Data analysis is the foundation and soul of search marketing

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Data analysis in the search marketing and even the entire network marketing has a very important position, can be said to be the soul of marketing, from the data "warehouse" found a valuable collection of rules for our business marketing to provide navigation functions.

The key of search marketing is to grasp the personalized demand of consumers, to customize the communication scheme, and to allocate reasonable marketing resources in a highly dynamic market environment. Then we can clearly know that only through data mining, analysis channels to our potential target audience targeted advertising, we have to do is not only to let these potential customers know, understand our products/services, more importantly, to let these customers fall in love with us and become a loyal fan of our business, Therefore, only through data analysis, to "understand" our target audience, so as to achieve targeted.

I. Means of calculation of indicators

First, let's look at the indicators that need to be involved in the data analysis and how each metric is calculated.

Click-through (CTR) = clicks/Show amount [netizen to our advertising creative people can and attention]

Conversion rate (CVR) = conversion/clicks

Thousands of presentation costs (CPM) = consumption/Display amount *1000

Average click Price (CPC) = consumption/click

Return on investment (ROI) = profit/consumption

Two. Data sources

Our main access to these data are Baidu Auction account search word report, Baidu Statistics or GA.

Three. Data analysis methods

A friend who makes a bid should have heard the word "start at the end." And we do data analysis is to put in a specific situation and combined with our enterprise assessment indicators to find the direction of account optimization, pointing out the current account from the problem and account improvement Program.

Data analysis mainly has three kinds of methods, comparative analysis, trend analysis and subdivision analysis, when we do data analysis, we should combine these methods to analyze and solve the existing problems and put forward the reasonable optimization direction. (Tips: This article is Yaorui original, Baidu certified marketing consultant, push a SEM channel editor, Speed network columnist, division from "Console Network Marketing" expert Kun, want to communicate more about Baidu bid promotion friend, please login Yaorui (pinyin) point card mother or Baidu Yaorui. Please retain this copyright information when reproduced.

Comparative analysis of ①

The comparative analysis also includes year-on-year, chain, base ratio, A/b control experiment and so on. Give us a simple example of how to understand these methods more clearly.

We now have a presentation of every keyword in our account, click, consume the data, then we take a week cycle, last week compared to this week's data this is the Year-on-year comparison method; Yesterday's comparison with today's data is the chain comparison method; The base ratio is the method compared to the goal we set before. A/b controlled trial is that we need to as far as possible in the same environment divided into two groups of ads and labeled as a group is the control group, the other group is the experimental group, and then use a single variable factors to affect the experimental group, the final analysis of the two sets of data and draw corresponding conclusions.

② Trend Analysis

Trend analysis is the combination of our data to make the corresponding trend chart analysis method, trend analysis can be very intuitive to see our account in a period of time performance, the core is that we can according to the trend analysis chart to predict our marketing results and the company's budget and so on.

③ Subdivision Analysis

We have mentioned above, "to the end of the beginning," then we start from the end of the enterprise want to achieve, and then analyze the status quo and problems, that is, we continue to subdivide each layer, constantly improve our optimization direction, eventually we will return to our first goal.

Author information: Yaorui, Baidu certified marketing consultant, push a SEM channel editor, Speed network columnist, division from the "console network Marketing" expert Kun, want to see more articles please login www.yaoruibin.com.