How to measure the value of a website user?

Note: This article discusses the "value", refers to the site users of the value of the third party, this value from the side of the site shows the value of the website on the Internet, we often say, who who is the user quality, who who the user has value. But how do you measure the value of a user? Very few people have discussed it.

In China, Internet users are certain. Visit Sina's users, also visit Sohu, also visit personal website. Why the unit flow price, Sina is so valuable, Sohu is a little cheaper, personal website is basically cabbage price it?

For a long time, I think there are two aspects to this problem: first, the unreasonable market, the value of personal website is seriously underestimated. Second, the brand value and the impact of the brand, Sina's brand relative to Sohu slightly higher, and the personal site almost no brand.

However, recent thinking has made me realize that this is not all in all. The value of a user, not only "individual", but also because of time, because of the ground and different.

To measure the value of a user, it is absolutely impossible to consider the value of the user currently for a third party, such as The Advertiser, and to add a reference variable to the value. For this reference variable, I call the "Web site's weighting of user value".

This "weighting", depending on the platform, is different from The advertiser's needs. Zhongguancun, for example, has a much higher weighting on the sales needs of digital products advertisers than a single online game vendor can do to increase the demand for gamers.

Here's an example to try to compute the value of a user:

1, Users: Purchase notebook computer users; Advertisers: Lenovo Notebook sales department; Platform one: Sohu's it channel; Platform 2: Zhongguancun;

2, assuming that the user is the maximum value for advertisers 20, platform for the value of the maximum weighted index of 5.

3, from the experience of the example, we feel that this user is fully in line with the demands of advertisers, then this user and advertisers value parameters can be considered very high, such as 20 points.

4, from the platform for Advertisers weighted view:

Sohu It channel is a broad media platform, unrelated to sales, user access to a large extent to understand the industry dynamics, news Consulting. Its weighted, can be evaluated to 3 points.

And Zhongguancun, is completely a consumer shopping guide platform, the user Zhongguancun, its purpose is very clear, is to buy their own products. Its weighted, can be evaluated to 5 points.

5, so for the user of this example, although the same person, the same demand, but for this advertiser, in the Sohu it channel this platform, the value of only 20x3=60. And in Zhongguancun, this value can be as high as 20x5=100.

Of course, the above example is only a description of the method of calculation, where the number does not represent any real meaning, in the specific operations, these numbers are required to have a very in-depth data analysis to draw.

The sum of the evaluation of the value of a single user, that is, the evaluation of the value of a platform for the current advertiser.

PS:

1, although this article is finished, but still feel the problem is not described clearly and clearly. Hope to have experienced friends to talk about, exchange;

2, in the drafting of this article, and my Bo Friends QQ Group (3347162) inside the friend discussion, a friend proposed that the platform of the weighted number, in fact, can be evaluated with the click Conversion rate.