基于矩阵关联规则算法的个性化广告推送实现策略  

Research on Implementing Personalized Advertising Push Strategies Based on Matrix Association Rules Algorithm

作　　者：杨韵芳[1] YANG Yunfang(College of Information and Electronic Engineering,Liming Vocational University,Quanzhou 362000,China)

机构地区：[1]黎明职业大学信息与电子工程学院,福建泉州362000

出　　处：《黎明职业大学学报》2025年第1期88-95,共8页Journal of LiMing Vocational University

摘　　要：通过对用户历史行为数据的收集与预处理,构建出用户行为数据库;运用改进关联规则挖掘算法,构建用户行为数据的关联矩阵,分析用户兴趣偏好与广告内容之间的潜在关系,并以此构建个性化广告推送策略,实现精准推送。实验结果表明:利用矩阵关联规则算法实现的个性化广告推送策略,能够显著提高广告的点击率,降低广告成本,提升用户满意度。A user behavior database was constructed on the basis of historical user behavior data that had been collected and pre-processed.An association matrix of user behavior data was established with an improved association rule mining algorithm,with an view to exploring the potential relationships between user interests/preferences and advertising content,and designing personalized advertising push strategies or accurate targeting.It was found that the personalized advertising push strategies implemented using matrix association rules algorithm significantly improve the click-through rate and conversion rate of advertisements,reduce advertising costs,and improve user satisfaction.

关 键 词：个性化广告 关联规则算法 矩阵 推送策略 

分 类 号：TP312[自动化与计算机技术—计算机软件与理论]