CN105138540A - Promotion optimization method and device of promotion website - Google Patents
Promotion optimization method and device of promotion website Download PDFInfo
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- CN105138540A CN105138540A CN201510399151.3A CN201510399151A CN105138540A CN 105138540 A CN105138540 A CN 105138540A CN 201510399151 A CN201510399151 A CN 201510399151A CN 105138540 A CN105138540 A CN 105138540A
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Abstract
The embodiment of the invention provides a promotion optimization method and device of a promotion website. The method comprises the following steps: obtaining the user access data, the clicking consulting data, the order form generation data and the promotion account data of the promotion website in a set time; according to the promotion channels of the promotion website, splitting and classifying the user access data, the clicking consultation data, the order form generation data and the promotion account data to obtain a classification result of each promotion channel; and according to an optimization target, generating a regulation and control instruction of at least one piece of data in the classification result of each promotion channel, and carrying out corresponding regulation and control according to the regulation and control instruction. The promotion optimization method and device determine different optimization targets of different promotion channels, are favorable for realizing fine regulation and control, can determine indirect conversion data including the access flow, the consultation conversation rate and the order form generation rate of the promotion website corresponding to each promotion channel and provide sufficient and powerful evidences for the optimization of the promotion website in each promotion channel so as to realize effective regulation optimization.
Description
Technical field
The embodiment of the present invention relates to website promotion technical field, particularly relates to a kind of popularization optimization method and the device of promoting website.
Background technology
Along with the development of internet, increasing businessman carries out website promotion by internet.Wherein, paid search advertisement (PaidSearchAdvertising, PSA) is most important advertisement putting mode on internet.If the input all enterprises advertising budget being on the internet denoted as 100%, PSA aspect occupies the share of more than 50%.At home, main release platform is Baidu (www.baidu.com), and what slowly rise now also has 360 and search dog, and release platform main in global range is Google (Google).
Businessman carries out website promotion, has usually needed following step: the first, choose suitable keyword.A such as nash-equilibrium mechanism, should buy " aviation passenger ticket ", " electronic passenger ticket " etc. can mate the keyword of its business, and the keyword that the industry that similar " baby milk " is engaged in it like this has nothing to do completely is inapplicable.The second, be the intention that the keyword writing bought is simple and clear and attractive, to attract user to pay close attention to, promote the clicking rate promoting website.Three, for each keyword sets rational best bid.Four, throw in, comprise the input channel selecting cost performance high, and implement effective input at each channel.
After businessman promotes website, user can access the website of promoting by various ways such as search, by seeking advice from the customer service promoting website, thus can reach purchase intention, generating order.
The website promotion behavior of all businessmans is all to attract more user to enter promoted website undoubtedly, understands service or product in detail, finally forms purchase intention, thus profit.Under the prerequisite of certain place money (namely promoting cost), it is desirable to bring more order, therefore, the optimisation technique promoting website is arisen at the historic moment.
The optimisation technique of existing popularization website, the main experience relying on optimization teacher, utilize the information got, comprise the account related data account that mainly search engine backstage provides to represent, click, the data such as consumption, and the dialog information of the customer service that provides of consulting instrument and user, be optimized promoted account data.
There is following defect in the optimisation technique of existing popularization website:
The first, the input that becomes more meticulous cannot be accomplished, easily cause the wasting of resources;
The conversion data of the keyword that the second, present search engine platform provides, it is direct conversion data, namely user finally reaches conversion by triggering which keyword, and the decision process that user buys a product or service does not often once realize, the cognition of a period of time may be needed, understand, contrast, consulting finally just can be made decision, and therefore optimizes teacher according to direct conversion data, cannot make educated decisions.
Summary of the invention
The embodiment of the present invention provides a kind of popularization optimization method and the device of promoting website, promotes website mode to optimize.
First aspect, embodiments provides a kind of popularization optimization method promoting website, comprising:
Obtain and promote the user accesses data of website in setting-up time, click advisory data, order generates data and promoted account data;
According to the channels of described popularization website, to described user accesses data, click advisory data, order generates data and promoted account data are spliced and classify, and obtains the classification results of each channels;
According to optimization aim, generate the regulation and control instruction of at least one item number certificate in the classification results of described each channels, and carry out corresponding regulation and control according to described regulation and control instruction.
Second aspect, embodiments provides a kind of popularization optimization device promoting website, comprising:
Data acquisition module, promoting the user accesses data of website in setting-up time for obtaining, clicking advisory data, order generates data and promoted account data;
Data categorization module, for the channels according to described popularization website, to described user accesses data, click advisory data, order generates data and promoted account data are spliced and classify, and obtains the classification results of each channels;
Data regulation and control module, for according to optimization aim, generates the regulation and control instruction of at least one item number certificate in the classification results of described each channels, and carries out corresponding regulation and control according to described regulation and control instruction.
The popularization optimization method of the popularization website that the embodiment of the present invention provides and device, after businessman realizes website promotion by paying, promoting the user accesses data of website in setting-up time by obtaining, clicking advisory data, order generates data and promoted account data, supervisory user that can be complete enters the behavior promoting website by the paid promotion of businessman, and the website promotion behavior of businessman, according to the channels of described popularization website, by to described user accesses data, click advisory data, order generates data and promoted account data are classified, specifically rule is spliced according between different pieces of information, described user accesses data can be realized, click the splicing of advisory data and order generation data, and the splicing of described user accesses data and promoted account data, pass through the classification results of obtained each channels, achieve in the whole browsing process of user, the user accesses data of each channels, click advisory data, order generates comprehensively getting through of data and promoted account data, based on this, the flowing of access of the popularization website that each channels is corresponding can be determined, consulting conversion ratio and generation order rate, for each channels, by using the flowing of access of popularization website corresponding for this channels, consulting conversion ratio or generate order rate as different optimization aim, generate the regulation and control instruction of at least one item number certificate in the classification results of this channels, and carry out corresponding regulation and control according to described regulation and control instruction, the order inversion quantity of this channels can be improved, on the one hand, determine the different optimization aim of different channels, be conducive to realization and become more meticulous regulation and control, on the other hand, based on each channels user accesses data, click advisory data, order generates comprehensively getting through of data and promoted account data, the flowing of access of the popularization website that each channels is corresponding, consulting conversion ratio can be determined and generate these indirect reformer data of order rate, there is provided sufficient strong evidence for promoting website in the optimization of each channels, thus realize optimising and adjustment effectively.
Accompanying drawing explanation
In order to be illustrated more clearly in the present invention, introduce doing one to the accompanying drawing used required in the present invention simply below, apparently, accompanying drawing in the following describes is some embodiments of the present invention, for those of ordinary skill in the art, under the prerequisite not paying creative work, other accompanying drawing can also be obtained according to these accompanying drawings.
A kind of schematic flow sheet promoting the popularization optimization method of website that Fig. 1 a provides for the embodiment of the present invention one;
Fig. 1 b is that a kind of user be suitable in the embodiment of the present invention one enters the behavior schematic diagram promoting website by the paid promotion of businessman;
The channels schematic diagram of the popularization website that Fig. 1 c provides for the embodiment of the present invention;
A kind of structural representation promoting the popularization optimization device of website that Fig. 2 provides for the embodiment of the present invention three.
Embodiment
For making the object, technical solutions and advantages of the present invention clearly, be described in further detail the technical scheme in the embodiment of the present invention below in conjunction with accompanying drawing, obviously, described embodiment is the present invention's part embodiment, instead of whole embodiments.Be understandable that; specific embodiment described herein is only for explaining the present invention; but not limitation of the invention; based on the embodiment in the present invention; those of ordinary skill in the art, not making the every other embodiment obtained under creative work prerequisite, belong to the scope of protection of the invention.It also should be noted that, for convenience of description, illustrate only part related to the present invention in accompanying drawing but not full content.
Embodiment one
Referring to Fig. 1 a, is a kind of schematic flow sheet promoting the popularization optimization method of website that the embodiment of the present invention one provides.The method of the embodiment of the present invention can be performed by the popularization optimization device of the popularization website being configured to hardware and/or software simulating, and this optimization device is typically deployed in be promoted in website.
The method comprises: step 110 ~ step 130.
Step 110, acquisition promote the user accesses data of website in setting-up time, click advisory data, order generation data and promoted account data.
Be specifically described below in conjunction with Fig. 1 b.When businessman realizes website promotion by paying, businessman is that the intention that selected suitable keyword is created constitutes advertisement, and sets rational best bid for each keyword and throw at selected input channel.After businessman promotes website, user can click advertisement by various ways such as search, and enters popularization website; To promoting after the webpage of website browses, if the product promoted businessman or serve interested, then by seek advice from (consulting namely in Fig. 1 b transforms) with the customer service promoting website, thus purchase intention can be reached, generation order; If the product promote businessman or service are lost interest in, then can not carry out consulting and transform, but directly leave; Or, after seeking advice from the customer service promoting website, abandon because not reaching purchase intention.
The specifically complete monitoring record the user shown in Fig. 1 b and entered by the paid promotion of businessman and promote the behavior of website of this step, thus get promote website in setting-up time (such as, 3 months or longer time) user accesses data, click advisory data, order generates data and promoted account data.
Wherein, described user accesses data have recorded promotes the Website page behavior being browsed by user and click, and described user accesses data can comprise following at least one item: the access order belonging to access IP, access IP between region, access cookie, access time, access mode, the accession page of described popularization website, the corresponding residence time and the page, the search word of user's input, keyword that described search word triggers and precedence data at that time.
Described click advisory data have recorded the consulting behavior of the customer service of user and popularization website, and described click advisory data can comprise following at least one item: click the page in popularization website corresponding to consulting and corresponding advisory text.
Described order generation data have recorded reaches purchase intention and the behavior generating order.
Be different from above-mentioned three kinds of data, described promoted account data record be that businessman passes through to pay and carries out the behavior of website promotion, described promoted account data can comprise following at least one item: bidding and the precedence data of correspondence of keyword, described keyword, and the match pattern of search word and keyword.
It should be noted that, the acquisition that user accesses data, click advisory data, order generate data and promoted account data is horizontal data acquisition operations; In this operation, include the longitudinal data carried out from time dimension (i.e. setting-up time) simultaneously and obtain operation.
Step 120, channels according to described popularization website, to described user accesses data, click advisory data, order generates data and promoted account data are spliced and classify, and obtains the classification results of each channels.
This step specifically, according to the channels of described popularization website, to described user accesses data, click advisory data and order generate data and splice, described user accesses data and promoted account data are spliced simultaneously, the basis of the former splicing is entered based on user the behavior promoting website by the paid promotion of businessman, the basis of the latter's splicing is the keyword that the businessman triggered based on the search word of user throws in, pass through the classification results of obtained each channels, achieve in the whole browsing process of user, the user accesses data of each channels, click advisory data, order generates comprehensively getting through of data and promoted account data, a user can be fullyed understand, what access time, from which channels, by what search word entered and promote website, which keyword search word triggers, bidding and rank of the keyword triggered, promoting which page of website browsing, click consulting is carried out in the customer service of which page and popularization website, whether there is happy communication, finally whether generate order, the order expection generated can bring the information such as how many incomes.
Wherein, the channels of described popularization website can comprise following at least one item: paid search advertising channel, naturally search for channel, net alliance's channel and Email Marketing channel.
Refer to Fig. 1 c, the channels promoting website is broadly divided into search engine and the large class of non-search engine two; Wherein, paid search advertising channel and naturally search channel belong to search engine class channels, and net alliance's channel and Email Marketing channel belong to non-search engine class channels.Certain search engine class channels also has other modes (such as Baidu's mhkc).Paid search advertising channel is also divided into and pays per click and to pay two group channels by the period.
It should be noted that, the channels of described popularization website determines the access mode that user accesses described popularization website.
Step 130, according to optimization aim, generate the regulation and control instruction of at least one item number certificate in the classification results of described each channels, and carry out corresponding regulation and control according to described regulation and control instruction.
Based in each channels, the user accesses data of comprehensively getting through, click advisory data, order generate data and promoted account data, can determine the flowing of access of the popularization website that each channels is corresponding, consulting conversion ratio and generate order rate.
Wherein, consulting transforms and refers to that user carries out the conversion of seeking advice from by the client of the online immediate communication tool and popularization website of promoting website.Consulting conversion ratio=(total visit capacity of consulting inversion quantity/popularization website) × 100%.
After generation order rate is referred to and is seeked advice from by immediate communication tool, the final ratio generating order.Such as: 10 users see the result that certain search is promoted, wherein 5 users click a certain Extended Results and are jumped on target URL, afterwards, wherein 2 users there occurs consulting by consulting instrument on website, and final 1 user places an order the product or service that have purchased this businessman.So, the consulting conversion ratio of this Extended Results is exactly (2/5) × 100%=40%, and order production rate is exactly (1/2) × 100%=50%.
Known, the order inversion quantity of each channel is mainly subject to the impact of three aspect factor, is the flowing of access of the popularization website that this channels is corresponding respectively, consulting conversion ratio (initiatively the seeking advice from behavior of respective user), and generates order rate.Concrete formula is as follows:
The flowing of access * of order inversion quantity=popularization website seeks advice from conversion ratio * and generates order rate
In this step, for each channels, using the flowing of access of popularization website corresponding for this channels, consulting conversion ratio or order rate can be generated as different optimization aim, generate the regulation and control instruction of at least one item number certificate in the classification results of this channels, and carry out corresponding regulation and control according to described regulation and control instruction, thus improve the order inversion quantity of this channels.This step can have different embodiments, describes in detail in embodiment two.
The technical scheme of the present embodiment, after businessman realizes website promotion by paying, promoting the user accesses data of website in setting-up time by obtaining, clicking advisory data, order generates data and promoted account data, supervisory user that can be complete enters the behavior promoting website by the paid promotion of businessman, and the website promotion behavior of businessman, according to the channels of described popularization website, by to described user accesses data, click advisory data, order generates data and promoted account data are classified, specifically rule is spliced according between different pieces of information, described user accesses data can be realized, click the splicing of advisory data and order generation data, and the splicing of described user accesses data and promoted account data, pass through the classification results of obtained each channels, achieve in the whole browsing process of user, the user accesses data of each channels, click advisory data, order generates comprehensively getting through of data and promoted account data, based on this, the flowing of access of the popularization website that each channels is corresponding can be determined, consulting conversion ratio and generation order rate, for each channels, by using the flowing of access of popularization website corresponding for this channels, consulting conversion ratio or generate order rate as different optimization aim, generate the regulation and control instruction of at least one item number certificate in the classification results of this channels, and carry out corresponding regulation and control according to described regulation and control instruction, the order inversion quantity of this channels can be improved, on the one hand, determine the different optimization aim of different channels, be conducive to realization and become more meticulous regulation and control, on the other hand, based on each channels user accesses data, click advisory data, order generates comprehensively getting through of data and promoted account data, the flowing of access of the popularization website that each channels is corresponding, consulting conversion ratio can be determined and generate these indirect reformer data of order rate, there is provided sufficient strong evidence for promoting website in the optimization of each channels, thus realize optimising and adjustment effectively.
In such scheme, after the classification results obtaining each channels, described method also can comprise:
During predetermined deviation scope lower than history average corresponding to described optimization aim of the numerical value of the optimization aim in described setting-up time, trigger the generating run performing described regulation and control instruction.
Based on the data of getting through comprehensively, obtain the numerical value of optimization aim of different phase (dial-tone stage, consulting transformation stage, order generation phase), and according to the chart of these numeric renderings optimization aim.During predetermined deviation scope lower than history average corresponding to described optimization aim of the numerical value of the optimization aim in described setting-up time, accurately can locate the stage of regulation and control to be optimized, by performing the generating run of described regulation and control instruction, the Effective Regulation in the stage for the treatment of Optimum Regulation can be realized.
In such scheme, after carrying out corresponding regulation and control according to described regulation and control instruction, described method also can comprise:
In setting monitoring period, optimization aim is monitored;
If monitored results meets preset exception condition, then return the generating run performing described regulation and control instruction;
Described default exception condition comprises:
Set the numerical value of numerical value lower than the optimization aim in setting-up time of the optimization aim in monitoring period; Or
The numerical value of the optimization aim in setting monitoring period is lower than the predetermined deviation scope of history average corresponding to described optimization aim.
Using the predetermined deviation scope of the numerical value of the optimization aim in setting-up time or history average corresponding to described optimization aim as the contrast benchmark before Optimum Regulation, and in setting monitoring period, optimization aim is monitored, time more excellent before regulating effect is unlike regulation and control, new regulation and control instruction can be generated, thus carry out further Effective Regulation; Be conducive to the problem stage of determining to cause promotion effect difference, specifically dial-tone stage, consulting transformation stage, or order generation phase.
In general, one or more regulation and control instruction is had for each optimization aim, such as, three regulation and control instruction are had for the optimization aim improving the flowing of access promoting website, be that A improves keyword bid respectively, B loosens the match pattern of search word and keyword, and C increases new keyword.Usually, in each regulation process, only carry out corresponding regulation and control according to a regulation and control instruction.Suppose that regulation and control instruction A is default value, after regulating and controlling according to regulation and control instruction A, and in setting monitoring period (such as fortnight), this optimization aim is monitored, if monitored results does not meet preset exception condition, then reach Expected Results, so can keep regulation and control instruction A for this businessman's acquiescence; If monitored results meets preset exception condition, then fall flat, then regulate and control according to regulation and control instruction C, and produce a desired effect, the regulation and control instruction so given tacit consent to for this businessman can change to regulation and control instruction C.By that analogy, by policer operation effect, different businessmans can generate different regulation and control instruction, and each businessman applies the optimisation strategy being applicable to oneself, and regulating effect is become better and better.
For another example, if the initial object of businessman improves consulting conversion ratio (optimization aim is consulting conversion ratio), concrete regulation and control instruction improves keyword bid, make corresponding intention (also i.e. advertisement) rank forward, expect to bring more points to hit, and then improve consulting conversion ratio.If find after regulation and control that the flowing of access promoting website adds, but consulting conversion ratio does not obviously rise, at this moment, return the generating run performing regulation and control instruction, new regulation and control instruction can be generated, as, whether the page that lands is arranged suitable, or whether user can find from landing page the information oneself needed fast, or it is suitable that the page that lands is arranged, promote website the need of optimization or whether the page load slow etc., in follow-up each regulation process, only carry out corresponding regulation and control according to a new regulation and control instruction, thus realize the optimising and adjustment that becomes more meticulous.
Embodiment two
The present embodiment, on the basis of above-described embodiment, provides according to optimization aim, generates the regulation and control instruction of at least one item number certificate in the classification results of described each channels, and carries out the numerous embodiments of corresponding this operation of regulation and control according to described regulation and control instruction.
Embodiment one
This embodiment specifically comprises:
According to the classification results of described each channels, determine each channels order margin amount and order cost, as optimization aim;
According to described each channels order margin amount and order cost, generate the regulation and control instruction of the place money in corresponding promoted account data;
According to the regulation and control instruction of described place money, reduce the lower and place money in the promoted account of the channels that order cost is higher of order margin amount, and it is higher and in the promoted account of the lower-cost channels of order minimizing part to be adjusted to order margin amount.
Table 1 is depicted as certain businessman inputoutput summary sheet of nearly month, input-output ratio is weighed by order margin amount in table 1, described order margin amount refers on the basis of current infusion of financial resources, often increase the order inversion quantity of 200 yuan of corresponding increases, such as, for channels " Baidu ", current infusion of financial resources is 600,000 yuan, on this basis, the order inversion quantity often increasing by 200 yuan of corresponding increases is 0.9.
Table 1
Below in conjunction with table 1, concrete optimising and adjustment mode is described.As can be known from Table 1, the order cost of channels " 360 " is the highest, channels " search dog " is the same with the order cost in channels " 58 same city ", all lower, but the order margin amount in " 58 same city " comparatively " search dog " is larger, therefore, reduce the lower and place money in the promoted account of the channels " 360 " that order cost is higher of order margin amount, and it is higher and in the promoted account of the lower-cost channels of order " 58 same city " minimizing part to be adjusted to order margin amount.Certainly, along with the continuous change in market, the inputoutput statistics of each channels can be constantly updated, and corresponding adjustment accordingly.
Embodiment two
This embodiment specifically comprises:
According to the classification results of described each channels, determine the consulting conversion ratio that each keyword in the promoted account data of each channels is corresponding, as optimization aim;
For each keyword, using the influence index of the data target in the user accesses data of each channels and/or promoted account data except each keyword consulting transforms as described consulting conversion ratio;
Utilize the influence index of described consulting conversion ratio and described consulting conversion ratio, this base of a fruit of logic-based returns (LogisticRegression, LR) model, determines the appreciable impact index of described consulting conversion ratio;
Generate the regulation and control instruction of described appreciable impact index, and carry out corresponding regulation and control according to described regulation and control instruction.
Wherein, first step specifically accurately calculates the inversion quantity of each keyword in the promoted account data of each channels.What usually get from search engine backstage or consulting instrument is all the direct rendition information of each keyword.These information of simple dependence judge that the transformation of a keyword has certain limitation, because user is when purchase product or service, always will through the process of a decision-making, generally all first can roughly select a collection of target, respectively it understood in detail and compare, make final decision according to comparative result again, complete order and transform.
When this user makes decision, the keyword of search trigger is exactly to bring the keyword directly transformed; If businessman in collection before and comparison procedure, could not allow and oneself effectively present in front of the user, so transform nature and also just do not know where to begin.So not only will identify that those cause the keyword directly transformed, also to identify that those can affect the keyword of user's decision process, so just accurately can calculate the real inversion quantity brought of each keyword.
It should be noted that, the user accesses data of each channels, click advisory data, order generates data and comprehensively the getting through of promoted account data, and is the basis realizing this step.
Wherein, second step is the influence index storehouse setting up impact consulting conversion ratio, comprises but is not limited only to access region, access time, rank position when advertisement is clicked, the matching way of keyword, mean residence time etc.
Such as, suppose that the appreciable impact index of the consulting conversion ratio of certain keyword A in certain channels is the precedence data that in the promoted account data that this channels is corresponding, this keyword is corresponding.Generate the regulation and control instruction of this appreciable impact index, and improve bidding of this keyword according to described regulation and control instruction and strive for forward rank, thus improve the consulting conversion ratio of this keyword, and then improve the order inversion quantity in this channels.
It should be noted that, this time after regulation and control, As time goes on, appreciable impact index for the determined consulting conversion ratio of same keyword in the promoted account data in same channels may change by occurrence dynamics, therefore by dynamically determining described appreciable impact index, the order inversion quantity that can realize in this channels becomes more meticulous adjustment.
Embodiment three
This embodiment specifically comprises:
According to the classification results of described each channels, determine the consulting conversion ratio that each keyword in the promoted account data of each channels is corresponding, as optimization aim;
According to the classification results of described each channels, determine the consulting conversion ratio that each search word in the user accesses data of each channels is corresponding;
For each channels, the consulting conversion ratio corresponding according to keyword each in this channels and consulting conversion ratio corresponding to each search word, generate the regulation and control instruction of existing keyword in corresponding promoted account data; According to the regulation and control instruction of described keyword, increase, delete and/or replace the existing keyword in the promoted account data of this channels.
Before address, what usually get from search engine backstage or consulting instrument is all the direct rendition information of each keyword.These information of simple dependence judge that the transformation of a keyword has certain limitation, because user is when purchase product or service, always through the process of a decision-making, will complete order and transform.When this user makes decision, the keyword of search trigger is exactly to bring the keyword directly transformed; If businessman in collection before and comparison procedure, could not allow and oneself effectively present in front of the user, so transform nature and also just do not know where to begin.
Therefore, for each channels in present embodiment, the consulting conversion ratio corresponding according to keyword each in this channels and consulting conversion ratio corresponding to each search word, generate the regulation and control instruction of existing keyword in corresponding promoted account data; According to the regulation and control instruction of described keyword, increase, delete and/or replace existing keyword in the promoted account data of this channels, make in the account after adjusting, both to have comprised the keyword causing directly transforming, also comprise those and can affect the search word of user's decision process and the keyword of triggering, the consulting conversion ratio of each keyword after the adjustment of this channels can be improved, thus improve the order inversion quantity in this channels.
It should be noted that, this time after regulation and control, As time goes on, for same channels, cause the keyword directly transformed to change by occurrence dynamics, the search word affecting user's decision process also may change by occurrence dynamics, therefore by dynamically determining appreciable impact index, dynamic increase, deletion and/or the existing keyword replaced in the promoted account data of this channels, can realize the adjustment that becomes more meticulous of this promoted account.
Embodiment four
This embodiment specifically comprises:
According to the classification results of described each channels, determine the order production rate of each channels, as optimization aim;
The advisory text in corresponding click advisory data is extracted from the classification results of described each channels;
According to described advisory text, determine the influence index of order production rate; Include but are not limited to contact staff's related work time limit, customer service skill level, the working strength (e.g., the consulting amount of reception every day, on average seeks advice from the time, the main business type of reception consulting) etc. of contact staff;
Utilize the influence index of order production rate and described order production rate, this base of a fruit regression model of logic-based, determines the appreciable impact index of described order production rate;
Generate the regulation and control instruction of described appreciable impact index, and carry out corresponding regulation and control according to described regulation and control instruction.
Such as, according to the near trimestral click advisory data of businessman at certain channels, utilize LR model, determine that the appreciable impact index of described order production rate is " working strength of contact staff ", particularly, when contact staff remains on the scale of 30 people, everyone receives 80 users every day, the average consulting time of each user, when being 5-6 minute, customer service can ensure enough job enthusiasm and service quality, and order production rate is maximum.Therefore, corresponding regulation and control can be: the scale of regulation and control contact staff is 30 people, and the consulting amount regulating and controlling reception every day of each customer service is 80 users, and regulating and controlling the average consulting time is 5-6 minute, thus improve order production rate, and then improve the order inversion quantity of this channels.
It should be noted that, this time after regulation and control, As time goes on, appreciable impact index for the order production rate in same channels may change by occurrence dynamics, therefore by dynamically determining described appreciable impact index, the adjustment that becomes more meticulous of the contact staff's management in this channels can be realized.
Embodiment three
Referring to Fig. 2, is a kind of structural representation promoting the popularization optimization device of website that the embodiment of the present invention three provides.This device comprises: data acquisition module 210, data categorization module 220 and data regulation and control module 230.
Wherein, data acquisition module 210 promotes the user accesses data of website in setting-up time, click advisory data, order generation data and promoted account data for obtaining; Data categorization module 220 is for the channels according to described popularization website, and to described user accesses data, click advisory data, order generates data and promoted account data are spliced and classify, and obtains the classification results of each channels; Data regulation and control module 230, for according to optimization aim, generates the regulation and control instruction of at least one item number certificate in the classification results of described each channels, and carries out corresponding regulation and control according to described regulation and control instruction.
In such scheme, described data regulation and control module 230 can comprise at least one submodule following: the first data regulator module, the second data regulator module, the 3rd data regulator module and the 4th data regulator module.
Wherein, the first data regulator module, for the classification results according to described each channels, determines each channels order margin amount and order cost, as optimization aim; According to described each channels order margin amount and order cost, generate the regulation and control instruction of the place money in corresponding promoted account data; According to the regulation and control instruction of described place money, reduce the lower and place money in the promoted account of the channels that order cost is higher of order margin amount, and it is higher and in the promoted account of the lower-cost channels of order minimizing part to be adjusted to order margin amount.
Second data regulator module, for the classification results according to described each channels, determines the consulting conversion ratio that each keyword in the promoted account data of each channels is corresponding, as optimization aim; For each keyword, using the influence index of the data target in the user accesses data of each channels and/or promoted account data except each keyword consulting transforms as described consulting conversion ratio; Utilize the influence index of described consulting conversion ratio and described consulting conversion ratio, this base of a fruit regression model of logic-based, determines the appreciable impact index of described consulting conversion ratio; Generate the regulation and control instruction of described appreciable impact index, and carry out corresponding regulation and control according to described regulation and control instruction.
3rd data regulator module, for the classification results according to described each channels, determines the consulting conversion ratio that each keyword in the promoted account data of each channels is corresponding, as optimization aim; According to the classification results of described each channels, determine the consulting conversion ratio that each search word in the user accesses data of each channels is corresponding; For each channels, the consulting conversion ratio corresponding according to keyword each in this channels and consulting conversion ratio corresponding to each search word, generate the regulation and control instruction of existing keyword in corresponding promoted account data; According to the regulation and control instruction of described keyword, increase, delete and/or replace the existing keyword in the promoted account data of this channels.
4th data regulator module, for the classification results according to described each channels, determines the order production rate of each channels, as optimization aim; The advisory text in corresponding click advisory data is extracted from the classification results of described each channels; According to described advisory text, determine the influence index of order production rate; Utilize the influence index of order production rate and described order production rate, this base of a fruit regression model of logic-based, determines the appreciable impact index of described order production rate; Generate the regulation and control instruction of described appreciable impact index, and carry out corresponding regulation and control according to described regulation and control instruction.
In such scheme, described device also can comprise:
Trigger module, for after the classification results obtaining each channels, during predetermined deviation scope lower than history average corresponding to described optimization aim of the numerical value of the optimization aim in described setting-up time, triggers the generating run performing described regulation and control instruction.
In such scheme, described device also can comprise:
Monitoring module, for after carrying out corresponding regulation and control according to described regulation and control instruction, in setting monitoring period, monitors optimization aim; If monitored results meets preset exception condition, then return the generating run performing described regulation and control instruction;
Described default exception condition can comprise:
Set the numerical value of numerical value lower than the optimization aim in setting-up time of the optimization aim in monitoring period; Or
The numerical value of the optimization aim in setting monitoring period is lower than the predetermined deviation scope of history average corresponding to described optimization aim.
In such scheme, the channels of described popularization website can comprise following at least one item:
Paid search advertising channel, naturally search for channel, net alliance's channel and Email Marketing channel.
The popularization optimization device of the popularization website that the embodiment of the present invention provides can perform the popularization optimization method of the popularization website that any embodiment of the present invention provides, and possesses the corresponding functional module of manner of execution and beneficial effect.
Last it is noted that above each embodiment is only for illustration of technical scheme of the present invention, but not be limited; In embodiment preferred embodiment, be not limited, to those skilled in the art, the present invention can have various change and change.All do within spirit of the present invention and principle any amendment, equivalent replacement, improvement etc., all should be included within protection scope of the present invention.
Claims (10)
1. promote a popularization optimization method for website, it is characterized in that, comprising:
Obtain and promote the user accesses data of website in setting-up time, click advisory data, order generates data and promoted account data;
According to the channels of described popularization website, to described user accesses data, click advisory data, order generates data and promoted account data are spliced and classify, and obtains the classification results of each channels;
According to optimization aim, generate the regulation and control instruction of at least one item number certificate in the classification results of described each channels, and carry out corresponding regulation and control according to described regulation and control instruction.
2. method according to claim 1, is characterized in that, according to optimization aim, generates the regulation and control instruction of at least one item number certificate in the classification results of described each channels, and carries out corresponding regulation and control according to described regulation and control instruction, comprising:
According to the classification results of described each channels, determine each channels order margin amount and order cost, as optimization aim;
According to described each channels order margin amount and order cost, generate the regulation and control instruction of the place money in corresponding promoted account data;
According to the regulation and control instruction of described place money, reduce the lower and place money in the promoted account of the channels that order cost is higher of order margin amount, and it is higher and in the promoted account of the lower-cost channels of order minimizing part to be adjusted to order margin amount.
3. method according to claim 1, is characterized in that, according to optimization aim, generates the regulation and control instruction of at least one item number certificate in the classification results of described each channels, and carries out corresponding regulation and control according to described regulation and control instruction, comprising:
According to the classification results of described each channels, determine the consulting conversion ratio that each keyword in the promoted account data of each channels is corresponding, as optimization aim;
For each keyword, using the influence index of the data target in the user accesses data of each channels and/or promoted account data except each keyword consulting transforms as described consulting conversion ratio;
Utilize the influence index of described consulting conversion ratio and described consulting conversion ratio, this base of a fruit regression model of logic-based, determines the appreciable impact index of described consulting conversion ratio;
Generate the regulation and control instruction of described appreciable impact index, and carry out corresponding regulation and control according to described regulation and control instruction.
4. method according to claim 1, is characterized in that, according to optimization aim, generates the regulation and control instruction of at least one item number certificate in the classification results of described each channels, and carries out corresponding regulation and control according to described regulation and control instruction, comprising:
According to the classification results of described each channels, determine the consulting conversion ratio that each keyword in the promoted account data of each channels is corresponding, as optimization aim;
According to the classification results of described each channels, determine the consulting conversion ratio that each search word in the user accesses data of each channels is corresponding;
For each channels, the consulting conversion ratio corresponding according to keyword each in this channels and consulting conversion ratio corresponding to each search word, generate the regulation and control instruction of existing keyword in corresponding promoted account data; According to the regulation and control instruction of described keyword, increase, delete and/or replace the existing keyword in the promoted account data of this channels.
5. method according to claim 1, is characterized in that, according to optimization aim, generates the regulation and control instruction of at least one item number certificate in the classification results of described each channels, and carries out corresponding regulation and control according to described regulation and control instruction, comprising:
According to the classification results of described each channels, determine the order production rate of each channels, as optimization aim;
The advisory text in corresponding click advisory data is extracted from the classification results of described each channels;
According to described advisory text, determine the influence index of order production rate;
Utilize the influence index of order production rate and described order production rate, this base of a fruit regression model of logic-based, determines the appreciable impact index of described order production rate;
Generate the regulation and control instruction of described appreciable impact index, and carry out corresponding regulation and control according to described regulation and control instruction.
6., according to the arbitrary described method of claim 1-5, it is characterized in that, after the classification results obtaining each channels, described method also comprises:
During predetermined deviation scope lower than history average corresponding to described optimization aim of the numerical value of the optimization aim in described setting-up time, trigger the generating run performing described regulation and control instruction.
7., according to the arbitrary described method of claim 1-5, it is characterized in that, after carrying out corresponding regulation and control according to described regulation and control instruction, described method also comprises:
In setting monitoring period, optimization aim is monitored;
If monitored results meets preset exception condition, then return the generating run performing described regulation and control instruction;
Described default exception condition comprises:
Set the numerical value of numerical value lower than the optimization aim in setting-up time of the optimization aim in monitoring period; Or
The numerical value of the optimization aim in setting monitoring period is lower than the predetermined deviation scope of history average corresponding to described optimization aim.
8., according to the arbitrary described method of claim 1-5, it is characterized in that, the channels of described popularization website comprises following at least one item:
Paid search advertising channel, naturally search for channel, net alliance's channel and Email Marketing channel.
9. promote a popularization optimization device for website, it is characterized in that, comprising:
Data acquisition module, promoting the user accesses data of website in setting-up time for obtaining, clicking advisory data, order generates data and promoted account data;
Data categorization module, for the channels according to described popularization website, to described user accesses data, click advisory data, order generates data and promoted account data are classified, and obtains the classification results of each channels;
Data regulation and control module, for according to optimization aim, generates the regulation and control instruction of at least one item number certificate in the classification results of described each channels, and carries out corresponding regulation and control according to described regulation and control instruction.
10. device according to claim 9, is characterized in that, described device also comprises:
Monitoring module, for after carrying out corresponding regulation and control according to described regulation and control instruction, in setting monitoring period, monitors optimization aim; If monitored results meets preset exception condition, then return the generating run performing described regulation and control instruction;
Described default exception condition comprises:
Set the numerical value of numerical value lower than the optimization aim in setting-up time of the optimization aim in monitoring period; Or
The numerical value of the optimization aim in setting monitoring period is lower than the predetermined deviation scope of history average corresponding to described optimization aim.
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