flink（五）电商用户行为分析（五）市场营销商业指标统计分析之市场推广统计、广告点击量统计、黑名单过滤

1 模块创建和数据准备

继续在 UserBehaviorAnalysis 下新建一个 maven module 作为子项目，命名为MarketAnalysis。

这个模块中我们没有现成的数据，所以会用自定义的测试源来产生测试数据流，或者直接用生成测试数据文件。

2 APP 市场推广统计

　　随着智能手机的普及，在如今的电商网站中已经有越来越多的用户来自移动端，相比起传统浏览器的登录方式，手机 APP 成为了更多用户访问电商网站的首选。对

于电商企业来说，一般会通过各种不同的渠道对自己的 APP 进行市场推广，而这些渠道的统计数据（比如，不同网站上广告链接的点击量、APP 下载量）就成了市场

营销的重要商业指标。

　　首先我们考察分渠道的市场推广统计。在 src/main/scala 下创建AppMarketingByChannel.scala 文件。由于没有现成的数据，所以我们需要自定义一

个测试源来生成用户行为的事件流。

分渠道统计

package com.atguigu.market_analysis

import java.util.UUID

import com.sun.jmx.snmp.Timestamp
import org.apache.flink.streaming.api.TimeCharacteristic
import org.apache.flink.streaming.api.functions.source.{RichParallelSourceFunction, SourceFunction}
import org.apache.flink.streaming.api.scala._
import org.apache.flink.streaming.api.scala.function.ProcessWindowFunction
import org.apache.flink.streaming.api.windowing.time.Time
import org.apache.flink.streaming.api.windowing.windows.TimeWindow
import org.apache.flink.util.Collector

import scala.util.Random

case class MarketUserBehavior(userId:String, behavior: String, channnel:String, timestamp:Long)

// 定义输出统计的样例类
case class MarketCount( windowStart:String, windowEnd:String, channel:String, behavior:String, count:Long)

//自定义测输入数据源
class SimulateMarketEventSource() extends RichParallelSourceFunction[MarketUserBehavior]{
  // 定义是否在运行的标识位
  var running: Boolean = true

  //定义用户行为和推广渠道的集合
  val behaviorSet:Seq[String] = Seq("CLICK", "DOWNLOAD", "INSTALL", "UNINSTALL")
  val channelSet: Seq[String] = Seq("appstore", "huaweiStore", "weibo", "wechat")

  //定义随机数生成器
  val rand: Random = Random

  override def cancel(): Unit = running = false

  override def run(sourceContext: SourceFunction.SourceContext[MarketUserBehavior]): Unit = {
    //定义一个发出数据的最大量，用于控制测试数据量
    val maxCounts = Long.MaxValue
    var count =0L

    //while循环，不停地随机生成数据
    while(running && count < maxCounts){
      val id = UUID.randomUUID().toString
      val behavior = behaviorSet(rand.nextInt(behaviorSet.size))
      val channel = channelSet(rand.nextInt(channelSet.size))
      val ts = System.currentTimeMillis()

      sourceContext.collect(MarketUserBehavior(id, behavior, channel, ts))

      count += 1
      Thread.sleep(50L)
    }

  }
}

object AppMarketingByChannel {
  def main(args: Array[String]): Unit = {
    val env = StreamExecutionEnvironment.getExecutionEnvironment
    env.setParallelism(1)
    env.setStreamTimeCharacteristic(TimeCharacteristic.EventTime)

    val dataStream:DataStream[MarketUserBehavior] = env.addSource(new SimulateMarketEventSource())
      .assignAscendingTimestamps(_.timestamp)

    val resultStream:DataStream[MarketCount] = dataStream
      .filter(_.behavior != "UNINSTALL")
      .keyBy(data => (data.channnel, data.behavior))
      .timeWindow(Time.hours(1))
      .process( new MarketCountByChannel())

    resultStream.print()
    env.execute("makrket count by channel job")

  }


}

class MarketCountByChannel() extends ProcessWindowFunction[MarketUserBehavior, MarketCount, (String, String), TimeWindow]{
  override def process(key: (String, String), context: Context, elements: Iterable[MarketUserBehavior], out: Collector[MarketCount]): Unit = {
    val windowStart: String = new Timestamp(context.window.getStart).toString
    val windowEnd: String = new Timestamp(context.window.getEnd).toString
    val channel: String = key._1
    val behavior: String = key._2
    val count: Long = elements.size
    out.collect(MarketCount(windowStart, windowEnd, channel, behavior, count))

  }

}

不分渠道（总量）统计

package com.atguigu.market_analysis

import java.util.UUID

import com.sun.jmx.snmp.Timestamp
import org.apache.flink.api.common.functions.AggregateFunction
import org.apache.flink.streaming.api.TimeCharacteristic
import org.apache.flink.streaming.api.functions.source._
import org.apache.flink.streaming.api.scala._
import org.apache.flink.streaming.api.scala.function.WindowFunction
import org.apache.flink.streaming.api.windowing.time.Time
import org.apache.flink.streaming.api.windowing.windows.TimeWindow
import org.apache.flink.util.Collector

import scala.util.Random

case class MarketUserBehavior(userId:String, behavior: String, channnel:String, timestamp:Long)
// 定义输出统计的样例类
case class MarketCount( windowStart:String, windowEnd:String, channel:String, behavior:String, count:Long)

//自定义测输入数据源
class SimulateMarketEventSource() extends RichParallelSourceFunction[MarketUserBehavior]{
  // 定义是否在运行的标识位
  var running: Boolean = true

  //定义用户行为和推广渠道的集合
  val behaviorSet:Seq[String] = Seq("CLICK", "DOWNLOAD", "INSTALL", "UNINSTALL")
  val channelSet: Seq[String] = Seq("appstore", "huaweiStore", "weibo", "wechat")

  //定义随机数生成器
  val rand: Random = Random

  override def cancel(): Unit = running = false

  override def run(sourceContext: SourceFunction.SourceContext[MarketUserBehavior]): Unit = {
    //定义一个发出数据的最大量，用于控制测试数据量
    val maxCounts = Long.MaxValue
    var count =0L

    //while循环，不停地随机生成数据
    while(running && count < maxCounts){
      val id = UUID.randomUUID().toString
      val behavior = behaviorSet(rand.nextInt(behaviorSet.size))
      val channel = channelSet(rand.nextInt(channelSet.size))
      val ts = System.currentTimeMillis()

      sourceContext.collect(MarketUserBehavior(id, behavior, channel, ts))

      count += 1
      Thread.sleep(50L)
    }

  }
}

object AppMarketingTotal {
  def main(args: Array[String]): Unit = {
    val env = StreamExecutionEnvironment.getExecutionEnvironment
    env.setParallelism(1)
    env.setStreamTimeCharacteristic(TimeCharacteristic.EventTime)

    val dataStream:DataStream[MarketUserBehavior] = env.addSource(new SimulateMarketEventSource())
      .assignAscendingTimestamps(_.timestamp)

    val resultStream:DataStream[MarketCount] = dataStream
      .filter(_.behavior != "UNINSTALL")
      .map( data => ("total", 1L))
      .keyBy(_._1)
      .timeWindow(Time.hours(1), Time.seconds(5))
      .aggregate(new MarketCountAgg(), new MarketCountResult())

      //.aggregate(new MarketCountAgg(), new MarketCountResult())

    resultStream.print()
    env.execute("makrket total count job")
  }

}

class MarketCountAgg() extends AggregateFunction[(String, Long), Long, Long]{
  override def add(in: (String, Long), acc: Long): Long = acc +1

  override def createAccumulator(): Long = 0L

  override def getResult(acc: Long): Long = acc

  override def merge(acc: Long, acc1: Long): Long = acc + acc1

}

class MarketCountResult() extends WindowFunction[Long, MarketCount, String, TimeWindow]{
  override def apply(key: String, window: TimeWindow, input: Iterable[Long], out: Collector[MarketCount]): Unit = {
    val windowStart: String = new Timestamp(window.getStart).toString
    val windowEnd: String = new Timestamp(window.getEnd).toString
    val count: Long = input.head
    out.collect(MarketCount(windowStart, windowEnd, "total", "total", count))
  }

}

3 页面广告分析

　　电商网站的市场营销商业指标中，除了自身的 APP 推广，还会考虑到页面上的广告投放（包括自己经营的产品和其它网站的广告）。所以广告相关的统计分析，

也是市场营销的重要指标。

　　对于广告的统计，最简单也最重要的就是页面广告的点击量，网站往往需要根据广告点击量来制定定价策略和调整推广方式，而且也可以借此收集用户的偏好信

息。更加具体的应用是，我们可以根据用户的地理位置进行划分，从而总结出不同省份用户对不同广告的偏好，这样更有助于广告的精准投放。

3.1 页面广告点击量统计

　　接下来我们就进行页面广告按照省份划分的点击量的统计。在 src/main/scala 下创建 AdStatisticsByGeo.scala 文件。同样由于没有现成的数据，我们定义一些测试数

据，放在 AdClickLog.csv 中，用来生成用户点击广告行为的事件流。

　　在代码中我们首先定义源数据的样例类 AdClickLog，以及输出统计数据的样例类 CountByProvince。主函数中先以 province 进行 keyBy，然后开一小时的时间窗口，

滑动距离为 5 秒，统计窗口内的点击事件数量。具体代码实现如下：

package com.atguigu.market_analysis



import com.sun.jmx.snmp.Timestamp
import org.apache.flink.api.common.functions.AggregateFunction
import org.apache.flink.streaming.api.TimeCharacteristic
import org.apache.flink.streaming.api.scala._
import org.apache.flink.streaming.api.scala.function.WindowFunction
import org.apache.flink.streaming.api.windowing.time.Time
import org.apache.flink.streaming.api.windowing.windows.TimeWindow
import org.apache.flink.util.Collector

// 定义输入输出样例类
case class AdClickEvent(userId:Long, adId:Long, province:String, city: String, timestamp:Long )

case class AdCountByProvince(province:String, windowEnd:String, count:Long)

object AdAnalysisByProvince {
  def main(args: Array[String]): Unit = {
    val env = StreamExecutionEnvironment.getExecutionEnvironment
    env.setStreamTimeCharacteristic(TimeCharacteristic.EventTime)
    env.setParallelism(1)

    val resource = getClass.getResource("AdClickLog.csv")
    //val adLogStream:DataStream[AdClickEvent] = env.readTextFile(resource.getPath)
    val adLogStream:DataStream[AdClickEvent] = env.readTextFile("C:\\Users\\DELL\\IdeaProjects\\UserBehaviorAnalysis\\MarketAnalysis\\src\\main\\resources\\AdClickLog.csv")
      .map(data => {
        val dataArray = data.split(",")
        AdClickEvent(dataArray(0).toLong, dataArray(1).toLong, dataArray(2), dataArray(3), dataArray(4).toLong)
      })
      .assignAscendingTimestamps(_.timestamp*1000L)

    //开窗聚合统计
    val adCountStream:DataStream[AdCountByProvince] = adLogStream
      .keyBy(_.province)
      .timeWindow(Time.hours(1),Time.seconds(5))
      .aggregate(new  AdCountAgg(), new AdCountResult())

    adCountStream.print()
    env.execute("ad analysis job")

  }

}

class AdCountAgg() extends AggregateFunction[AdClickEvent, Long, Long]{
  override def add(in: AdClickEvent, acc: Long): Long = acc + 1

  override def createAccumulator(): Long = 0L

  override def getResult(acc: Long): Long = acc

  override def merge(acc: Long, acc1: Long): Long = acc + acc1
}

class AdCountResult() extends WindowFunction[Long, AdCountByProvince, String, TimeWindow]{
  override def apply(key: String, window: TimeWindow, input: Iterable[Long], out: Collector[AdCountByProvince]): Unit = {
    val province = key
    val windowEnd = new Timestamp(window.getEnd).toString
    val count = input.head
    out.collect( AdCountByProvince(province, windowEnd, count))
  }
}

3.2 黑名单过滤

　　上节我们进行的点击量统计，同一用户的重复点击是会叠加计算的。在实际场景中，同一用户确实可能反复点开同一个广告，这也说明了用户对广告更大的兴趣；

但是如果用户在一段时间非常频繁地点击广告，这显然不是一个正常行为，有刷点击量的嫌疑。所以我们可以对一段时间内（比如一天内）的用户点击行为进行约束，

如果对同一个广告点击超过一定限额（比如 100 次），应该把该用户加入黑名单并报警，此后其点击行为不应该再统计。

package com.atguigu.market_analysis

import com.atguigu.market_analysis.AdAnalysisByProvince.getClass
import com.sun.jmx.snmp.Timestamp
import org.apache.flink.api.common.functions.AggregateFunction
import org.apache.flink.api.common.state.{ValueState, ValueStateDescriptor}
import org.apache.flink.streaming.api.TimeCharacteristic
import org.apache.flink.streaming.api.functions.KeyedProcessFunction
import org.apache.flink.streaming.api.scala._
import org.apache.flink.streaming.api.scala.function.WindowFunction
import org.apache.flink.streaming.api.windowing.time.Time
import org.apache.flink.streaming.api.windowing.windows.TimeWindow
import org.apache.flink.util.Collector

// 定义输入输出样例类
case class AdClickEvent(userId:Long, adId:Long, province:String, city: String, timestamp:Long )
case class AdCountByProvince(province:String, windowEnd:String, count:Long)

//定义侧输出样例类
case class BlackListWarning( userId:Long, adId:Long, msg:String )


object AdAnalysisByProvinceFilter {
  def main(args: Array[String]): Unit = {
    val env = StreamExecutionEnvironment.getExecutionEnvironment
    env.setStreamTimeCharacteristic(TimeCharacteristic.EventTime)
    env.setParallelism(1)

    val resource = getClass.getResource("AdClickLog.csv")
    //val adLogStream:DataStream[AdClickEvent] = env.readTextFile(resource.getPath)
    val adLogStream:DataStream[AdClickEvent] = env.readTextFile("C:\\Users\\DELL\\IdeaProjects\\UserBehaviorAnalysis\\MarketAnalysis\\src\\main\\resources\\AdClickLog.csv")
      .map(data => {
        val dataArray = data.split(",")
        AdClickEvent(dataArray(0).toLong, dataArray(1).toLong, dataArray(2), dataArray(3), dataArray(4).toLong)
      })
      .assignAscendingTimestamps(_.timestamp*1000L)

    // 定义刷单行为过滤操作
    val filterBlackListStream: DataStream[AdClickEvent] = adLogStream
      .keyBy(data => (data.userId, data.adId))
      .process(new FilterBlackListt(100))


    //开窗聚合统计
    val adCountStream:DataStream[AdCountByProvince] = filterBlackListStream
      .keyBy(_.province)
      .timeWindow(Time.hours(1),Time.seconds(5))
      .aggregate(new  AdCountAgg(), new AdCountResult())

    adCountStream.print()
    filterBlackListStream.getSideOutput(new OutputTag[BlackListWarning]("blacklist")).print("blacklist")
    env.execute("ad analysis job")
  }

}


class AdCountAgg() extends AggregateFunction[AdClickEvent, Long, Long]{
  override def add(in: AdClickEvent, acc: Long): Long = acc + 1

  override def createAccumulator(): Long = 0L

  override def getResult(acc: Long): Long = acc

  override def merge(acc: Long, acc1: Long): Long = acc + acc1
}

class AdCountResult() extends WindowFunction[Long, AdCountByProvince, String, TimeWindow]{
  override def apply(key: String, window: TimeWindow, input: Iterable[Long], out: Collector[AdCountByProvince]): Unit = {
    val province = key
    val windowEnd = new Timestamp(window.getEnd).toString
    val count = input.head
    out.collect( AdCountByProvince(province, windowEnd, count))
  }
}

class FilterBlackListt(maxClickCount: Long) extends  KeyedProcessFunction[(Long, Long), AdClickEvent, AdClickEvent]{
  //定义状态，需要保存当前用户对当前广告的点击量count
  lazy val countState: ValueState[Long] = getRuntimeContext.getState(new ValueStateDescriptor[Long]("count", classOf[Long]))
  //标识位，用来表示用户是否已经在黑名单中
  lazy val isSentState:ValueState[Boolean] = getRuntimeContext.getState(new ValueStateDescriptor[Boolean]("is-sent", classOf[Boolean]))

  override def processElement(value: AdClickEvent, context: KeyedProcessFunction[(Long, Long), AdClickEvent, AdClickEvent]#Context, collector: Collector[AdClickEvent]): Unit = {
    //取出状态数据
    val curCount = countState.value()

    // 如果是第一个数据，那么注册第二天0点的定时器，用于清空状态
    if(curCount == 0){
      val ts = (context.timerService().currentProcessingTime() / (1000*60*60*24) +1)*(1000*60*60*24)
      context.timerService().registerProcessingTimeTimer(ts)
    }

    // 判断count值是否达到上限，如果达到，并且之前没有输出过报警信息，那么报警
    if( curCount >= maxClickCount){
      if( !isSentState.value()){
        context.output(new OutputTag[BlackListWarning]("blacklist"),BlackListWarning(value.userId, value.adId, "click over " + maxClickCount + " times today"))
        isSentState.update(true)
      }
      return
    }

    countState.update(curCount+1)
    collector.collect(value)

  }

  override def onTimer(timestamp: Long, ctx: KeyedProcessFunction[(Long, Long), AdClickEvent, AdClickEvent]#OnTimerContext, out: Collector[AdClickEvent]): Unit = {
    countState.clear()
    isSentState.clear()
  }

}

posted @ 2020-08-12 17:29 秋华阅读(725) 评论(0) 编辑收藏举报

会员力量，点亮园子希望

刷新页面返回顶部

秋华

flink（五） 电商用户行为分析（五）市场营销商业指标统计分析之市场推广统计、广告点击量统计、 黑名单过滤

1 模块创建和数据准备

2 APP 市场推广统计

3 页面广告分析

3.1 页面广告点击量统计

公告

flink（五）电商用户行为分析（五）市场营销商业指标统计分析之市场推广统计、广告点击量统计、黑名单过滤