CN111105256A - Marketing activity effect analysis method, device, equipment and medium - Google Patents
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Abstract
The invention discloses a method, a device, equipment and a medium for analyzing marketing activity effect, wherein the method comprises the following steps: configuring an index to be analyzed according to the type of the marketing campaign, wherein the index to be analyzed comprises: an index for indicating a change situation of the user amount, an index for indicating a sales situation of the commodity, and an index for indicating a satisfaction situation of the user with respect to the marketing campaign; determining initial values of various indexes to be analyzed according to data before starting of the marketing campaign; after the marketing campaign starts, determining the numerical values of various indexes to be analyzed in a preset time period according to incremental data generated by the marketing campaign in the preset time period at intervals of the preset time period; and generating a marketing activity effect report according to the initial values of the indexes to be analyzed and the numerical values of the indexes to be analyzed in one or more preset time lengths. According to the embodiment of the invention, the overall evaluation of the commodity marketing activity can be realized from indexes of multiple dimensions, and the accuracy of the marketing activity effect is ensured.
Description
Technical Field
The invention belongs to the field of computers, and particularly relates to a method, a device, equipment and a medium for analyzing the effect of a marketing campaign.
Background
Electronic commerce develops rapidly, mass data are generated in real time, the data comprise very high value, and electronic commerce actively deploys a large data platform to store and analyze the data. In the prior art, only order data are analyzed and counted to evaluate commodity marketing, but the analysis data range is narrow, and comprehensive evaluation on commodity marketing activities cannot be achieved.
Disclosure of Invention
The embodiment of the invention provides a method, a device, equipment and a medium for analyzing the marketing campaign effect, which can realize the comprehensive evaluation of the commodity marketing campaign.
In one aspect, an embodiment of the present invention provides a method for analyzing an effect of a marketing campaign, where the method includes:
configuring an index to be analyzed according to the type of the marketing activity, wherein the index to be analyzed comprises: an index for indicating a change situation of the user amount, an index for indicating a sales situation of the commodity, and an index for indicating a satisfaction situation of the user with respect to the marketing campaign;
determining the initial value of each index to be analyzed according to the data before the marketing campaign starts;
after the marketing campaign starts, determining the numerical values of the indexes to be analyzed in a preset time period according to incremental data generated by the marketing campaign in the preset time period at intervals of the preset time period so as to obtain the numerical values of the indexes to be analyzed in one or more preset time periods;
and generating a marketing activity effect report according to the initial values of the indexes to be analyzed and the numerical values of the indexes to be analyzed in one or more preset time lengths.
On the other hand, the embodiment of the invention provides a device for analyzing the effect of a marketing campaign, which comprises:
the configuration index module is used for configuring the index to be analyzed according to the type of the marketing activity, wherein the index to be analyzed comprises: an index for indicating a change situation of the user amount, an index for indicating a sales situation of the commodity, and an index for indicating a satisfaction situation of the user with respect to the marketing campaign;
the initial value determining module is used for determining the initial value of each index to be analyzed according to the data before the marketing activity starts;
the index value determining module is used for determining the value of each index to be analyzed in a preset time period according to incremental data generated by the marketing activity in the preset time period at intervals of the preset time period after the marketing activity starts so as to obtain the value of each index to be analyzed in one or more preset time periods;
and the report generating module is used for generating a marketing activity effect report according to the initial values of the indexes to be analyzed and the numerical values of the indexes to be analyzed in one or more preset time lengths.
In another aspect, an embodiment of the present invention provides an apparatus for analyzing an effect of a marketing campaign, where the apparatus includes:
a processor and a memory storing computer program instructions;
the processor, when executing the computer program instructions, implements the method of analyzing the effectiveness of a marketing campaign as described above.
In yet another aspect, an embodiment of the present invention provides a computer storage medium having computer program instructions stored thereon, which when executed by a processor implement the method for analyzing the effect of a marketing campaign as described above.
The marketing campaign effect analysis method, the marketing campaign effect analysis device, the marketing campaign effect analysis equipment and the marketing campaign effect analysis medium can comprehensively evaluate marketing campaigns from indexes of multiple dimensions. And the index to be analyzed can be dynamically changed according to the type of the marketing campaign so as to analyze the effect generated by different types of marketing campaigns, thereby realizing accurate evaluation of various marketing campaigns. In addition, a marketing activity effect report can be generated, which reflects the change conditions of commodity marketing before the marketing activity starts and after the marketing activity starts, so that the influence of the marketing activity on commodity sales can be conveniently seen by a user.
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In order to more clearly illustrate the technical solutions of the embodiments of the present invention, the drawings required to be used in the embodiments of the present invention will be briefly described below, and for those skilled in the art, other drawings can be obtained according to the drawings without creative efforts.
FIG. 1 is a flow chart illustrating a method for analyzing the effectiveness of a marketing campaign according to an embodiment of the present invention;
fig. 2 is a schematic structural diagram of an analysis apparatus for analyzing the effect of a marketing campaign according to an embodiment of the present invention;
fig. 3 is a schematic structural diagram of an analysis apparatus for analyzing the effect of a marketing campaign according to another embodiment of the present invention;
FIG. 4 is a schematic diagram illustrating the analysis of each index by the analyzing apparatus for the effect of the marketing campaign according to the embodiment of the present invention;
fig. 5 is a schematic structural diagram of an apparatus for analyzing the effect of a marketing campaign according to an embodiment of the present invention.
Detailed Description
Features and exemplary embodiments of various aspects of the present invention will be described in detail below, and in order to make objects, technical solutions and advantages of the present invention more apparent, the present invention will be further described in detail below with reference to the accompanying drawings and specific embodiments. It should be understood that the specific embodiments described herein are merely illustrative of the invention and are not to be construed as limiting the invention. It will be apparent to one skilled in the art that the present invention may be practiced without some of these specific details. The following description of the embodiments is merely intended to provide a better understanding of the present invention by illustrating examples of the present invention.
It is noted that, herein, relational terms such as first and second, and the like may be used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions. Also, the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising … …" does not exclude the presence of other identical elements in a process, method, article, or apparatus that comprises the element.
In order to solve the problem of the prior art, embodiments of the present invention provide a method, an apparatus, a device, and a medium for analyzing an effect of a marketing campaign. First, the method for analyzing the effect of the marketing campaign according to the embodiment of the present invention will be described.
Fig. 1 is a flow chart illustrating a method for analyzing the effect of a marketing campaign according to an embodiment of the present invention. As shown in fig. 1, the method includes: s101, S102, S103 and S104.
S101, configuring indexes to be analyzed according to the types of marketing activities, wherein the indexes to be analyzed comprise: an index for indicating a change situation of the user amount, an index for indicating a sales situation of the article, and an index for indicating a satisfaction situation of the user with respect to the marketing campaign.
S102, determining initial values of various indexes to be analyzed according to data before the marketing campaign starts.
S103, after the marketing campaign starts, determining the numerical values of the indexes to be analyzed in the preset time length according to incremental data generated by the marketing campaign in the preset time length every other preset time length so as to obtain the numerical values of the indexes to be analyzed in one or more preset time lengths.
And S104, generating a marketing activity effect report according to the initial values of the indexes to be analyzed and the numerical values of the indexes to be analyzed in one or more preset time lengths.
According to the marketing activity effect analysis method provided by the embodiment of the invention, the marketing activity can be comprehensively evaluated from indexes of multiple dimensions. And the index to be analyzed can be dynamically changed according to the type of the marketing campaign to analyze the effect generated by different types of marketing campaigns, and a targeted marketing campaign effect report can be output aiming at different types of marketing campaigns, so that various marketing campaigns can be accurately evaluated. In addition, a marketing activity effect report can be generated, which reflects the change conditions of commodity marketing before the marketing activity starts and after the marketing activity starts, so that the influence of the marketing activity on commodity sales can be conveniently seen by a user.
In one embodiment of the present invention, S104 includes:
for the same index to be analyzed, subtracting the initial value of the index to be analyzed from the numerical value of the index to be analyzed in one or more preset time lengths to obtain one or more difference values; and generating a marketing activity effect report according to the one or more difference values.
As an example, for the index of the registration number of the new user, subtracting the initial value of the index from the registration number of the new user in the first day when the marketing campaign starts to obtain the difference value of the registration number of the new user in the first day when the marketing campaign starts; by analogy, a difference value of the registration numbers of the new users in the second day when the marketing campaign starts and a difference value of the registration numbers of the new users in the third day when the marketing campaign starts are obtained …; the difference value of the n days is shown by a line chart and is used as a marketing activity effect report.
According to the method for analyzing the marketing activity effect, the change situation between the numerical value of the index to be analyzed after the marketing activity starts and the initial value of the index to be analyzed before the marketing activity starts is calculated, so that the marketing activity effect can be reflected intuitively.
In one embodiment of the present invention, S104 includes:
for the same index to be analyzed, respectively calculating the growth rate of the numerical value of the index to be analyzed in each preset time period compared with the initial value of the index to be analyzed before the marketing activity starts according to the initial value of the index to be analyzed and the numerical value of the index to be analyzed in one or more preset time periods; and generating a marketing activity effect report according to the growth rate.
As an example, for the index of the commodity sales volume, dividing the commodity sales volume in the first day of the start of the marketing campaign by the initial value of the index to obtain a numerical value, and subtracting 1 from the numerical value to obtain a result as the growth rate of the commodity on the first day of the start of the marketing campaign; by analogy, the growth rate of the commodity on the second day of the start of the marketing campaign, the growth rate of the commodity on the third day of the start of the marketing campaign … are obtained; the n-day growth rate is shown by tables and line graphs as a marketing campaign effectiveness report.
According to the method for analyzing the marketing activity effect, the increase rate of the numerical value of the index to be analyzed after the marketing activity starts to be compared with the initial value of the index to be analyzed before the marketing activity starts is calculated, so that the effect of the marketing activity can be reflected more intuitively.
In one embodiment of the present invention, the index for indicating the change of the user amount includes: the number of new user registrations and/or the number of zombie user activations; the index for indicating the sales condition of the article includes: sales volume of individual goods, sales amount of individual goods, order volume, customer unit price, daily sales total; the indicators for indicating user satisfaction with the marketing campaign include: the goodness of the user and/or the user rate of repurchase.
According to the method for analyzing the marketing campaign effect, the indexes for evaluating the marketing campaign effect are comprehensively covered by the set of special indexes, so that the influence on the marketing campaign is comprehensively and accurately evaluated.
In an embodiment of the present invention, the incremental data in the above description includes a combination of one or more of the following: user operation logs, order data, user comment data and customer service data.
According to the marketing activity effect analysis method provided by the embodiment of the invention, the user operation logs, the order data, the user comment data and the customer service data are brought into the marketing activity effect evaluation system, the statistical range is expanded, and the evaluation method is more scientific and comprehensive.
In one embodiment of the present invention, S101 includes:
and adding, deleting or customizing the index to be analyzed according to the type of the marketing activity.
According to the method for analyzing the marketing activity effect, due to the fact that indexes representing the effect of the marketing activity are different among different types of marketing activities, the index to be analyzed can be dynamically adjusted according to the types of the marketing activities, and dynamic expansion of the index to be analyzed is achieved.
In one embodiment of the invention, the type of marketing campaign comprises a combination of one or more of the following: second kill activity, full discount activity, full gift activity, voucher activity, coupon activity.
Fig. 2 is a schematic structural diagram of an apparatus for analyzing the effect of a marketing campaign according to an embodiment of the present invention. As shown in fig. 2, the apparatus 200 includes: a configuration index module 201, an initial value determination module 202, an index value determination module 203, and a report generation module 204.
A configuration index module 201, configured to configure an index to be analyzed according to a type of the marketing campaign, where the index to be analyzed includes: an index for indicating a change situation of the user amount, an index for indicating a sales situation of the article, and an index for indicating a satisfaction situation of the user with respect to the marketing campaign.
An initial value determining module 202, configured to determine initial values of the to-be-analyzed indicators according to data before the marketing campaign starts.
And the index value determining module 203 is configured to determine, every preset time interval after the marketing campaign starts, values of the indexes to be analyzed in the preset time interval according to incremental data generated by the marketing campaign performed in the preset time interval, so as to obtain the values of the indexes to be analyzed in one or more preset time intervals.
The report generating module 204 is configured to generate a marketing activity effect report according to the initial values of the to-be-analyzed indicators and the numerical values of the to-be-analyzed indicators within one or more preset time periods.
In one embodiment of the present invention, the report generation module 204 includes: the device comprises a first calculation module and a first generation module.
And the first calculation module is used for subtracting the initial value of the index to be analyzed from the numerical value of the index to be analyzed in one or more preset time lengths to obtain one or more difference values for the same index to be analyzed.
A first generating module for generating the marketing campaign effect report according to the one or more difference values.
In one embodiment of the present invention, the report generation module 204 includes: a second calculation module and a second generation module.
The second calculation module is used for respectively calculating the growth rate of the numerical value of the index to be analyzed in each preset time period compared with the initial value of the index to be analyzed before the marketing activity starts according to the initial value of the index to be analyzed and the numerical value of the index to be analyzed in one or more preset time periods for the same index to be analyzed;
and the second generation module is used for generating the marketing activity effect report according to the growth rate.
In one embodiment of the present invention, the index for indicating the change of the user amount includes: the number of new user registrations and/or the number of zombie user activations; the index for indicating the sales condition of the article includes: sales volume of individual goods, sales amount of individual goods, order volume, customer unit price, daily sales total; the indicators for indicating user satisfaction with the marketing campaign include: the goodness of the user and/or the user rate of repurchase.
In one embodiment of the present invention, the incremental data generated by conducting the marketing campaign within the preset time period comprises a combination of one or more of the following: user operation logs, order data, user comment data and customer service data.
In one embodiment of the invention, the configuration metrics module 201 includes:
and the index adjusting module is used for adding, deleting or customizing the index to be analyzed according to the type of the marketing campaign.
In one embodiment of the invention, the type of marketing campaign comprises a combination of one or more of the following: second kill activity, full discount activity, full gift activity, voucher activity, coupon activity.
Fig. 3 is a schematic structural diagram of an apparatus for analyzing the effect of a marketing campaign according to another embodiment of the present invention. As shown in fig. 3, the apparatus 300 includes: an activity effect evaluation configuration module 301, a data extraction module 302, a data analysis module 303 and a data presentation module 304.
The activity effect evaluation configuration module 301 is used for configuring the index to be analyzed, the statistical duration t1 and the initialization duration t2 by the merchant according to the type of the activity before the marketing activity starts; initializing each index to be analyzed according to data in a period of time t2 before the marketing activity, obtaining initial values of each index to be analyzed, and generating a marketing activity data extraction scheme.
When the marketing campaign is created, the index to be analyzed is selected according to the type of the marketing campaign and is mounted on the campaign. And analyzing and summarizing the data in a period of time before the marketing activity starts according to the index to be analyzed, and taking a summarized result as an initial value of the index to be analyzed, wherein the initial value is taken as a comparison value of the index to be analyzed after the marketing activity starts. Meanwhile, a marketing activity data extraction scheme is generated by combining activity information, such as keywords, related commodities and the like.
And the data extraction module 302 is configured to capture the relevant data at intervals of a time t1 according to the marketing activity data extraction scheme, and respectively place the data into the data pools corresponding to the indexes to be analyzed to drive the data analysis module.
And the data analysis module 303 is configured to start an index analysis program after the data extraction module puts the data into the data pool, acquire the data from the data pool, perform subsequent analysis processing on the data by using an incremental analysis method, generate an intermediate result, store the intermediate result, and provide the intermediate result for the data display module to use.
And the data display module 304 is used for simply processing the intermediate result to generate a uniform marketing activity effect report and displaying the marketing activity effect report.
The intermediate results are displayed in a suitable form, for example, in the form of numbers, tables, line graphs, histograms, pie charts, scatter charts, etc., and the indexes of the incremental data portion need to be briefly summarized according to the display form.
The criteria to be analyzed, which include combinations of one or more of the following, are described in detail below: the registration number of new users, the activation number of zombie users, the sales volume of single commodities, the order volume, the unit price of customers, the total daily sales volume, the goodness of the users and the repeated purchase rate of the users.
1. Number of new user registration: marketing activities such as sharing, price cutting and the like bring new user registration, and are an important evaluation index of the effect of the marketing activities. The initial value of the index is the number of natural user registrations on the day before the start of the activity. After the activity starts, the registration number of the new user every day is counted, and the difference between the registration number and the initial value represents the marketing activity effect. The time variation relation of the registration number of the new user along with the development of the marketing campaign can be reflected by using the line graph to display the index.
2. Zombie user activation number: zombie users are users who have registered in the online shopping mall but do not transact for a long time, and such users can be activated by marketing activities such as sending a red packet, a voucher and the like to reestablish user contact. The initial value of the indicator is the daily average natural activation number before the marketing campaign begins. After the marketing activity starts, the users who leave the order every day are monitored, the users who are zombie users on the last transaction day are brought into index statistics, and the difference between the index statistics and the initial value represents the marketing activity effect. The line graph is used for showing the index, so that the time variation relation of the zombie user activation number along with the development of the marketing activity can be reflected.
3. Sales volume of commodities: the sales volume of the goods includes: the sales volume of commodities not participating in marketing activities, and the relationship between commodities in economics are complements and substitutes, which illustrate the influence of commodity price variation on the sales volume of other commodities. Marketing activities such as vouchers, full discount coupons, discount coupons, etc. cause the price of the goods to vary, so that the sales of the goods not participating in the marketing activities are affected. For the commodities with the influenced sales volumes, if the variation range of the sales volumes is larger than a preset value, the commodities are classified as abnormal commodities. The abnormal goods may generate gain or weakening effect on the marketing campaign and should be listed as one of important indexes for evaluating the marketing campaign effect. When the index is initialized, all commodities which do not participate in marketing activities are counted, daily sales of each commodity in a period of time are recorded, and the daily average natural growth rate is calculated. And after the marketing campaign starts, monitoring the daily sales volume of the commodities which do not participate in the marketing campaign in the monitoring list, if the sales volume is abnormal for a plurality of consecutive days, listing the commodities as abnormal commodities and continuously monitoring and counting the daily sales volume, and if the sales volume is abnormal for a plurality of consecutive days, removing the commodities from the monitoring list. The influence of the marketing activity can be clearly reflected by using the table and the line chart to show the index.
4. Sales amount of the commodity: the sales of the goods may include: the sales of the commodities participating in the marketing campaign may cause price variation of the related commodities due to the marketing campaigns such as voucher, full discount coupon, discount coupon, etc., thereby affecting the sales volume and sales of the related commodities. When the index is initialized, the daily sales volume of all commodities to participate in the marketing campaign in a period of time before the marketing campaign is counted, and the daily average natural growth rate is calculated. After the marketing campaign starts, the daily sales of the commodities are monitored and counted, and the daily average campaign growth rate is calculated. The influence of the marketing activity can be clearly reflected by using the table and the line chart to show the index.
5. Order quantity: marketing activities can bring about changes in order volume and are an important assessment index. The initial value of the index is the daily average natural order number before the marketing campaign begins. After the marketing campaign is started, all daily orders are included in the index statistics, and the difference from the initial value represents the marketing campaign effect. The time variation relationship of the order quantity along with the activity development can be reflected by using the line chart to display the index.
6. Guest unit price: marketing campaigns such as voucher, gift, discount, and order would increase the amount of a single order of a user, so two distinct areas of concentration would appear, one for a customer participating in the marketing campaign and the other for a customer not participating in the marketing campaign. When the index is initialized, the orders in a period of time before the marketing campaign starts are counted according to the order amount intervals, and the daily average amount of orders in each interval is calculated. After the marketing activity starts, all orders per day are brought into the index statistical range, and the daily amount of orders in each interval is counted according to the order amount intervals. Using a histogram to show the indicator may reflect the impact of the marketing campaign on the price of the guest.
7. The goodness of the user: some marketing campaigns focus on the user's feedback evaluation of the campaign. The index, when initialized, extracts keywords and points of interest relevant to the marketing campaign. After the marketing activity starts, all commodity comments and customer service data participating in the marketing activity every day are brought into an index statistical range, and viewpoint and emotion classification statistics are carried out by adopting key words, emotion analysis and viewpoint mining technologies. Using a pie chart to show the indicator may reflect the user's goodness of the activity.
8. The rate of repurchase is as follows: the repurchase rate refers to the repeated purchase times of the brand products or services, and the more the repeated purchase rate is, the higher the loyalty of the brand of the consumer is reflected, and otherwise, the lower the loyalty is reflected, so that the index is an important index for measuring the marketing activities. The initial value of the index is the daily average repurchase rate in a period of time before the marketing campaign begins. After the activity starts, the users who leave the order every day are brought into the index statistical range, the rate of repurchase every day is calculated, and the difference between the rate and the initial value represents the marketing activity effect. The effect of the marketing campaign on the repurchase rate can be reflected by using a line graph to show the index.
9. Total daily sales: most marketing campaigns ultimately aim to increase sales, so this index is a necessary index. The initial value of the index is the total daily sales of all the commodities in a period of time before the marketing campaign starts. After the marketing campaign is started, all daily orders are brought into the index statistical range, and the daily sales total is calculated, and the difference between the daily sales total and the initial value represents the marketing campaign effect. The time variation relationship of daily sales with the activity development can be reflected by using the line graph to show the index.
The embodiment of the invention is also beneficial to index expansion. The method can be applied to the analysis of various marketing activities by adding new indexes. Fig. 4 is a schematic diagram illustrating the principle of analyzing each index by the analyzing apparatus for the effect of the marketing campaign according to the embodiment of the present invention. Therefore, the analysis device for the marketing activity effect can analyze the indexes 1 and 2, namely the indexes 1 and 2 inherit the same template and can be expanded to analyze various indexes to obtain a marketing activity effect report, so that the analysis indexes of the marketing activity have elastic expansion capability and customizable capability, and the evaluation and analysis of various marketing activity effects are met.
Fig. 5 is a hardware configuration diagram of the device for analyzing the effect of the marketing campaign according to the embodiment of the present invention.
An apparatus for analyzing the effects of a marketing campaign may include a processor 501 and a memory 502 storing computer program instructions.
Specifically, the processor 501 may include a Central Processing Unit (CPU), or an Application Specific Integrated Circuit (ASIC), or may be configured as one or more Integrated circuits implementing embodiments of the present invention.
The processor 501 reads and executes the computer program instructions stored in the memory 502 to implement the method for analyzing the effect of the marketing campaign in any of the above embodiments.
In one example, the apparatus for analyzing the effectiveness of a marketing campaign may also include a communication interface 503 and a bus 510. As shown in fig. 5, the processor 501, the memory 502, and the communication interface 503 are connected via a bus 510 to complete communication therebetween.
The communication interface 503 is mainly used for implementing communication between modules, apparatuses, units and/or devices in the embodiments of the present invention.
The apparatus for analyzing the effect of the marketing campaign may perform the analysis of the effect of the marketing campaign in the embodiment of the present invention, thereby implementing the method and apparatus for analyzing the effect of the marketing campaign described in conjunction with fig. 1 to 3.
In addition, in combination with the method for analyzing the marketing campaign effect in the foregoing embodiments, the embodiments of the present invention may provide a computer storage medium to implement. The computer storage medium having computer program instructions stored thereon; the computer program instructions, when executed by a processor, implement a method of analyzing the effectiveness of a marketing campaign of any of the above embodiments.
It is to be understood that the invention is not limited to the specific arrangements and instrumentality described above and shown in the drawings. A detailed description of known methods is omitted herein for the sake of brevity. In the above embodiments, several specific steps are described and shown as examples. However, the method processes of the present invention are not limited to the specific steps described and illustrated, and those skilled in the art can make various changes, modifications and additions or change the order between the steps after comprehending the spirit of the present invention.
The functional blocks shown in the above-described structural block diagrams may be implemented as hardware, software, firmware, or a combination thereof. When implemented in hardware, it may be, for example, an electronic circuit, an Application Specific Integrated Circuit (ASIC), suitable firmware, plug-in, function card, or the like. When implemented in software, the elements of the invention are the programs or code segments used to perform the required tasks. The program or code segments may be stored in a machine-readable medium or transmitted by a data signal carried in a carrier wave over a transmission medium or a communication link. A "machine-readable medium" may include any medium that can store or transfer information. Examples of a machine-readable medium include electronic circuits, semiconductor memory devices, ROM, flash memory, Erasable ROM (EROM), floppy disks, CD-ROMs, optical disks, hard disks, fiber optic media, Radio Frequency (RF) links, and so forth. The code segments may be downloaded via computer networks such as the internet, intranet, etc.
It should also be noted that the exemplary embodiments mentioned in this patent describe some methods or systems based on a series of steps or devices. However, the present invention is not limited to the order of the above-described steps, that is, the steps may be performed in the order mentioned in the embodiments, may be performed in an order different from the order in the embodiments, or may be performed simultaneously.
As described above, only the specific embodiments of the present invention are provided, and it can be clearly understood by those skilled in the art that, for convenience and brevity of description, the specific working processes of the system, the module and the unit described above may refer to the corresponding processes in the foregoing method embodiments, and are not described herein again. It should be understood that the scope of the present invention is not limited thereto, and any person skilled in the art can easily conceive various equivalent modifications or substitutions within the technical scope of the present invention, and these modifications or substitutions should be covered within the scope of the present invention.
Claims (10)
1. A method for analyzing the effect of a marketing campaign, comprising:
configuring an index to be analyzed according to the type of the marketing activity, wherein the index to be analyzed comprises: an index for indicating a change situation of the user amount, an index for indicating a sales situation of the commodity, and an index for indicating a satisfaction situation of the user with respect to the marketing campaign;
determining the initial value of each index to be analyzed according to the data before the marketing campaign starts;
after the marketing campaign starts, determining the numerical values of the indexes to be analyzed in a preset time period according to incremental data generated by the marketing campaign in the preset time period at intervals of the preset time period so as to obtain the numerical values of the indexes to be analyzed in one or more preset time periods;
and generating a marketing activity effect report according to the initial values of the indexes to be analyzed and the numerical values of the indexes to be analyzed in one or more preset time lengths.
2. The method of claim 1, wherein generating a marketing campaign effect report according to the initial values of the various indicators to be analyzed and the values of the various indicators to be analyzed in one or more preset time periods comprises:
for the same index to be analyzed, subtracting the initial value of the index to be analyzed from the numerical value of the index to be analyzed in one or more preset time lengths to obtain one or more difference values;
and generating the marketing activity effect report according to the one or more difference values.
3. The method of claim 1, wherein generating a marketing campaign effect report according to the initial values of the various indicators to be analyzed and the values of the various indicators to be analyzed in one or more preset time periods comprises:
for the same index to be analyzed, respectively calculating the growth rate of the numerical value of the index to be analyzed in each preset time period compared with the initial value of the index to be analyzed before the marketing activity starts according to the initial value of the index to be analyzed and the numerical value of the index to be analyzed in one or more preset time periods;
and generating the marketing activity effect report according to the growth rate.
4. The method of claim 1,
the index for indicating the change of the user amount includes: the number of new user registrations and/or the number of zombie user activations;
the index for indicating the sales condition of the article includes: sales volume of individual goods, sales amount of individual goods, order volume, customer unit price, daily sales total;
the indicators for indicating user satisfaction with the marketing campaign include: the goodness of the user and/or the user rate of repurchase.
5. The method of claim 1, wherein the incremental data generated from conducting the marketing campaign for the predetermined period of time comprises a combination of one or more of: user operation logs, order data, user comment data and customer service data.
6. The method of claim 1, wherein configuring the metric to be analyzed according to the type of marketing campaign comprises:
and adding, deleting or customizing the indexes to be analyzed according to the type of the marketing campaign.
7. The method of claim 6,
the type of marketing campaign comprises a combination of one or more of: second kill activity, full discount activity, full gift activity, voucher activity, coupon activity.
8. An apparatus for analyzing the effectiveness of a marketing campaign, the apparatus comprising:
the configuration index module is used for configuring the index to be analyzed according to the type of the marketing activity, wherein the index to be analyzed comprises: an index for indicating a change situation of the user amount, an index for indicating a sales situation of the commodity, and an index for indicating a satisfaction situation of the user with respect to the marketing campaign;
the initial value determining module is used for determining the initial value of each index to be analyzed according to the data before the marketing activity starts;
the index value determining module is used for determining the value of each index to be analyzed in a preset time period according to incremental data generated by the marketing activity in the preset time period at intervals of the preset time period after the marketing activity starts so as to obtain the value of each index to be analyzed in one or more preset time periods;
and the report generating module is used for generating a marketing activity effect report according to the initial values of the indexes to be analyzed and the numerical values of the indexes to be analyzed in one or more preset time lengths.
9. An apparatus for analyzing the effect of a marketing campaign, the apparatus comprising: a processor and a memory storing computer program instructions;
the processor, when executing the computer program instructions, implements a method of analyzing the effectiveness of a marketing campaign as recited in any one of claims 1-7.
10. A computer storage medium having computer program instructions stored thereon which, when executed by a processor, implement the method of analyzing the effectiveness of a marketing campaign of any of claims 1-7.
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