Data analysis process to guide the direction of bidding optimization

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

Now a very popular word "big data", however, we are in the rapid development of the big Data era, how should we find business opportunities from these huge data, found that our enterprise/product at this stage of the problem is the basic conditions for enterprise survival. Back to the point, we talk about the topic today is the auction data analysis process, how to launch the bidding analysis and from the data found in the account level, landing page, customer service and other issues in each link. Next, we detail each link of data analysis.

I. Determine the objective of the analysis

It is important to determine the objective/purpose of the analysis, as the saying goes, "The end is the beginning", only we have identified the account or work to achieve the goal to clearly develop account optimization strategy, as well as the next data analysis direction. For example, our previous account of the key words in the conversion cost of about 100 yuan, now the boss asked us to reduce the conversion costs, the cost of conversion must be controlled at 50 yuan, the current account of the average click price of 15.8 yuan, the need to reduce the average click price to 10 yuan and so on.

Ii. data collection and collation

Data collection and collation has two main parts, data collection and data collation.

Data collection is our daily marketing process data, consumption, display, click, general Dialogue, effective dialogue, appointment, to the hospital and so on.

Data collation How do we do it, perhaps some people will think we have collected data on how to do data collation, before the data analysis, these analysis before the preparation is to do a good job, is the premise of data analysis. Data collation is to use the above data we have collected further in-depth calculations, such as dialogue rate, appointment rate, to the hospital rate, average click Price, booking costs, to the hospital costs and so on.

Iii. Finding the core issues

It's important to determine the purpose of analysis, this time to find the core problem is the core of data analysis, the soul, then how to find the core problem will become a lot of people face the challenge, and even some novice to see the data when it can not find what the core problems, then imagine the optimal direction of the account, advertising the effect of the strategy. Then explain exactly how to find the core problem.

Through the account level report, we can analyze the input-output ratio, this can only for our marketing to play a certain direction and can not guide us specifically how to operate to improve marketing results.

Through the Promotion Plan report we can clearly see which plans the consumption is high, which plan has been no conversion still is consuming, which plan transforms the situation to be good and so on.

Planning Report Analysis We now have questions about some of the accounts, if some of our programs are expensive, then we can combine search term reports and keyword reports to specifically analyze the key words in the unit to create a higher consumption of accounts, but at this time we will have a new confusion, these words consume high , the average click Price is higher for us to bring the dialogue no, or to bring us the transformation no, after the query we find these words through the search Word report to analyze these words can match those words, is not the word related to our business, is not the group of people we want to lock, If that's not the case then we should consider the value of the flow we're buying and make further adjustments.

Through the plan consumption high this question we have done the detailed analysis step, other questions also through this kind of step to find the influence marketing effect the core question, then unifies the question to make the corresponding solution.

Iv. implementation of the solution

Now that we have found the core of the account and made the corresponding solution, it should be noted that when we make some big adjustments to the account, we must clearly know how we will change. Then we execute the previous scheme, after a period of time to produce data and the previous effect of comparison, to determine whether our optimization direction is correct.

Summary: Data analysis is the process of discovering and solving problems, we must be familiar with the relationship between the data and good at the ability to compare, so as to find some laws, and then through data analysis for the account optimization to provide direction, improve the overall account marketing effect.

Author information: Yaorui, Baidu certified marketing consultant, push a SEM channel editor, Division from "Console Network Marketing" expert Kun, want to see more articles please login www.yaoruibin.com. Personal micro-signal: yaoruibin0321