数据库采用了SQL Server2000,中间层采用SQL Server 2000的ETL工具处理数据,采用SQL Server 2005 Analysis Service创建多维数据集,展示层则采用了ProClarity 6.0报表工具来提供数据报表、仪表盘报表和趋势报表,而ProClarity报表工具特有的分解树,从宏观到具体,分层次显示销售的状态,使得整个报表更直观有效。
[Abstract]:With the progress of the times, advertising has become an important way to stimulate sales. At present, most of the advertising data warehouse systems in the market mostly study online advertising and user behavior information, and pay attention to the browsing of information after users go online. Tracking records and clicking records of advertising, and billing systems for advertising distribution. Although such advertising data warehouse systems can track advertising releases quickly and accurately, they receive timely feedback. But because they can't be linked to the actual sales data, the sales team can't visually see the relationship between the sales performance data and the advertising release. The sales team needs to be able to provide accurate and intuitive sales, advertising, Marketing planning decision support system to help sales team find the best combination of advertising, sales and marketing planning. The APA(Advertisement Performance Analysis system is a data warehouse system for evaluating the effectiveness of advertising, which aims to provide accurate and effective decision support for sales teams to obtain wholesaler sales data from different data sources. Retail sales data, advertising distribution data and market expansion data, after cleaning, converting data format and granularity, creating advertising benefit analysis cube, from advertising release area, time, advertising market expansion channels, vendors, From a variety of perspectives, such as product combinations, this paper analyzes the sales volume increases brought about by different advertising combinations, and provides a variety of sales data reports for the same period. Help sales team to establish new advertising budget and plan. In addition, APA system is different from other data warehouse, because of the business targeted, its analysis of data, data cleaning and effectiveness evaluation, And the update of data and data reports, there are more stringent definition and requirements. The workload of APA system is very large, from pre-requirement analysis and requirement confirmation, to system implementation and system test in the medium term, to the final system going online, it lasts for nine months. The author's work in the whole project spans the requirement confirmation. System design, system development, integration testing, on-line maintenance and other important stages of software development life cycle. Therefore, this paper includes functional and non-functional requirements, the entire project architecture design, key module design and implementation, System testing and maintenance planning are key modules to describe the design and implementation process of the whole system. In addition, since the development of the system is a process of continuous updating and improvement according to the change of data, so, This paper also involves some preliminary preparations for the project and prospects for the future. APA system is a C / S architecture, based on Microsoft Dot Net platform, which is developed by SQL Server 2000 and SQL Server 2005. The server already has the compatibility ability of other systems and the consideration of system service level protocol. The background database of APA system adopts SQL Server 2000, the middle layer uses ETL tool of SQL Server2000 to process data, and SQL Server 2005 Analysis Service is used to create multidimensional data set. The presentation layer uses ProClarity 6.0 report tools to provide data reports, dashboard reports and trend reports, while the special decomposition tree of ProClarity report tools shows the sales status from macro to concrete, making the whole report more intuitive and effective.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：TP311.13

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