大数据培训 | 电商用户行为分析之商业指标统计分析

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。

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_大数据培训。

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。

 

自定义测试数据源

定义一个源数据的样例类 MarketingUserBehavior，再定义一个 SourceFunction，用于产生用户行为源数据，命名为 SimulatedEventSource：case class MarketingUserBehavior(userId: Long, behavior: String, channel: String,timestamp: Long)

class SimulatedEventSource extends RichParallelSourceFunction[MarketingUserBehavior]

{

var running = true

val channelSet: Seq[String] = Seq("AppStore", "XiaomiStore", "HuaweiStore", "weibo","wechat", "tieba")

val behaviorTypes: Seq[String] = Seq("BROWSE", "CLICK", "PURCHASE", "UNINSTALL")

val rand: Random = Random

override def run(ctx: SourceContext[MarketingUserBehavior]): Unit = {

val maxElements = Long.MaxValue

var count = 0L

while (running && count < maxElements) {

val id = UUID.randomUUID().toString.toLong

val behaviorType = behaviorTypes(rand.nextInt(behaviorTypes.size))

val channel = channelSet(rand.nextInt(channelSet.size))

val ts = System.currentTimeMillis()

ctx.collectWithTimestamp(MarketingUserBehavior(id, behaviorType, channel, ts),

ts)

count += 1

TimeUnit.MILLISECONDS.sleep(5L)

}

}

override def cancel(): Unit = running = false

}

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分渠道统计

另 外 定 义 一 个 窗 口 处 理 的 输 出 结 果 样 例 类 MarketingViewCount ， 并 自 定 义ProcessWindowFunction 进行处理，代码如下：

case class MarketingCountView(windowStart: Long, windowEnd: Long, channel: String,

behavior: String, count: Long)

object AppMarketingByChannel {

def main(args: Array[String]): Unit = {

val env = StreamExecutionEnvironment.getExecutionEnvironment

env.setStreamTimeCharacteristic(TimeCharacteristic.EventTime)

env.setParallelism(1)

val stream: DataStream[MarketingUserBehavior] = env.addSource(new

SimulatedEventSource)

.assignAscendingTimestamps(_.timestamp)

stream

.filter(_.behavior != "UNINSTALL")

.map(data => {

((data.channel, data.behavior), 1L)

})

.keyBy(_._1)

.timeWindow(Time.hours(1), Time.seconds(1))

.process(new MarketingCountByChannel())

.print()

env.execute(getClass.getSimpleName)

}

}

class MarketingCountByChannel() extends ProcessWindowFunction[((String, String),

Long), MarketingViewCount, (String, String), TimeWindow] {

override def process(key: (String, String),

context: Context,

elements: Iterable[((String, String), Long)],

out: Collector[MarketingViewCount]): Unit = {

val startTs = context.window.getStart

val endTs = context.window.getEnd

val channel = key._1

val behaviorType = key._2

val count = elements.size

out.collect( MarketingViewCount(formatTs(startTs), formatTs(endTs), channel,

behaviorType, count) )

}

private def formatTs (ts: Long) = {

val df = new SimpleDateFormat ("yyyy/MM/dd-HH:mm:ss")

df.format (new Date (ts) )

}

}

不分渠道（总量）统计

同样我们还可以考察不分渠道的市场推广统计，这样得到的就是所有渠道推广的总量。在 src/main/scala 下创建 AppMarketingStatistics.scala 文件，代码如下：

object AppMarketingStatistics {

def main(args: Array[String]): Unit = {

val env = StreamExecutionEnvironment.getExecutionEnvironment

env.setStreamTimeCharacteristic(TimeCharacteristic.EventTime)

env.setParallelism(1)

val stream: DataStream[MarketingUserBehavior] = env.addSource(new

SimulatedEventSource)

.assignAscendingTimestamps(_.timestamp)

stream

.filter(_.behavior != "UNINSTALL")

.map(data => {

("dummyKey", 1L)

})

.keyBy(_._1)

.timeWindow(Time.hours(1), Time.seconds(1))

.process(new MarketingCountTotal())

.print()

env.execute(getClass.getSimpleName)

}

}

class MarketingCountTotal() extends ProcessWindowFunction[(String, Long),

MarketingViewCount, String, TimeWindow]{

override def process(key: String, context: Context, elements: Iterable[(String, Long)],

out: Collector[MarketingViewCount]): Unit = {

val startTs = context.window.getStart

val endTs = context.window.getEnd

val count = elements.size

out.collect( MarketingViewCount(formatTs(startTs), formatTs(endTs), "total","total", count) )

}

private def formatTs (ts: Long) = {

val df = new SimpleDateFormat ("yyyy/MM/dd-HH:mm:ss")

df.format (new Date (ts) )

}

}

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。

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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：

case class AdClickLog(userId: Long, adId: Long, province: String, city: String, timestamp:Long)

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

object AdStatisticsByGeo {

def main(args: Array[String]): Unit = {

val env = StreamExecutionEnvironment.getExecutionEnvironment

env.setStreamTimeCharacteristic(TimeCharacteristic.EventTime)

env.setParallelism(1)

val adLogStream: DataStream[AdClickLog] =

env.readTextFile("YOURPATH\\resources\\AdClickLog.csv")

.map(data => {

val dataArray = data.split(",")

AdClickLog(dataArray(0).toLong, dataArray(1).toLong, dataArray(2),

dataArray(3), dataArray(4).toLong)

})

.assignAscendingTimestamps(_.timestamp * 1000L)

val adCountStream = adLogStream

.keyBy(_.province)

.timeWindow(Time.minutes(60), Time.seconds(5))

.aggregate(new CountAgg(), new CountResult())

.print()

env.execute("ad statistics job")

}

}

class CountAgg() extends AggregateFunction[AdClickLog, Long, Long]{

override def add(value: AdClickLog, accumulator: Long): Long = accumulator + 1L

override def createAccumulator(): Long = 0L

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

override def merge(a: Long, b: Long): Long = a + b

}

class CountResult() extends WindowFunction[Long, CountByProvince, String, TimeWindow]{

override def apply(key: String, window: TimeWindow, input: Iterable[Long], out:

Collector[CountByProvince]): Unit = {

out.collect(CountByProvince(formatTs(window.getEnd), key, input.iterator.next()))

}

private def formatTs (ts: Long) = {

val df = new SimpleDateFormat ("yyyy/MM/dd-HH:mm:ss")

df.format (new Date (ts) )

}

}

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_大数据视频。

具体代码实现如下：

case class AdClickLog(userId: Long, adId: Long, province: String, city: String, timestamp:

Long)

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

case class BlackListWarning(userId: Long, adId: Long, msg: String)

object AdStatisticsByGeo {

val blackListOutputTag = new OutputTag[BlackListWarning]("blacklist")

def main(args: Array[String]): Unit = {

val env = StreamExecutionEnvironment.getExecutionEnvironment

env.setStreamTimeCharacteristic(TimeCharacteristic.EventTime)

env.setParallelism(1)

val adLogStream: DataStream[AdClickLog] =

env.readTextFile("D:\\Projects\\BigData\\UserBehaviorAnalysis\\MarketAnalysis\\src\

\main\\resources\\AdClickLog.csv")

.map(data => {

val dataArray = data.split(",")

AdClickLog(dataArray(0).toLong, dataArray(1).toLong, dataArray(2),

dataArray(3), dataArray(4).toLong)

})

.assignAscendingTimestamps(_.timestamp * 1000L)

val filterBlackListStream = adLogStream

.keyBy(logData => (logData.userId, logData.adId))

.process(new FilterBlackListUser(100))

val adCountStream = filterBlackListStream

.keyBy(_.province)

.timeWindow(Time.minutes(60), Time.seconds(5))

.aggregate(new countAgg(), new countResult())

.print()

filterBlackListStream.getSideOutput(blackListOutputTag)

.print("black list")

env.execute("ad statistics job")

}

class FilterBlackListUser(maxCount: Long) extends KeyedProcessFunction[(Long, Long),

AdClickLog, AdClickLog] {

// 保存当前用户对当前广告的点击量

lazy val countState: ValueState[Long] = getRuntimeContext.getState(new

ValueStateDescriptor[Long]("count-state", classOf[Long]))

// 标记当前（用户，广告）作为 key 是否第一次发送到黑名单

lazy val firstSent: ValueState[Boolean] = getRuntimeContext.getState(new

ValueStateDescriptor[Boolean]("firstsent-state", classOf[Boolean]))

// 保存定时器触发的时间戳，届时清空重置状态

lazy val resetTime: ValueState[Long] = getRuntimeContext.getState(new

ValueStateDescriptor[Long]("resettime-state", classOf[Long]))

override def processElement(value: AdClickLog, ctx: KeyedProcessFunction[(Long,

Long), AdClickLog, AdClickLog]#Context, out: Collector[AdClickLog]): Unit = {

val curCount = countState.value()

// 如果是第一次处理，注册一个定时器，每天 00：00 触发清除

if( curCount == 0 ){

val ts = (ctx.timerService().currentProcessingTime() / (24*60*60*1000) + 1) *

(24*60*60*1000)

resetTime.update(ts)

ctx.timerService().registerProcessingTimeTimer(ts)

}

// 如果计数已经超过上限，则加入黑名单，用侧输出流输出报警信息

if( curCount > maxCount ){

if( !firstSent.value() ){

firstSent.update(true)

ctx.output( blackListOutputTag, BlackListWarning(value.userId, value.adId,

"Click over " + maxCount + "times today.") )

}

return

}

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// 点击计数加 1

countState.update(curCount + 1)

out.collect( value )

}

override def onTimer(timestamp: Long, ctx: KeyedProcessFunction[(Long, Long),

AdClickLog, AdClickLog]#OnTimerContext, out: Collector[AdClickLog]): Unit = {

if( timestamp == resetTime.value() ){

firstSent.clear()

countState.clear()

}

}

}

}

class countAgg() extends AggregateFunction[AdClickLog, Long, Long] {

override def add(value: AdClickLog, accumulator: Long): Long = accumulator + 1L

override def createAccumulator(): Long = 0L

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

override def merge(a: Long, b: Long): Long = a + b

}

class countResult() extends WindowFunction[Long, CountByProvince, String, TimeWindow]

{

override def apply(key: String, window: TimeWindow, input: Iterable[Long], out:

Collector[CountByProvince]): Unit = {

out.collect(CountByProvince(formatTs(window.getEnd), key, input.iterator.next()))

}

private def formatTs(ts: Long) = {

val df = new SimpleDateFormat("yyyy/MM/dd-HH:mm:ss")

df.format(new Date(ts))

}

}