营销大模型评测白皮书-28页_852kb

In the digital era, marketing large models are reshaping the field through deep learning and precise prediction. This whitepaper provides a comprehensive overview of evaluating these models, crucial for optimization, iteration, and technological innovation. It outlines the evaluation framework, scenarios, principles, and tools, aiming to offer guidance for industry collaboration and explore intelligent marketing futures.

The evaluation framework (Figure 1) includes four scenarios—text, image, video, and audio—each with distinct focus areas like content generation accuracy, multilingual support, or emotional intelligence (#1). Four principles ensure compliance, subjectivity, and user-centricity (#2), creating a robust testing environment focused on real-world applications. The four evaluation dimensions (#3) include:

• Quality (Accuracy & Safety): Contents' factual correctness and brand neutrality.
• Innovation: Ability to create novel responses adaptable to evolving marketing trends.
• Stability: Consistency in repeated tasks and data resilience.
• Interactivity: Responsiveness and dialog management complexity.

Case studies demonstrate the model's effectiveness in tasks like social media seeding copywriting and brand data analysis (#4). Addressing gaps in evaluation, future work includes automation (#5), explainability (#5), multi-dimensional testing (#5), and scalability.