The core index of network marketing effect measurement what kind of logical thinking do we use?

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"Content Outline"

1. The core of the word is not in fact a unified standard, or even the core is not necessary. What metrics you use depend entirely on your goals.

2. Set the logic of the indicator: traffic, indicators, conversion, Retention.

3. Definition, logic and interpretation of traffic indicators.

Body】

First of all, thanks to Netconcepts's CEO Qu Cheng, this article is specially written at his invitation.

In my course of teaching Baidu certification, the second chapter is about "the core indicators of network marketing effect." The subject, frankly, made me tremble, and the word "core" gave me some trepidation, and I was very concerned that the indicators I had taught were not "core".

But what is "core", I want to think about not to understand. In physics, the description of distance "Rice" can be counted as the core indicators, but unfortunately, Einstein invented general relativity, time and space is not fundamentally different, "rice" at least in the general relativity of the subject is no longer "core indicators." To the Network marketing effect measurement index, probably also so, originally used to measure the amount of flow of independent IP or UV is very important, but in many other times, people are not very concerned about these indicators.

The setting of the core metrics depends entirely on your goal. In this sense, any indicator can be a core indicator, and any indicator may not be a core indicator. The purpose of a marketing campaign is to let the masses know that you exist, so that your brand can be "known"; another marketing campaign is to get you to sell on a special day like 11. The core indicators of the two marketing campaigns are certainly quite different.

On the other hand, in different industry areas, there must be the core indicators of their respective industries. For example, the core indicators of these two industries may be completely different from those of the electrical or educational sector. Even within the electric business sector, the different stages of enterprise development, may be the core indicators are also different. The core word makes me nervous, but I understand that the reason people like the core word is that these two words represent the most basic pointers to the business and profitability of the industry or organization, and these pointers are both concise and straightforward.

So, in the most general sense, what is the core measure of the effect of network marketing? First of all, I want to solve this problem requires a logic, if we jump into a specific one of the business to find relevant metrics, it is easy to fall into confusion, we need a real compass to ensure that we no matter how far, Know what to do next.

This compass is "human". Any marketing activities need to influence and change the object are people, measuring the quality of marketing results, is to measure the psychological (mentality) and behavior changes in the state and results, obviously, the deeper the change, means the more powerful effect. This compass is a person-able to accurately understand the changes in people, that is, can accurately grasp the direction of marketing and results.

Changes in mentality and mentality

The change of mentality and mentality is the pursuit of all marketing, not the unique network marketing. So in this section I find myself a very big topic.

Internet Marketing to People's psychology and mentality changes and other marketing methods are not the second, psychologically, people realize that your existence--awareness, mentality, people like your existence--preference. Measures of awareness and preference can be counted as core indicators. However, it is regrettable that the two use specific indicators to measure a considerable difficulty, the aspiration is difficult to capture, vague and capricious. Research is the most common method, but I don't know if it's the most effective.

Another more effective way to study psychology and mentality is iwom (ie, Internet word-of-mouth), which I like, but really difficult. Mainly for the interpretation of language lack of effective technical solutions, can only be carried out manually. IWOM itself has a set of metrics, and if you use this method, these metrics are very central.

In internet marketing, measuring awareness and preference sometimes use two of the most commonly used indicators--impression and click. This is measured by how the user responds to your ad. Impression is meant to show how many people have made an impression of the ad. But unfortunately, this metric is a bit boring, because people do not respond to ads in any case can not use the machine to understand, so only the number of ads in the client has been shown indirectly, which makes the measurement as a "core" of the possibility of a large discount, and more as a secondary indicator. Of course, this indicator still has its value, which we will mention later.

Psychology and mentality change I can not talk too much, for internet marketing, the two direct measurement is very limited, also lacks the core operability of the indicators. But the research and exploration of both have never ceased for centuries, the research methods of social science, especially psychology, have brought a lot of accumulation in this field, and applied in the research of advertisement promotion effect, but it is more than my research scope, I know very little, or I press the table.

Behavioral change

The identification of human actions and the resulting results is the largest evolution of marketing into the Internet field. Theoretically, all of the behavior that people have on the internet can be captured by technology, and it creates great possibilities for us to judge how marketing changes people's behavior.

Our most direct measure of internet marketing effectiveness is through changes in human behavior. People do something, such as clicking on your ad or buying your product, essentially changing from one behavioral state to another. Whether the change in state is in line with your expectations can directly show the achievement of marketing goals.

If you identify marketing effects by changing behavior, then everything will be much simpler. and introverted psychological action is different, behavior is explicit, and behavioral change has a shallow level and deep points. For example, in the above example, the Click ads are generally "shallow", while the purchase of goods is "deep". Because of this, I believe that the core indicators of network marketing effect measurement need to describe people's behavior change directly and concisely, on the other hand, it can reflect the depth of these behaviors. I divide these shades into four layers to describe: traffic (flow), indicators (degree of participation), conversion (conversion), and retention (retention/maintenance). The core indicators at four levels are detailed separately.

Traffic

Traffic indicators can easily become the core indicators, but may be different marketing purposes, the core of the word understanding also has a great difference. On the one hand, for most of the Web site traffic analysis of the friends, traffic is for the number of visitors to the site, but on the other hand, for those who are engaged in advertising business, traffic may be more reflected in the advertising popularity itself.

Both of these are reasonable. The truth of the flow lies in the word "flow", which itself is a process, and therefore the indicators are different from the different stages in the process. Before the flow into the site, we call the "Pre-click" stage, mainly by impression and click to measure (advertising popularity, but also with their reluctance to measure the mentality and mentality of the people mentioned above); After the traffic enters the website, we call it " Post-click "stage, mainly by the flow of three Musketeers--uv,visit and PV to measure. (plus links) used to be used to measure the amount of post-click traffic, but the IP address is limited by its accuracy, slowly everyone has gradually discarded it.

For Pre-click metrics, if you understand all of the following points, there is no problem at all.

1. People use the ratio of click and impression to measure the extent to which advertisements attract people's attention. This value is not only used to illustrate the advertising vector (media) on the crowd and advertising target crowd, but also to directly measure the level of advertising creativity.

2. The measurements above are called Ctr. Impression, click and Ctr can have a lot of cheating in display ads, but cheating is rare in SEM PPC ads.

3. Ctr is affected by many factors, but the biggest impact is the advertising creative itself, the more "aggressive" ads-such as window, large size, and so on, such as advertising, CTR can become very high. The portal site of the ordinary gentle display of advertising, more than 1% of CTR Rare. But those who hang AdSense website, it is said that some can reach 2% Ctr. However, search engine advertising (such as AdWords) may be CTR, because the search behavior itself embodies a strong purpose, if the competition is not fierce, exposure is not very large, 10% of CTR is not uncommon.

4. The impression indicator also has a twin indicator--unique Impression,click also has a twin indicator unique click. A cookie, no matter how many times it is viewed, or how many times it is advertised, is only a unique one. Impression or click and its unique ratio, known as frequency. The number of frequency shows the number of times an ad has repeatedly bombed the same group. Sometimes we use frequency to identify some of the most basic cheating, for example, Click/unique Click if more than 1.2, we think is very suspicious, impression/unique impression also more difficult to see more than 10.

5. One of the big drawbacks of impression is that it is impossible to really measure whether people are paying attention to advertising. There is a situation, the most resentment, that is, many times the advertisement in a page of the second screen or lower position, some people simply do not scroll down all the page down to see the left. At this time, it still records a impression of the advertisement. This is very unreasonable. To solve this problem, there are some advertising flow monitoring tools that provide only the impression of the ads that really show up in the browser screen to help you measure Ctr more accurately.

6. Personal feeling, search engine advertising impression very meaningful, but because of the existence of cheating, display sex advertising impression meaning is not very large, at least for some of the media site.

For Post-click metrics, here's what to remember:

1. UV (Unique Visitor) is a cookie (usually the first party cookie) to measure. UV is used to measure the number of websites visited to replace the "independent IP" metric used in the past. Due to some of the reasons for the cookie itself, UV can not accurately describe the actual number of people, but the relative and independent IP, it is too much. How the UV is specifically defined and statistical, please read this article: Web Analytics The most basic measure (3)--web analytics tools how to identify UV.

2. The definition of visit is constantly being changed. But one thing has not changed, is that 30 minutes of browsing behavior will be counted as two times visit. The definition of specific visit see this article: The new Secret of Google analytics--how to define visit. The most important purpose of visit definition in GA is to achieve accurate attribution Modeling (contribution model).

3. For the flow source (display ads, search engine ads, etc.) and the number of clicks (click) and its visit, there can be no one by one corresponding relationship, that is not each of the source of traffic will certainly bring a click on the visit. Because of the existence of a false click and a short period of time to click an ad to calculate only one visit, and other reasons, the general number of clicks will be greater than visit,visit than the click on the ratio from 10% to 90% of the situation I have seen. If this ratio is close to 10%, the advertisement is suspected of deceptive clicks, such as putting on temptation or misleading, deliberately let people click. If this ratio is close to 90%, the advertising has a good idea, and the crowd is very good targeted. Generally, 50% or so visit than the click Value is normal. Of course, occasionally found that the number of visit is larger than Click is also possible, mainly because some people click on the ads after the Web site to remember the website, and then through the direct input of the Web site to visit the website.

4. The PV (page View) of the pages and the impression of the ads are similar metrics. A page in the browser is loaded once, do not discuss whether it is newly opened, or the page has been refreshed, PV will increase. The impression of advertising is exactly the same.

5. I think visit is the most important of the three indicators, at least for web Analytics (Web Analyitcs). Many other core indicators are based on visit. That's why Google Analytics to adjust the visit definition is far-reaching.

Interpretation of Traffic Index

The interpretation of the traffic index can be used to measure the success of the marketing effect at a shallow level. We have a few ways of interpreting it.

First of all, the direct interpretation of absolute value index is more difficult. More significant is the unique impression, also known as reach, to measure how many people are exposed to the ads (not the number of exposures). In addition, UV is also more important, after all, it directly represents the flow of the site, which is also the past owners of each other's time to talk about their own independent IP has the number of reasons, now with UV, represents the things have not changed, the flow of more can show that you are successful in some areas,

Second, looking at the ratio index can give you more information. CTR Indicates the level of creativity or crowd matching. After fixing a certain condition, you can compare the pros and cons of another situation. For example, I am fixed in an ad position on several different creative ads, High CTR ads may show that the creative more attractive. Analyzing this value in search engine ads can see the appeal of different ad copy. If the fixed advertising creative and put ads to different advertising position, you can know the different media crowd (audience) and advertising information matching degree. If impression or click does not occur cheating, this ratio can give us too much to ponder things.

The ratio between Uv,visit and PV also has a lot of content to be described, but belongs to the content later in this article, so first press not the table.

Another very important way to interpret traffic indicators is to subdivide them. The most important method of analysis is the subdivision (the analysis of the "minute" word itself is the meaning). Three common methods of subdivision are: to subdivide the traffic according to the origin of the occurrence, the old and new visitors, and the landing destination, and then compare who can contribute the traffic or who can attract the traffic. Other subdivision methods are also many, such as geographical, terminal equipment, time (trend) and so on, completely depending on your needs.

Finally, I think the most valuable approach is to measure the ROI of traffic. I have just written two articles on ROI, so it should be no stranger to the word. The ROI of traffic is by dividing the money cost of the traffic by the traffic's worthy quotient, often measured by CPM,CPC,CPV and CPUV. CPM is a cost value of 1000 impression, CPC is a clicked cost value, CPV is a visit cost value, CPUV is a UV cost value.

What kind of traffic ROI is reasonable? In an era of soaring media costs, I find it difficult to find a reasonable traffic ROI. The CPC I used to show ads for is 5 cents, but now it seems that everyone is already laughing at the value. A CPV of 1 yuan seems reasonable, and even many people think it's too good to be worth it. Overall, because the billing for display ads is based on the time rather than the number of clicks, the gap between CPV is not surprisingly large (unless you really want to advertise to people who are not interested in your ads at all). But the CPC or CPV of SEM is different, because the division of industry and the difference of competition strength, CPC can be expensive to 500 yuan a click (for example, you want to put your hairy crab this keyword in October to the first few of Baidu), also can be cheap to a few money (for example, you put " My name is xxxxx "Such a word, no one competes with you), so there is no reference to the value." The standard value of CPM for display sex ads? I don't know, because impression itself is very unreliable.

Summary of core index of traffic

First of all, I think traffic indicators are very difficult to call the core of the word, because they only measure the user's lower level of behavior. Any network marketing activity has a definite goal, but this goal is very difficult to only use the traffic to complete.

Even my blog (Web Analytics Blog in China: www.chinawebanalytics.cn), such a website that does not measure its purpose with money, I have a deeper goal than the traffic, that is, the amount of reading people have for my article, and the further goal The number of people discussing and leaving comments after my blog. The flow is only part of the explanation of how many guests have opened the door, but whether these guests have really done what we want them to do, relying solely on traffic these metrics is simply not enough.

However, the traffic index can be described as a very basic indicator, almost all the indicators of network marketing effectiveness to be linked to them, because all the user behavior from the click and access to start, and throughout. Of the three categories of indicators, conversion and retention that we'll be talking about, each category needs to be measured in terms of traffic as a benchmark. This is like a reference frame in physics, there is no frame of reference, there is no physics.

The first part of the series is written here. Friends are very welcome to leave a message. New Year is coming again, I wish friends a happy New Year!