The Authority management design and structure design of advertising system summary

There are a variety of free advertising systems, what do they have in common? Which systems are designed reasonably?

After summarizing the design of "Internet accurate advertisement Orientation Technology", the author further studies the Authority management design and the structure design in the advertisement system design, and makes a detailed exposition from the advertisement end and the website end.

The

advertisement system's privilege management design

In the design of advertisement system, in addition to the application of advertising directional technology and the design of advertising process, the most complicated is the design of privilege management. Unlike other industries, advertising companies or media companies are more complex day-to-day business, from the functional point of view, including sales, customer service, customer implementation, creative design, strategic planning, media planning, media implementation, contract management, financial audit. From the position, it also includes the relationship between the management of the subordinate relationship and the management. In addition, from the personal interests of sales personnel, customer information in the sales staff should be cut off, but from the company's interests, customer information must be able to flow between the sales staff, can be assigned to the appropriate sales staff.

Therefore, the design of the advertising system is very complex, very cost a brain thing. If you don't think about it, it's a nightmare when the ad system is delivered. The following is a simple but adaptable management design that can adapt to changeable requirements.

1, the Classification of authority

The authority of the advertising system is classified as abstract, and we divide the permissions into two types: resource and operation. Resource permissions refer to customer information, i.e. customer resources. The right to operate is the privilege of three functional operations in the advertisement system (view is the basic function that does not need to be selected).

2, the allocation of rights

For resource rights, or customer resources, we allocate at each customer level, the object of resource rights assignment is the sales account in the system (can be sales person, Sales Manager or Sales Director), and then through the management of superior and subordinate relationship, the group resources or department resources are allocated. For Operation Rights Management, we are through the design of the permission group to complete, the permission group includes the elements of the deletion and modification operations.

3, the realization of the rights management

In a system, permissions are assigned to three modules or operations through accounts, permission groups, and clients. Each account created by the system is associated with a permission group so that the account can be identified in the system. At the same time, when creating an account, you need to specify their superiors (the superior for a certain account, the required option), and the need to select their subordinate rights groups (not required), so that the relationship between the superior and subordinate. The customer resource interface is then assigned a sales account for each customer.

Through the above operation, we have completed the system's authority management design. This design logic is characterized by:

1. Flexible setting. Permission groups are not tied to functional departments and can be flexibly created and designed, because the functions of each company are different, and the scope of responsibility varies frequently, even in the same department.

2, the customer resources function is assigned to an account, in the same level of account to achieve partition, can not be shared, to ensure the interests of the sales staff. However, customer resources can be reassigned at any time, thus ensuring the interests of the company, so that customers can be assigned to the appropriate sales staff at any time. In addition, the superior can view subordinate customer resources, facilitate sales management (please note that the most basic right to just view.) Whether you have modify rights depends on the permissions set by the parent's permission group.

Problem：

1, why the superior is to determine the account and subordinate is the permission group?

2, in the superior designated design, there will be a natural logic error, what is this logic error?

—————-Answer —————-

1, in the creation of an account, as a new entry, its superiors are often determined, but their subordinates are not sure, so subordinates we use permission groups to set the operating permissions of subordinates.

2, the establishment of the superior will form a circular designation. Assuming there are a, B, c Three people, we specify B is a superior, C is the superior of B, if A is C's superior, then three people form a circular designation. So we need to set a rule to prevent this from happening.

The structure design of

advertisement system--advertisement end

Different from other systems, in advertising system, important in addition to the rights management, there is a need to pay attention to the structure of the system design. From the whole system perspective, the reasonable structure should be:

Agent advertising campaign order advertising

Among them, advertisers can have agents, there can be no agents. However, activities, orders, advertising should be strictly inclusive relationship.

Structural design and permission design constitute a complete advertising system:

Explain：

1, agents: refers to advertisers to provide advertising agency services company. such as strength, force, Ogilvy and so we often mentioned 4A advertising companies, as well as Huayang and other local 4 a advertising company. In some systems, agents are also called channels.

2, Advertisers: refers to the advertising product manufacturers, but also the actual payment of advertising costs of the organization. Advertisers do not need to have a proxy company, so in the system, advertisers can be at the highest level, this time we call this advertiser as a direct passenger, that is, direct customers. So in some systems, advertisers are called customers.

3, Activities: activities related to the setting is based on our reality signed contracts to set. So he is the contract in the system embodiment, he mainly includes the launch cycle, the total amount of the launch and the media and other relevant information.

4, Orders: Orders are further refinement of activities, in the activity settings based on the addition of material and put strategy. But the order is not the smallest advertising unit, advertising is.

5, Advertising: advertising is the smallest unit of the system to launch, an advertisement contains a material and material corresponding to the display monitoring and click Monitoring. Sometimes we don't see a list interface called "ADS" in some systems, but that doesn't mean that the system doesn't use the concept of advertising when it launches the core. Whether that system, the smallest unit of delivery must be "a material and material corresponding to display monitoring and click Monitoring."

Google as a model of online advertising, domestic advertising companies or industry students will certainly study Google's related systems, such as Google Adwords. Google AdWords Structure Design and the above listed structural design of the corresponding relationship is as follows (by the way listed Baidu to promote the corresponding relationship):

Google Adwordsbaidu to promote the structure of the advertising series promotional programs campaign advertising Group Promotion Unit order advertising creative advertising system structure design--site-side

The advertising system is basically a platform to help advertisers and owners of the media to buy and sell, so an ad system can not be single only advertisers have no site, or only the owner of the site no advertisers. The structure design and the permission design of the website owner in the advertisement system are as follows:

Explain：

website main structure design in the agent and the website main two floors and The advertiser's agent and The Advertiser main two layers are consistent, does not have the big difference. Channels are set up in the system for planning ads, corresponding to the actual channel, such as news channels, sports channels and so on. Here you need to think ahead of the homepage and the whole station advertising should be how to establish. The advertising position is the actual location of the advertising final placement. In advertising position, we need to focus on the type and size of the ad bit (affect the extracted code). If the system is provided to the website by a third party free of charge, the option of "adding residual flow/Net Alliance plan" may be set up to facilitate the collection and utilization of media traffic by third party companies.

At present, the advertising system in the market is basically divided into two directions: for advertisers and site owners, which is often seen in system naming for advertising and for publisher. For advertising is more likely to provide multiple directional settings for the Advertiser service. For publisher, it tends to serve the media with simple and convenient ad-bit management. Both types of systems conform to the following structure:

In the system, the most basic unit for advertising, the system of all the data is also the smallest advertising units to display. Advertisers and site owners share the data.

At present, there are two trends in the development of advertising systems: one for advertising and for publisher, which will eventually integrate into a set of systems;

About the structure of the advertising system design finished, we have any questions? Welcome your communication!

Source: http://www.damndigital.com/archives/66411