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edwardT / 小象分析云-用户行为分析画像(兼容神策SDK)

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README.md
Apache-2.0

小象用户行为分析平台

介绍

大数据技术已经迅速应用于商业并产生价值,通过数据分析来识别用户行为,建立以用户为中心的低成本快速增长,是一个企业必须具备的核心竞争力。 随着成本的大幅度增加,企业必须改变过去粗放型的营销和运营方式,特别是在市场营销、产品制造、销售以及未来的客户服务等各个方面向更加科学、高效的方向转变。

小象电商系统上线后,需要收集用户行为数据,通过大数据实时分析实现电商业务数字化运营。基于此强需求开发小象用户行为分析,兼容神策开源的埋点SDK完成终端行为上报,采用Nginx+Flume+kafka实现日志收集,采用Flink写入HDFS。

本开源项目内容包括nginx环境配置、Flume解密和日志格式处理、将明文数据存放到kafka的Topic下、Flink消费后将埋点数据存入HDFS的关键4步操作。为方便前期埋点的校验调优,在kafka环节,增加了埋点解析数据JSON格式存入MySQL。后续计划增加友盟和其他SDK厂商的埋点处理,以及业务系统日志的采集入库。

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  • 微信:mzv988
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产品视频演示

项目主要内容

  • 日志采集(Flume+kafka)
  • 日志入库(Flink+HDFS)

工作流程

完成数据采集技术构建和业务设计,在App、小程序的系统供应商配合下完成用户行为数据采集埋点,并基于埋点的数据构建线上用户行为标签和画像。 输入图片说明

架构设计思路

所谓“埋点”,是数据采集领域(尤其是用户行为数据采集领域)的术语,指的是针对特定用户行为或事件进行捕获、处理和发送的相关技术及其实施过程。比如用户某个icon点击次数、观看某个视频的时长等等。 输入图片说明

业务设计思路

埋点业务设计,首先需要根据业务分析明确采集的目标行为,进一步搞清楚应该在哪些地方埋什么样的点。过程中建议使用“事件模型( Event 模型)”来描述用户的各种行为,事件模型包括事件( Event )和用户( User )两个核心实体。 基于4W1H模型描述用户行为可将整个行为描述清楚,要点包括:是谁、什么时间、什么地点、以什么方式、干了什么。通过这两个实体结合在一起就可以清晰地描述清楚用户行为。 输入图片说明

技术架构

SDK埋点采集行为数据来源终端包括iOS、安卓、Web、H5、微信小程序等。不同终端SDK采用对应平台和主流语言的SDK,埋点采集到的数据通过JSON数据以HTTP POST方式提交到服务端API。 服务端API由数据接入系统组成,采用Nginx来接收通过 API 发送的数据,并且将之写到日志文件上。使用Nginx实现高可靠性与高可扩展性。 对于Nginx打印到文件的日志,会由Flume的 Source 模块来实时读取Nginx日志,并由Channel模块进行数据处理,最终通过Sink模块将处理结果发布到 Kafka中。

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软件完整架构

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第三方埋点SDK集成步骤

  • 引入SDK:在终端应用配置文件添加 SDK 依赖,不同终端引入方式会有差异,具体操作步骤将在后续SDK技术文档中体现。
  • 配置上报服务端API地址:用于设置SDK上报API的服务端地址。
  • 开启全埋点:SDK 可以自动采集一些用户行为,如 App 启动、退出、浏览页面、控件点击。初始化 SDK 时,通过SDK提供的初始化方法可以配置开启全埋点。

API接入服务设计

不同渠道的埋点数据通过 HTTP API 发送给服务端API实现数据接入。 采用Nginx作为WEB容器接收客户端SDK发送的数据,并且将之写到日志文件上。使用 Nginx 主要是考虑到其高并发、高可靠性与高可扩展性。

用户行为采集场景

通过应用场景梳理,实现以场景规划埋点,用场景检验埋点。场景梳理可以抽象为三个层面:

  • 通用基础场景:共性操作统一考虑
  • 重要操作场景:重要操作整体归因
  • 业务主流程场景:以业务线定义完整过程

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应用效果

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版权声明

小象数据行为分析用Apache2.0开源协议 个人和企业,在直接使用、二次开发后商业使用,需要遵守:

包含xiaoxianganalysis LICENSE文件(授权使用者免费使用小象分析专利和知识产权) 如果修改了代码,需要在被修改的文件中说明 在修改和有源代码衍生的代码中,需要带有原来代码中的协议,商标 在二次开发后商业发布的产品中,使用了多个开源软件,则必须包含一个Notice文件,在Notice文件中需要带有xiaoxianganalysis LICENSE。你可以在Notice中增加自己的许可,但不可以表现为对xiaoxianganalysis LICENSE构成更改。 如果您需要商业化增值服务,请加微信沟通。

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捐赠支持

如果您觉得我们的开源项目 小象数据行为分析 对您有帮助,那就请项目开发者们来一杯喜茶吧!当前我们接受来自于微信、支付宝或者码云的捐赠,请在捐赠时备注自己的昵称或附言。

您的捐赠将用于支付该项目的一些费用支出,并激励开发者们以便更好的推动项目的发展,同时欢迎捐赠公网服务器用于提高在线演示系统体验。

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长期捐赠

如果您是企业的经营者并且有计划将 小象数据行为分析 用在公司的经营产品中,欢迎进行长期捐赠。长期捐赠有商业上的益处有:

  • 积极响应,快速维护,及时更新;
  • 企业名称、Logo 及官网链接将长期展示在开源仓库、小象智慧 官网及宣发材料中;
  • 捐赠金额同比例抵扣未来 小象数据行为分析 的付费产品价格。

如果您对长期赞助 小象智慧 团队感兴趣,或者有其他好想法,欢迎联系开发团队微信 mzv988,或发送邮件到 gitee@xiaoxiangai.com

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简介

商用产品开源,包括用户埋点数据采集、用户标签分群和画像、智慧运营、营销等。项目采用Nginx+Flume+kafka实现日志收集,Flink进行实时流处理,ClickHouse作为实时数仓,HDFS作为数据备份。 项目帮用户快速搭建CDP客户数据平台,实现对移动端数据分析、用户行为分析、用户标签画像和在线营销。完美兼容神策埋点SDK、友盟埋点SDK和其他终端埋点包。快速对接、快速应用。 展开 收起
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