Analysis on the effect of compound eye BI system on bidding ranking

Internet advertising model in recent years, the proliferation of netizens to present a diversified development, PPC ads, Web ads, video ads, natural ranking ads, traffic and other forms of advertising, such as the number of small and medium-sized enterprises to bring the promotion of brand and sales, advertising is worth the delivery, the effect of how to improve the effectiveness of Compound Eye BI System small series with you to list several common Market advertising monitoring Intelligent analysis system, hope to advertise on the Internet users to bring some help.

Method 1. Baidu Statistics

We can login Baidu bid ranking account, into the Baidu statistics. In Baidu's own statistical system, we can see huge statistical data. First of all, we should make it clear that the essence of statistics is to reduce the cost of promotion to achieve the role of enhancing ROI, from Baidu's own statistical indicators, Baidu provides keyword indicators, page indicators, visitor indicators, external channel indicators and other related data, The behavior of visitors entering the site from a third party channel or direct access from the show--click-Browse--consult--purchase without systematic and process data to the user, Baidu statistics is simply to show the data to users, if users want to do further statistics, the conversion rate in the statistics here to do the setting, and add the generated code to a specific page on your site. After a statistical cycle, we can get the data we need from the Baidu statistics, so as to analyze.

For example: I need to know the effect of a certain keyword, simple from the keyword consumption, browsing volume, display volume, clicks, the average click Price, the length of the visit, visit pages, bounce rate and other indicators compared with other keywords do not see, because the value of these indicators are not the same, and some indicators compared to other indicators high, But some low, the following figure 1 of the consumption in 45 days is 10898 yuan, The price is 14.55 yuan, the number of clicks is 749, browse volume is 2551, the average number of visits is 3.51, the key words 2 consumption is 4725 yuan, the price is 8.82 yuan, the number of clicks is 536, the number of visits is 1909, the average visit page is 3.54, from the comparison of these data can not distinguish the keyword good or bad, this is only a few Several indicators, and most users often do not know the key words should see those indicators useful, but Baidu extracted to the user a class of indicators on as many as 30 kinds,

If you want to further analyze the keyword effect, Baidu can be from the background of the conversion statistics inside look, from the first figure we can see, registration from the member, registration success, some customers install the payment page, these data is inaccurate, and error is very large, new customers or old customers to enter the site, is very likely to browse the payment page or register the page, but customers do not really buy products, and as long as visitors browse these pages Baidu will be recorded as a transformation, here I experienced an interesting phenomenon, the day saw the background conversion is 58, but there is no one customer registration and purchase products. Some users may ask, I can see the key words of the number of inquiries, here the author and sales staff after the actual test, visitors from Baidu front click keyword into the Web site after clicking on the dialog box, where Baidu will be credited 1 times, customers do not want to consult the Closed dialog box to browse other pages, and then consult Baidu will also be credited 1 times. The error of these data in a long time of data accumulation will lead to user ambiguity and analysis error.

Insufficient: Baidu's own statistics often look large, but not the intricate data relationship has a regular comb, most of the data seems useful, but in the actual use, most of the data give users a sense of smoke and mirrors. Users use Baidu's own statistical analysis of the results, often the accuracy is not high, resulting in users always feel that rely on intuitive decision-making.

Method 2 Business Communication

Business Communication is an online customer service system, with a large number of users in the country, especially the medical industry. The reason is mainly because the business can be disguised as a statistical Baidu bid advertising effect.

The specific way is to import the daily Baidu statistical report into the business system, business Pass will be Baidu statistics report the number of keyword clicks and total consumption and its own record of a keyword consultation times contrast, combined into a table. So that the key words of the consultation conversion rate and the cost of consulting the key words.

Insufficient: First of all, business communication is not a professional bi (business intelligence) system, but an auxiliary function of customer service system. Second, although the business can be statistics to the consultation conversion rate and consulting costs, but not necessarily all E-commerce site conversion rate is judged by consulting, some users and sites will only occur a small number of consultation and more of the situation is directly registered members or orders, and business can not count these behaviors.

Method 3 Compound Eye BI System (WBI)

BI is the abbreviation of Business intelligence, the system is divided into data mining, data Warehouse, data analysis 3 large structure. It can be understood that the compound eye BI system is the eyes of the ecommerce website. Through this system, at least 3 problems can be solved.

1. Keyword Effect analysis

Through the compound eye BI system, you can see the data directly: keyword clicks, keyword clicks, keyword consultation times, keyword consultation rate, keyword Click cost, keyword consulting costs.

2. Analysis of Visitor behavior

Through the compound eye BI system, the behavior of all inbound users can be counted and subdivided to analyze the defects of the website and enhance the user experience. For example: A product page, most of the user's stay time is very short, or on the page's outbound rate is very high.

3. Statistics of visitors ' behaviour

Through the compound eye bi system, visitors ' behavior can be counted according to the rules we need to help us with our decision. For example: Repeat the consultation rate is very high, then we can consider whether our customer service is not very professional. Most of the consultation takes place on the third visit, then perhaps we give the user the image compared to other competitors do not have much advantage, and cause users to repeat the comparison?

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