CN111951039A - Marketing activity effect self-service evaluation method, system, equipment and medium - Google Patents
Marketing activity effect self-service evaluation method, system, equipment and medium Download PDFInfo
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- CN111951039A CN111951039A CN202010687665.XA CN202010687665A CN111951039A CN 111951039 A CN111951039 A CN 111951039A CN 202010687665 A CN202010687665 A CN 202010687665A CN 111951039 A CN111951039 A CN 111951039A
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- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0207—Discounts or incentives, e.g. coupons or rebates
- G06Q30/0211—Determining the effectiveness of discounts or incentives
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0201—Market modelling; Market analysis; Collecting market data
Abstract
The invention discloses a self-service evaluation method, a self-service evaluation system, a self-service evaluation device and a self-service evaluation medium for marketing activity effects, which are applied to a server and comprise the following steps: the server receives basic information of the marketing campaign, wherein the basic information comprises one or more attributes of the marketing campaign; screening out an evaluation object according to the basic information; configuring dimension information according to the evaluation object, wherein the dimension information comprises one or more attributes of the evaluation object; selecting one or more evaluation indexes according to the evaluation object; selecting a query condition, calculating to obtain the numerical value of one or more evaluation indexes of the marketing campaign according to the corresponding data source obtained by the one or more evaluation indexes in the query condition and the associated dimension information, and generating a marketing campaign effect report; the invention can generate the marketing activity effect report which not only clearly shows whether the marketing activity reaches the expected target, but also provides a basis for optimizing marketing strategies or dynamics and touch actions.
Description
Technical Field
The invention belongs to the technical field of telecommunication industry, and particularly relates to a self-service evaluation method, a self-service evaluation system, self-service evaluation equipment and a self-service evaluation medium for marketing campaign effects.
Background
The rapid development of the telecommunications industry over the past decade has produced, in real time, a vast amount of data that contains very high value, and vendors are actively deploying large data platforms to store and analyze such data.
In the scheme in the prior art, the marketing campaign effect evaluation is evaluated by the campaign planners, and the campaign planners need to have professional data processing technology, so that the workload is large and the completion time period is long through manual evaluation.
Disclosure of Invention
Aiming at the problem and defect that the marketing activity effect evaluation needs to be evaluated by professional data processing technicians, the invention provides a marketing activity effect self-service evaluation method, a system, equipment and a medium, which are applied to a server, wherein the server comprises a memory, and a marketing activity database is stored in the memory, and the method comprises the following steps:
the server accepts basic information of a marketing campaign, the basic information comprising one or more attributes of the marketing campaign;
screening out an evaluation object from the marketing activity database according to the basic information;
configuring dimension information according to the evaluation object, wherein the dimension information comprises one or more attributes of the evaluation object;
selecting one or more evaluation indexes according to the evaluation object;
selecting a query condition, obtaining a corresponding data source according to the one or more evaluation indexes in the query condition, associating the dimension information, calculating to obtain numerical values of the one or more evaluation indexes of the marketing activity, and generating the marketing activity effect report.
Preferably, the one or more attributes of the marketing campaign include one or more of the following attributes: activity name, activity code, activity category, activity start-stop date.
Preferably, the one or more attributes of the evaluation object include one or more of the following attributes: organization information, package information, value profiles, contact information, and service types.
Preferably, the evaluation index includes a target user number, a contact number and a service adding index.
Preferably, the selecting one or more evaluation indexes according to the evaluation target includes:
and adding, deleting or customizing the evaluation index according to the type of the evaluation object.
Preferably, the marketing campaign report includes: for the same evaluation index, subtracting the value of the evaluation index before the query condition from the value of the evaluation index in one or more query conditions to obtain one or more difference values; and generating the marketing activity effect report according to the one or more difference values.
Preferably, the marketing campaign report includes: for the same evaluation index, respectively calculating the growth rate of the numerical value of the evaluation index in each query condition compared with the numerical value of the evaluation index before the query condition; and generating the marketing activity effect report according to the growth rate.
Preferably, the self-service evaluation system for the effect of the marketing campaign comprises:
applied to a server configured to:
the server accepts basic information of a marketing campaign, the basic information comprising one or more attributes of the marketing campaign;
screening out an evaluation object according to the basic information;
configuring dimension information according to the evaluation object, wherein the dimension information comprises one or more attributes of the evaluation object;
selecting one or more evaluation indexes according to the evaluation object;
selecting a query condition, obtaining a corresponding data source according to the one or more evaluation indexes in the query condition, associating the dimension information, calculating to obtain numerical values of the one or more evaluation indexes of the marketing activity, and generating the marketing activity effect report.
Preferably, the device for self-service evaluation of the effect of the marketing campaign comprises: a processor and a memory storing computer program instructions;
and when the processor executes the computer program instruction, the self-service marketing activity effect evaluation method is realized.
Preferably, the marketing campaign self-help effect evaluation method comprises a step of evaluating the marketing campaign self-help effect of the marketing campaign by using a computer program instruction stored on a computer storage medium.
Compared with the prior art, the invention has the beneficial effects that:
the invention can realize the comprehensive evaluation of the marketing activities from the evaluation indexes of multiple dimensions; the evaluation index can be changed according to the type of the marketing activities to analyze the effects generated by different types of marketing activities, so that various marketing activities can be accurately evaluated; in addition, a marketing activity effect report can be generated, which not only clearly shows whether the marketing activity reaches the expected target, but also provides a basis for optimizing marketing strategies or dynamics and touch actions.
Drawings
FIG. 1 is a schematic flow chart of the present invention.
Detailed Description
In order to make the objects, technical solutions and advantages of the embodiments of the present invention clearer, the technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are some, but not all, embodiments of the present invention. All other embodiments, which can be obtained by a person skilled in the art without any inventive step based on the embodiments of the present invention, are within the scope of the present invention.
In the description of the present invention, it should be noted that the terms "center", "upper", "lower", "left", "right", "vertical", "horizontal", "inner", "outer", etc., indicate orientations or positional relationships based on the orientations or positional relationships shown in the drawings, and are only for convenience of description and simplicity of description, but do not indicate or imply that the device or element being referred to must have a particular orientation, be constructed and operated in a particular orientation, and thus, should not be construed as limiting the present invention. Furthermore, the terms "first," "second," and "third" are used for descriptive purposes only and are not to be construed as indicating or implying relative importance.
In the description of the present invention, it should also be noted that, unless otherwise explicitly specified or limited, the terms "mounted," "connected," and "connected" are to be construed broadly, e.g., as meaning either a fixed connection, a removable connection, or an integral connection; can be mechanically or electrically connected; they may be connected directly or indirectly through intervening media, or they may be interconnected between two elements. The specific meanings of the above terms in the present invention can be understood in specific cases to those skilled in the art.
Referring to fig. 1, a self-service evaluation method of an effect of a marketing campaign is applied to a server, the server includes a memory, and a marketing campaign database is stored in the memory, and the method includes:
the server accepts basic information for the marketing campaign, the basic information including one or more attributes of the marketing campaign. The one or more attributes of the marketing campaign include one or more of the following attributes: activity name, activity code, activity category, activity start-stop date. In this way, a marketing campaign may be defined for comparison using a set of categories.
Screening out an evaluation object from the marketing activity database according to the basic information;
configuring dimension information according to the evaluation object, wherein the dimension information comprises one or more attributes of the evaluation object; the one or more attributes of the assessment object include one or more of the following attributes: organization information, package information, value profiles, contact information, and service types. In this way, the marketing campaign can be fully evaluated from multiple dimensions of evaluation metrics.
Selecting one or more evaluation indexes according to the evaluation object; the evaluation index comprises the target user number, the contact number and the service adding index.
Selecting a query condition, obtaining a corresponding data source in the query condition according to the one or more evaluation indexes and the associated dimension information, calculating to obtain the numerical value of the one or more evaluation indexes of the marketing campaign, and generating a marketing campaign effect report.
According to the marketing effect evaluation method provided by the embodiment of the invention, the marketing activities can be comprehensively evaluated from evaluation indexes of multiple dimensions; the evaluation index can be changed according to the type of the marketing activities to analyze the effects generated by different types of marketing activities, so that various marketing activities can be accurately evaluated; in addition, a marketing activity effect report can be generated, which not only clearly shows whether the marketing activity reaches the expected target, but also provides a basis for optimizing marketing strategies or dynamics and touch actions. In addition, the manager can use the relevant evaluation index values to carry out service management and control reporting, can share excellent marketing activity cases or analyze poor marketing activity cases, and searches for gap compensation; and further provides basis for assessment or reward incentive of the activity performer.
In one embodiment of the present invention, selecting one or more evaluation indexes according to an evaluation target includes: the evaluation index is added, deleted, or customized according to the type of the evaluation object. Because different types of marketing activities have different indexes representing the effect of the marketing activities, the evaluation index can be dynamically adjusted according to the types of the marketing activities, and the dynamic expansion of the evaluation index is realized.
In one embodiment of the invention, the query condition is any time interval, namely, the value of the evaluation index in any time period of the marketing campaign can be obtained from the beginning to the end of the marketing campaign.
In one embodiment of the invention, the marketing campaign report includes: for the same evaluation index, subtracting the value of the evaluation index in one or more query conditions from the value of the evaluation index before the query conditions 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 business loading index, subtracting the value of the index before the marketing activity from the business loading number in the first day of the marketing activity to obtain the difference of the business loading number in the first day of the marketing activity; by analogy, the difference of the added number of the businesses in the second day of starting the marketing campaign and the added difference of the businesses in the third day of starting the marketing campaign … added to the businesses in the nth day of starting the marketing campaign 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 evaluating the marketing campaign effect, the effect of the marketing campaign can be reflected more intuitively by calculating the numerical value of the evaluation index after the marketing campaign starts and the change condition of the numerical value of the evaluation index before the query condition.
In one embodiment of the invention, the marketing campaign report includes: for the same evaluation index, respectively calculating the growth rate of the numerical value of the evaluation index in each query condition compared with the numerical value of the evaluation index before the query condition; and generating a marketing activity effect report according to the growth rate.
As an example, for the index of the sales volume of the order, dividing the sales volume of the order in the first day of the marketing campaign by the numerical value of the evaluation index before the query condition to obtain a numerical value, and subtracting 1 from the numerical value to obtain a result as the growth rate of the order in the first day of the marketing campaign; and so on, obtaining the growth rate of the order on the second day of the start of the marketing campaign, the growth rate of the order on the third day of the start of the marketing campaign … the growth rate of the order on the nth day of the start of the marketing campaign; the n-day growth rate is shown by tables and line graphs as a marketing campaign effectiveness report.
According to the method for evaluating the marketing campaign effect, the effect of the marketing campaign can be reflected more intuitively by calculating the growth rate of the numerical value of the evaluation index in the query condition compared with the numerical value of the evaluation index before the query condition.
In the embodiment, the method is in an interface form, a Hadoop platform is adopted in the method, the operation is guided in the interface, the operation is simple, the activity planner can easily operate the method, a professional data processing technology is not needed, the report issuing period is short, and the newly adding or adjusting of the evaluation index is convenient.
One embodiment of the invention provides a self-service evaluation system for the effect of a marketing campaign, which comprises:
applied to a server configured to:
the server receives basic information of the marketing campaign, wherein the basic information comprises one or more attributes of the marketing campaign;
screening out an evaluation object according to the basic information;
configuring dimension information according to the evaluation object, wherein the dimension information comprises one or more attributes of the evaluation object;
selecting one or more evaluation indexes according to the evaluation object;
selecting a query condition, obtaining a corresponding data source in the query condition according to the one or more evaluation indexes and the associated dimension information, calculating to obtain the numerical value of the one or more evaluation indexes of the marketing campaign, and generating a marketing campaign effect report.
One embodiment of the invention provides equipment for self-service evaluation of marketing activity effect, which comprises: a processor and a memory storing computer program instructions;
when the processor executes the computer program instructions, the self-service marketing activity effect evaluation method is realized.
One embodiment of the present invention provides a computer storage medium, on which computer program instructions are stored, and the computer program instructions, when executed by a processor, implement the marketing campaign self-help effect evaluation method.
The above is only a preferred embodiment of the present invention, and is not intended to limit the present invention, and various modifications and changes will occur to those skilled in the art. Any modification, equivalent replacement, or improvement made within the spirit and principle of the present invention should be included in the protection scope of the present invention.
Claims (10)
1. A self-service evaluation method of marketing activity effect is applied to a server, the server comprises a memory, and a marketing activity database is stored in the memory, and the method is characterized by comprising the following steps:
the server accepts basic information of a marketing campaign, the basic information comprising one or more attributes of the marketing campaign;
screening out an evaluation object from the marketing activity database according to the basic information;
configuring dimension information according to the evaluation object, wherein the dimension information comprises one or more attributes of the evaluation object;
selecting one or more evaluation indexes according to the evaluation object;
selecting a query condition, obtaining a corresponding data source according to the one or more evaluation indexes in the query condition, associating the dimension information, calculating to obtain numerical values of the one or more evaluation indexes of the marketing activity, and generating the marketing activity effect report.
2. The marketing campaign effect self-service assessment method of claim 1, wherein the one or more attributes of the marketing campaign comprise one or more of the following attributes: activity name, activity code, activity category, activity start-stop date.
3. The marketing campaign effect self-service evaluation method of claim 1, wherein the one or more attributes of the evaluation object comprise one or more of the following attributes: organization information, package information, value profiles, contact information, and service types.
4. The self-service marketing campaign effect evaluation method of claim 1, wherein the evaluation indicators comprise a target number of users, a number of contacts, and a service addition indicator.
5. The self-service marketing campaign effect evaluation method of claim 1, wherein the selecting one or more evaluation metrics according to the evaluation object comprises:
and adding, deleting or customizing the evaluation index according to the type of the evaluation object.
6. The marketing campaign effect self-service assessment method of claim 1, wherein the marketing campaign report comprises: for the same evaluation index, subtracting the value of the evaluation index before the query condition from the value of the evaluation index in one or more query conditions to obtain one or more difference values; and generating the marketing activity effect report according to the one or more difference values.
7. The marketing campaign effect self-service assessment method of claim 1, wherein the marketing campaign report comprises: for the same evaluation index, respectively calculating the growth rate of the numerical value of the evaluation index in each query condition compared with the numerical value of the evaluation index before the query condition; and generating the marketing activity effect report according to the growth rate.
8. A self-service marketing campaign effectiveness assessment system, the system comprising:
applied to a server configured to:
the server accepts basic information of a marketing campaign, the basic information comprising one or more attributes of the marketing campaign;
screening out an evaluation object according to the basic information;
configuring dimension information according to the evaluation object, wherein the dimension information comprises one or more attributes of the evaluation object;
selecting one or more evaluation indexes according to the evaluation object;
selecting a query condition, obtaining a corresponding data source according to the one or more evaluation indexes in the query condition, associating the dimension information, calculating to obtain numerical values of the one or more evaluation indexes of the marketing activity, and generating the marketing activity effect report.
9. An apparatus for self-service assessment of the effectiveness 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 the self-service marketing campaign effectiveness assessment method of any one of claims 1-7.
10. A computer storage medium having computer program instructions stored thereon that, when executed by a processor, implement the marketing campaign self-help effectiveness assessment method of any one of claims 1-7.
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Cited By (1)
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