CN112418904A - Brand promotion application ratio calculation method based on new media platform - Google Patents
Brand promotion application ratio calculation method based on new media platform Download PDFInfo
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- CN112418904A CN112418904A CN202010936846.1A CN202010936846A CN112418904A CN 112418904 A CN112418904 A CN 112418904A CN 202010936846 A CN202010936846 A CN 202010936846A CN 112418904 A CN112418904 A CN 112418904A
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- 238000004364 calculation method Methods 0.000 title claims abstract description 25
- 238000006243 chemical reaction Methods 0.000 claims abstract description 26
- 230000006399 behavior Effects 0.000 claims description 22
- 238000000034 method Methods 0.000 claims description 8
- 238000012935 Averaging Methods 0.000 claims description 6
- 238000005516 engineering process Methods 0.000 description 2
- 230000009286 beneficial effect Effects 0.000 description 1
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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
- G06Q30/0241—Advertisements
- G06Q30/0242—Determining effectiveness of advertisements
Abstract
The invention discloses a brand promotion application ratio calculation method based on a new media platform, which comprises the following steps: carrying out statistical collection on the fund investment value and the fund investment mode for popularization in a statistical period; classifying the fund investment modes into different promotion types; calculating the customer introduction rate and the conversion rate under different types; and calculating the promotion efficiency of each mode and the input value of each mode to obtain the input-to-effect ratio of the mode. Through a reasonable calculation mode, various input types are counted, input-to-effect ratios of various types are classified in detail, a calculation mode which is more in line with the reality is obtained, an auxiliary platform and a client perform expected calculation of the input-to-effect ratios to perform input prediction, and whether the popularization reaches the standard or not can be checked during later settlement, so that an interference flow is simplified, and unnecessary disputes are avoided.
Description
Technical Field
The invention relates to the field of advertisement application efficiency ratio calculation, in particular to a brand promotion application efficiency ratio calculation method based on a new media platform.
Background
The self-media is a way for the general public to distribute their own facts and news to the outside through a network and the like, and the self-media is a way for the general public to provide and share the own facts and news after being connected with a global knowledge system through digital technology. The short video platform is a general name of new media for transferring normative and non-normative information to most unspecific or specific single people by means of modernization and electronization, the short video platform is a main display platform of the media, and with the rise of the online red economy, the number of the short video platforms, which are representatives of the new media, is more and more, and becomes important traffic gradually, so that merchants gradually enter the short video platform to promote brands.
However, with the increasing number of live broadcast platforms, different advertisements and advertisement charging situations of different platforms, no clear calculation mode exists, which causes the platform to charge disorderly or no expected revenue is generated in the advertisement investment of merchants, so that the market is in disorder, and therefore, the calculation method for the brand promotion and application efficiency ratio based on the new media platform fills a technical gap, and has practical significance for the technical progress of the whole industry.
Disclosure of Invention
The invention aims to provide a brand promotion application ratio calculation method based on a new media platform, so as to solve the problems in the background technology.
In order to achieve the purpose, the invention provides the following technical scheme:
a brand promotion application ratio calculation method based on a new media platform comprises the following steps:
1) carrying out statistical collection on the fund investment value and the fund investment mode for popularization in a statistical period;
2) classifying the fund investment modes into different promotion types;
3) calculating the customer introduction rate and the conversion rate under different types;
4) and calculating the promotion efficiency of each mode and the input value of each mode to obtain the input-to-effect ratio of the mode.
As a further scheme of the invention: the promotion types comprise live broadcast promotion investment, video advertisement investment and pop-up window advertisement investment, the live broadcast promotion investment is the cost generated by adopting a main broadcast live broadcast delivery mode, the video advertisement investment is the cost generated by video advertisements at the beginning, the period and the end of a platform live broadcast, and the pop-up window advertisement investment is the cost generated by picture link pop-up windows timed by the platform.
As a still further scheme of the invention: the customer introduction rate is the ratio of the number of people who enter the shop for browsing in the mode to the total presentation time of the advertisements.
As a still further scheme of the invention: the conversion rate is the ratio of the number of clicks of effective popularization behaviors and finished purchasing behaviors to the total number of clicks of popularization information, the effective popularization behaviors refer to marks for the identity of the netizen to change, such as upgrading the netizen from a common browser to a store concerned user or a shopping cart temporary storage user, and the conversion marks generally refer to certain specific pages, such as a concerned successful page, a goods selection successful page and a shopping cart adding successful page.
As a still further scheme of the invention: the calculation mode of the popularization efficiency is as follows: and carrying out weighted averaging on the customer introduction rate and the conversion rate to obtain the promotion efficiency after weighted averaging of the customer introduction rate and the conversion rate, wherein the weight of the customer introduction rate is smaller than that of the conversion rate.
As a still further scheme of the invention: the customer introduction rate and the conversion rate are calculated according to the formula: the customer introduction rate is (the number of browsing people/total time) multiplied by 100%; the conversion rate is (effective promotion behavior α + number of clicks for completing purchase behavior β/total number of clicks) × 100%, α and β are weighting coefficients of the number of effective promotion behaviors and the number of clicks for completing purchase behavior, respectively, and α is smaller than β.
As a still further scheme of the invention: the statistical period is usually hours, days, weeks, months, etc., and can be set as required.
Compared with the prior art, the invention has the beneficial effects that:
through a reasonable calculation mode, various input types are counted, the input-to-effect ratios of various types are classified in detail, a calculation mode which is more in line with the reality is obtained, the auxiliary platform and the client perform expected calculation of the input-to-effect ratios and input prediction is performed, and whether the popularization reaches the standard or not can be checked during later settlement, so that the negotiation process is simplified, and unnecessary disputes are avoided.
Detailed Description
The technical solutions in the embodiments of the present invention will be clearly and completely described below, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all embodiments. All other embodiments obtained by a person of ordinary skill in the art based on the embodiments of the present invention without any creative effort belong to the protection scope of the present invention.
In the description of the present invention, it should be noted that unless otherwise explicitly stated or limited, the terms "mounted," "connected," and "disposed" are to be construed broadly and can, for example, be fixedly connected, disposed, detachably connected, disposed, or integrally connected and disposed. The specific meanings of the above terms in the present invention can be understood in specific cases to those skilled in the art.
In the embodiment of the invention, a brand promotion application ratio calculation method based on a new media platform comprises the following steps:
1) carrying out statistical collection on the fund investment value and the fund investment mode for popularization in a statistical period;
2) classifying the fund investment modes into different promotion types;
3) calculating the customer introduction rate and the conversion rate under different types;
4) and calculating the promotion efficiency of each mode and the input value of each mode to obtain the input-to-effect ratio of the mode.
The promotion types comprise live broadcast promotion investment, video advertisement investment and pop-up window advertisement investment, the live broadcast promotion investment is the cost generated by adopting a mode of main broadcast live broadcast with goods, the video advertisement investment is the cost generated by video advertisements at the beginning, the period and the end of platform live broadcast, and the pop-up window advertisement investment is the cost generated by picture link pop-up windows timed by the platform.
The customer introduction rate is the ratio of the number of people who enter the shop for browsing in the mode to the total advertisement presentation time.
The conversion rate is a ratio of the number of clicks of effective popularization behaviors and finished purchasing behaviors to the total number of clicks of popularization information, the effective popularization behaviors refer to signs for the identity of the netizen to change, such as upgrading the netizen from a common browser to a shop concerned user or a shopping cart temporary storage user, and the conversion signs generally refer to certain specific pages, such as a concerned success page, a goods selection success page and a shopping cart adding success page.
The calculation mode of the popularization efficiency is as follows: and carrying out weighted averaging on the customer introduction rate and the conversion rate to obtain the promotion efficiency after weighted averaging of the customer introduction rate and the conversion rate, wherein the weight of the customer introduction rate is smaller than that of the conversion rate.
The customer introduction rate and the conversion rate are calculated according to the formula: the customer introduction rate is (the number of browsing people/total time) multiplied by 100%; the conversion rate is (effective promotion behavior α + number of clicks for completing purchase behavior β/total number of clicks) × 100%, α and β are weighting coefficients of the number of effective promotion behaviors and the number of clicks for completing purchase behavior, respectively, and α is smaller than β.
The statistical period is usually hours, days, weeks, months, etc., and can be set as required.
The working principle of the invention is as follows:
the invention relates to a method for calculating a brand promotion input-output ratio based on a new media platform, which is characterized in that various input types are counted through a reasonable calculation mode, the input-output ratios of various types are classified in detail to obtain a calculation mode which is more in line with the reality, an auxiliary platform and a client perform expected calculation of the input-output ratios to predict the input, and the calculation of whether the promotion reaches the standard or not can be performed during later settlement, so that the negotiation flow is simplified, and unnecessary disputes are avoided.
For example: 10 users see the results of a search promotion, 5 of which click on a promotion and are jumped to the target URL, and 2 of which have subsequently transformed behavior. Then, the conversion rate of the promotion result is (2/5) × 100% ═ 40%, and the customer introduction rate is calculated in the same way, so that the calculation result of the investment ratio can be obtained by substituting the investment amount into the formula.
It will be evident to those skilled in the art that the invention is not limited to the details of the foregoing illustrative embodiments, and that the present invention may be embodied in other specific forms without departing from the spirit or essential attributes thereof. The present embodiments are therefore to be considered in all respects as illustrative and not restrictive, the scope of the invention being indicated by the appended claims rather than by the foregoing description, and all changes which come within the meaning and range of equivalency of the claims are therefore intended to be embraced therein.
Furthermore, it should be understood that although the present description refers to embodiments, not every embodiment may contain only a single embodiment, and such description is for clarity only, and those skilled in the art should integrate the description, and the embodiments may be combined as appropriate to form other embodiments understood by those skilled in the art.
Claims (7)
1. A brand promotion application and effect ratio calculation method based on a new media platform is characterized by comprising the following steps:
1) carrying out statistical collection on the fund investment value and the fund investment mode for popularization in a statistical period;
2) classifying the fund investment modes into different promotion types;
3) calculating the customer introduction rate and the conversion rate under different types;
4) and calculating the promotion efficiency of each mode and the input value of each mode to obtain the input-to-effect ratio of the mode.
2. The method for calculating the brand promotion impression ratio based on the new media platform as claimed in claim 1, wherein in step 2, the promotion types are live promotion impressions, video advertisement impressions and pop-up window advertisement impressions, the live promotion impressions are the expenses generated by a main live broadcast delivery mode, the video advertisement impressions are the expenses generated by video advertisements at the beginning, the duration and the end of the platform live broadcast, and the pop-up window advertisement impressions are the expenses generated by picture link pop-up windows timed by the platform.
3. The method for calculating the brand promotion commissioning ratio based on the new media platform as claimed in claim 1, wherein in step 3, the customer introduction rate is the ratio of the number of people who enter the shop for browsing and the total advertisement presenting time in the mode.
4. The method for calculating the brand promotion commissioning ratio based on the new media platform as claimed in claim 1, wherein in step 3, the conversion rate is a ratio between the number of clicks of an effective promotion behavior and a completed purchase behavior and the total number of clicks of promotion information, the effective promotion behavior refers to a sign that the identity of a netizen is changed, such as upgrading the netizen from a common viewer to a shop-concerned user or a shopping cart temporary storage user, and the conversion sign refers to some specific pages, such as a concerned success page, a goods selection success page and a shopping cart addition success page.
5. The method for calculating the brand promotion commissioning ratio based on the new media platform as claimed in claim 1, wherein in step 4, the calculation mode of the promotion efficiency is as follows: and carrying out weighted averaging on the customer introduction rate and the conversion rate to obtain the promotion efficiency after weighted averaging of the customer introduction rate and the conversion rate, wherein the weight of the customer introduction rate is smaller than that of the conversion rate.
6. The method for calculating the brand promotion commissioning ratio based on the new media platform as claimed in claim 1, wherein in step 3, the customer introduction rate and the conversion rate are calculated by the following formula: the customer introduction rate is (the number of browsing people/total time) multiplied by 100%; the conversion rate is (effective promotion behavior α + number of clicks for completing purchase behavior β/total number of clicks) × 100%, α and β are weighting coefficients of the number of effective promotion behaviors and the number of clicks for completing purchase behavior, respectively, and α is smaller than β.
7. The method for calculating the brand promotion commissioning ratio based on the new media platform as claimed in claim 1, wherein in step 1, the statistical period is usually hours, days, weeks, months, etc. and can be set as required.
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| Application Number | Priority Date | Filing Date | Title |
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| CN202010936846.1A CN112418904A (en) | 2020-09-08 | 2020-09-08 | Brand promotion application ratio calculation method based on new media platform |
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| CN202010936846.1A CN112418904A (en) | 2020-09-08 | 2020-09-08 | Brand promotion application ratio calculation method based on new media platform |
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Citations (5)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| JP2004234520A (en) * | 2003-01-31 | 2004-08-19 | Softopia Japan Foundation | Advertisement management method |
| CN103136696A (en) * | 2013-03-26 | 2013-06-05 | 明日互动（北京）广告传媒有限公司 | Management method of media placement and system thereof |
| CN105138540A (en) * | 2015-07-08 | 2015-12-09 | 北京博雅立方信息技术有限公司 | Promotion optimization method and device of promotion website |
| CN106355432A (en) * | 2016-08-19 | 2017-01-25 | 焦点科技股份有限公司 | Method for monitoring effectiveness of television advertisements |
| KR20190076533A (en) * | 2017-12-22 | 2019-07-02 | 엔에이치엔 주식회사 | Method and system for providing sales-guaranteed advertisement |
-
2020
- 2020-09-08 CN CN202010936846.1A patent/CN112418904A/en active Pending
Patent Citations (5)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| JP2004234520A (en) * | 2003-01-31 | 2004-08-19 | Softopia Japan Foundation | Advertisement management method |
| CN103136696A (en) * | 2013-03-26 | 2013-06-05 | 明日互动（北京）广告传媒有限公司 | Management method of media placement and system thereof |
| CN105138540A (en) * | 2015-07-08 | 2015-12-09 | 北京博雅立方信息技术有限公司 | Promotion optimization method and device of promotion website |
| CN106355432A (en) * | 2016-08-19 | 2017-01-25 | 焦点科技股份有限公司 | Method for monitoring effectiveness of television advertisements |
| KR20190076533A (en) * | 2017-12-22 | 2019-07-02 | 엔에이치엔 주식회사 | Method and system for providing sales-guaranteed advertisement |
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