Data-driven operations (IV.) Marketing activity indicators

4, Marketing activities indicators

See figure below:

Or to first tell the indicators in the diagram:

1. Evaluation of the effectiveness of marketing activities

I think the ROI is the most core, generally speaking, we will be the week before the event and the week after the site UV, PV, order number, sales amount, conversion rate and other indicators to do the average;

Use the indicator values for the period and the week after the activity to reduce the corresponding indicator values for the preceding week, and to derive the effect of the activity, and then deduct other costs, such as the possible prize fees, for the ROI of the activity.

This method has a lot of errors, especially when there are many factors that affect the user's purchase behavior, but can also see the effect of an activity.

As for the case of multifactor impact, how to evaluate, this will be in the following article talk about the establishment and analysis of professional statistical software and statistical models. There is not much to describe here.

It is also important to note that the evaluation of marketing activities is not only an afterthought, but, more importantly, a daily http://www.aliyun.com/zixun/aggregation/8944.html of activity "> Data Monitoring, Assessment and analysis, Find out the possible cause of the poor effect of the activity and adjust it in time to ensure the effect of the whole activity.

2. Advertising and Channel effectiveness evaluation

Some of the indicators are consistent with the effectiveness of marketing activities; There is an extra emphasis on CPA and CPS, especially the latter.

In my actual work, in addition to the above superficial data monitoring and data analysis, there will be the various data refinement and decomposition, so as to find a more real situation.

For example, the evaluation of marketing activities, if we follow the above figure to make the assessment data, what can we do next? But in reality, we don't fully understand the finer facts behind the marketing campaign, nor do we give valuable advice on how to improve the next marketing campaign.

For example, does this activity have the same effect in different cities? Which cities have obvious effects? Which is not obvious? What are their characteristics? Should we launch different marketing campaigns for different cities?

June, a 0 yuan lottery, the overall ROI is very good, which is why the major group buying site to do this process is the simplest, but the effect is good reasons.

But after two different analyses of the data, we found that there should be more detailed facts behind it to guide the next event.

One is the result of statistical analysis on the map of the city, and concludes that the activity ROI of some cities is very different.

The other is to use the SAS model, find the relevance, also come to the same conclusion.

The next step is to analyze the different reasons, and give new suggestions for the later development of similar activities.

No longer described here, in the later analysis of the method will be described again.

The relevant indicators section is roughly finished, the next will be about the analysis method, welcome to continue to pay attention to and participate in the discussion.

(To be continued)