The core index of network marketing effect measurement

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To the Network marketing effect measurement index, 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 two indicators.

In fact, the setting of the core metrics depends entirely on the 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 to all"; another marketing campaign is to make your product a big sale on a special day such as Double 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 sectors may be completely different from those of the electricity and education sectors. Even within the electric business sector, the enterprise development phase is different, the core indicators may also be different.

So, in the most general sense, what is the core measure of the effect of network marketing? The solution to this problem first requires a logic, if we jump into a specific 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

Changes in mentality and mentality are not unique to internet marketing. Internet Marketing to People's psychology and mentality changes and other marketing methods are not the second, psychologically, people realize 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 the difficulty, the aspiration is difficult to capture, vague and capricious.

Another way to study psychology and mentality is to iwom. This method 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, that is, by the user's response 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.

For internet marketing, the direct measurement of both psychology and mentality is very limited, and there is a lack of core operability indicators. However, the research and exploration of these two has never ceased for centuries, and the research methods of social sciences, especially psychology, have brought a lot of accumulation in this field and applied to the research of advertisement promotion effect.

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).

Traffic

Traffic indicators are easy to become the core indicators, but may be because of the purpose of marketing, the core of the word understanding is also very different. On the one hand, for most of the Web site traffic analysis of the friends, traffic performance as the number of visitors to the site; On the other hand, for those 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 vary from one stage to another. 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. In the past, independent IP has been used to measure the amount of post-click traffic, but the IP address is limited by its accuracy and has been gradually discarded.

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 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 from the creative itself, the more "aggressive" ads-such as window, large size, such as the pressure, color, such as advertising, CTR can become very high. The portal site of the ordinary gentle display of advertising, more than 1% of CTR Rare. 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, in the competition is not intense, exposure is not very large, 10% of the CTR is not uncommon.

4. The impression indicator 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 frequency figure illustrates the number of times an ad repeatedly bombarded 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 in which everyone is most resentful, that is, most of the time the ads in a page of the second screen or lower position, some people simply do not scroll down the page all over the view and 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, but compared to independent IP, it is too much.

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: "Google Analytics New Secrets-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. As a result 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 and click 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 click Ratio 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 is loaded in the browser once, 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 metrics are based on visit. That's why Google Analytics to adjust the visit definition is far-reaching.

Interpretation of Traffic Index

The interpretation of traffic Index can measure the success of marketing 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.

UV, visit and PV ratio also has a lot of content can be described, but belong to the content of the following article, so first press not 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 commonly used segmentation methods are to subdivide the traffic according to the origin of the occurrence, the new and the old visitors, and the destination of the login, and then compare who can contribute more 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. The ROI of traffic is by dividing the money cost of acquiring traffic by 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, once a more common display AD, 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 charges for display ads are based on 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 in SEM is different, because of 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 own hairy crab This keyword in the first few in October), but also can be cheap to a few money (for example, you put "My name is X XXXX "Such a word, no one competes with you), so there is nothing to reference the value.

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 a Web site that does not measure its purpose in money has a deeper goal than traffic, such as how much people read about its content, and the amount of discussion and message that people have on the site. The flow is only a part 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 indicators 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.

Author: Sing via: Titanium media