CN115099882A - Client-level marketing budget calculation method and device - Google Patents
Client-level marketing budget calculation method and device Download PDFInfo
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Abstract
The application provides a client-level marketing budget calculation method and a client-level marketing budget calculation device, wherein the client-level marketing budget calculation method comprises the following steps: detecting a current customer-level marketing phase; judging whether the current client-level marketing stage is a new promotion stage, an old customer loyalty stabilization stage or an old customer flow loss recovery stage; and calculating the investable marketing budget of each client in the corresponding client group according to the judgment result. Therefore, by the implementation of the implementation mode, research and differentiation can be performed on the users, the marketing accuracy is high, the real-time performance is good, and the marketing conversion rate and the marketing effect are improved.
Description
Technical Field
The application relates to the technical field of computers, in particular to a method and a device for calculating a client-level marketing budget.
Background
Currently, marketing communication (marketing) is the process by which a seller of a product or a service (i.e., an offering) educates potential buyers about the offering. Marketing is typically a major expense for sellers and often includes a large number of components or categories, such as various advertising media and/or avenues, as well as other marketing techniques. The existing client-level marketing budget calculation method mainly comprises the group sending of short messages and multimedia messages, the research and the differentiation of users are not carried out, the marketing accuracy is low, the real-time performance is lacked, and therefore the marketing conversion rate is low and the marketing effect is poor.
Disclosure of Invention
An object of the embodiment of the application is to provide a client-level marketing budget calculation method and device, which can research and distinguish users, are high in marketing accuracy and good in real-time performance, and improve marketing conversion rate and marketing effect.
A first aspect of an embodiment of the present application provides a method for calculating a client-level marketing budget, including:
detecting a current customer-level marketing phase;
when the current client-level marketing stage is a new person promotion stage, acquiring client basic attribute information of each client in a new person client group and the new person client group;
performing kmeans clustering on the new person client group based on the client basic attribute information to obtain at least one client cluster;
determining the grouping type of the client grouping, and acquiring group client historical data corresponding to the grouping type;
determining a relation value of marketing expense input and business income contribution in an average new people promotion stage according to the group customer historical data;
calculating a new person stage marketing budget of the new person promotion stage according to the relationship value;
acquiring the invested marketing cost of each client in the new client group;
and calculating the investable marketing budget of each client in the new client group according to the new stage marketing budget and the invested marketing cost.
In the implementation process, the method can detect the current client-level marketing stage preferentially; when the current client-level marketing stage is a new people promotion stage, acquiring client basic attribute information of each client in a new people client group and a new people client group; secondly, performing kmeans clustering on the new customer group based on the customer basic attribute information to obtain at least one customer cluster; determining the grouping type of the client grouping, and acquiring group client historical data corresponding to the grouping type; determining a relation value between marketing expense input and business income contribution in an average new people promotion stage according to group customer historical data; then, calculating a new person stage marketing budget of the new person promotion stage according to the relation value; finally, acquiring the invested marketing cost of each client in the new client group; and calculating the investable marketing budget of each client in the new person client group according to the new person stage marketing budget and the invested marketing cost. Therefore, by the implementation of the implementation mode, research and differentiation can be performed on the users, the marketing accuracy is high, the real-time performance is good, and the marketing conversion rate and the marketing effect are improved.
Further, the method further comprises:
determining an old customer group when the current customer-level marketing phase is an old customer loyalty stabilization phase;
predicting the client revenue contribution of each client in the old client group through a pre-constructed client contribution prediction model;
determining a stable stage marketing budget of the old customer loyalty stable stage according to the customer revenue contribution;
acquiring the invested marketing cost of each client in the old client group;
calculating an investable marketing budget for each customer in the group of old customers according to the stable phase marketing budget and the invested marketing cost.
Further, the method further comprises:
when the current client-level marketing stage is an old customer flow loss retrieval stage, determining a target client group to be retrieved;
acquiring a client historical earning contribution level corresponding to the target client group and a retrieval difficulty level corresponding to the target client group; wherein the retrieval difficulty level is determined according to the lapsed time of each client in the target client group;
determining a churn type for each client in the target client group based on the client historical revenue contribution level and the ease of retrieval;
determining a retrieval stage marketing budget for each client in the target client group according to the churn type;
acquiring the invested marketing cost of each client in the target client group;
calculating an investable marketing budget for each customer in the target customer base according to the retrieval phase marketing budget and the invested marketing cost.
Further, the method further comprises:
determining a current marketing budget amount and a marketing customer group according to the current customer-level marketing phase;
acquiring current marketing activity information;
judging whether the current marketing budget amount is sufficient or not according to the current marketing activity information;
and if not, performing client deletion processing on the marketing client group according to a preset screening condition to obtain a deleted client group.
Further, the method further comprises:
acquiring the return on investment and the budget over-expenditure condition of the historical activities corresponding to the current client-level marketing stage;
outputting approval information comprising the return on investment, the budget over-run condition, the current marketing campaign information, the pruned customer base and the current marketing budget amount;
and when the passing instruction of the examination and approval information is received, developing corresponding marketing activities for the marketing customer group according to the examination and approval information.
A second aspect of embodiments of the present application provides a client-level marketing budget calculation device, comprising:
a detection unit for detecting a current client-level marketing phase;
the acquisition unit is used for acquiring the client basic attribute information of each client in a new client group and a new client group when the current client-level marketing phase is a new promotion phase;
the clustering unit is used for performing kmeans clustering on the new person client group based on the client basic attribute information to obtain at least one client cluster;
the determining unit is used for determining the grouping type of the client grouping and acquiring group client historical data corresponding to the grouping type; determining a relation value between marketing expense input and business income contribution in an average new promotion stage according to the historical data of the group of customers;
the calculating unit is used for calculating a new person stage marketing budget of the new person promotion stage according to the relation value;
the acquisition unit is further used for acquiring the invested marketing cost of each client in the new client group;
the calculating unit is further used for calculating the investable marketing budget of each client in the new person client group according to the new person stage marketing budget and the invested marketing cost.
In the implementation process, the client-level marketing budget calculation device can detect the current client-level marketing phase through the detection unit; the method comprises the steps that when a current client-level marketing stage is a new person promotion stage, client basic attribute information of each client in a new person client group and a new person client group is obtained through an obtaining unit; performing kmeans clustering on the new customer group based on the customer basic attribute information through a clustering unit to obtain at least one customer cluster; determining the grouping type of the client grouping through a determining unit, and acquiring group client historical data corresponding to the grouping type; determining a relation value between marketing expense input and business income contribution in the average new promotion stage according to group customer historical data; calculating a new person stage marketing budget of the new person promotion stage according to the relation value through a calculating unit; acquiring the invested marketing cost of each client in the new client group through an acquisition unit; and finally, calculating the investable marketing budget of each client in the new person client group according to the new person stage marketing budget and the invested marketing cost through a calculating unit. Therefore, by the implementation of the implementation mode, research and differentiation can be performed on users, marketing accuracy is high, real-time performance is good, and marketing conversion rate and marketing effect are improved.
Further, the client-level marketing budget computing apparatus further comprises:
the determining unit is further configured to determine an old customer group when the current customer-level marketing phase is an old customer loyalty and stability phase;
a prediction unit for predicting a customer revenue contribution of each customer in the old customer base through a customer contribution prediction model constructed in advance;
the determining unit is further configured to determine a stable stage marketing budget of the tenant loyalty stable stage according to the customer revenue contribution;
the obtaining unit is further used for obtaining the invested marketing cost of each customer in the old customer group;
the computing unit is further configured to compute an investable marketing budget for each customer in the old customer base according to the stable phase marketing budget and the invested marketing cost.
Further, the determining unit is further configured to determine a target client group to be retrieved when the current client-level marketing stage is an old client flow loss retrieval stage;
the acquisition unit is further used for acquiring the client historical earning contribution level corresponding to the target client group and the retrieval difficulty level corresponding to the target client group; wherein the retrieval difficulty level is determined according to the loss time of each client in the target client group;
the determining unit is used for determining the churn type of each client in the target client group based on the client historical earning contribution level and the retrieval difficulty level; determining a retrieval stage marketing budget of each client in the target client group according to the loss type;
the obtaining unit is further used for obtaining the invested marketing cost of each client in the target client group;
the computing unit is further used for computing the investable marketing budget of each client in the target client group according to the retrieval stage marketing budget and the invested marketing cost.
Further, the client-level marketing budget calculation device further comprises:
the determining unit is used for determining the current marketing budget amount and the marketing customer group according to the current customer-level marketing phase;
the acquisition unit is used for acquiring the current marketing activity information;
the judging unit is used for judging whether the current marketing budget amount is enough or not according to the current marketing activity information;
and the deleting unit is used for performing client deleting processing on the marketing client group according to a preset screening condition to obtain a deleted client group when the current marketing activity information judges that the current marketing budget amount is not enough.
Further, the client-level marketing budget computing apparatus further comprises:
the acquiring unit is further configured to acquire the return on investment and the over-budget condition of the historical activities corresponding to the current client-level marketing stage;
the output unit is used for outputting approval information comprising the return on investment, the budget over-run condition, the current marketing activity information, the deletion client group and the current marketing budget amount;
and the developing unit is used for developing corresponding marketing activities for the marketing client group according to the examination and approval information when the passing instruction of the examination and approval information is received.
A third aspect of embodiments of the present application provides an electronic device, comprising a memory for storing a computer program and a processor for executing the computer program to cause the electronic device to perform the method for calculating a customer-level marketing budget according to any one of the first aspect of embodiments of the present application.
A fourth aspect of embodiments of the present application provides a computer-readable storage medium storing computer program instructions, which when read and executed by a processor, perform the method for calculating a client-level marketing budget according to any one of the first aspect of embodiments of the present application.
Drawings
To more clearly illustrate the technical solutions of the embodiments of the present application, the drawings that are required to be used in the embodiments of the present application will be briefly described below, it should be understood that the following drawings only illustrate some embodiments of the present application and therefore should not be considered as limiting the scope, and that those skilled in the art can also obtain other related drawings based on the drawings without inventive efforts.
FIG. 1 is a schematic flow chart illustrating a method for calculating a customer-level marketing budget according to an embodiment of the present disclosure;
FIG. 2 is a schematic flow chart diagram illustrating another method for calculating a customer-level marketing budget according to an embodiment of the present disclosure;
FIG. 3 is a schematic structural diagram of a client-level marketing budget calculation apparatus according to an embodiment of the present disclosure;
FIG. 4 is a schematic structural diagram of a client-level marketing budget calculation device according to an embodiment of the present application;
FIG. 5 is a chart of marketing expense income trends for a new people promotion phase provided by an embodiment of the present application;
fig. 6 is a marketing income trend chart of a loyalty stable period of old customers according to an embodiment of the present application;
fig. 7 is a schematic view of an activity development process interaction provided in an embodiment of the present application.
Detailed Description
The technical solutions in the embodiments of the present application will be described below with reference to the drawings in the embodiments of the present application.
It should be noted that: like reference numbers and letters refer to like items in the following figures, and thus, once an item is defined in one figure, it need not be further defined or explained in subsequent figures. Meanwhile, in the description of the present application, the terms "first", "second", and the like are used only for distinguishing the description, and are not to be construed as indicating or implying relative importance.
Example 1
Referring to fig. 1, fig. 1 is a flow chart illustrating a method for calculating a customer-level marketing budget according to an embodiment of the present disclosure. The client-level marketing budget calculation method comprises the following steps:
s101, detecting a current client-level marketing phase, and triggering and executing the steps S102, S107 or S110 according to the current client-level marketing phase.
S102, when the current client-level marketing stage is a new person promotion stage, acquiring client basic attribute information of each client in a new person client group and a new person client group.
S103, performing kmeans clustering on the new customer group based on the customer basic attribute information to obtain at least one customer cluster.
S104, determining the grouping type of the client grouping, and acquiring group client historical data corresponding to the grouping type.
And S105, determining the relation value of the marketing expense investment and the business income contribution in the average new promotion stage according to the historical data of the group customers.
And S106, calculating a new person stage marketing budget of the new person promotion stage according to the relation value, and executing the step S114.
In this embodiment, for the new people promotion stage, because the new people have less information and basic attribute information such as gender, age, region and the like can be mainly acquired, customers are subjected to kmeans grouping based on these dimensions, and an appropriate value is selected as a fixed new people stage marketing budget according to the relation between the marketing expense input and the business income contribution of the average new people promotion stage in the historical data of each group of customers. Such as an inflection point (see fig. 5) corresponding to the increase in revenue according to the marketing fee invested by each group of customers as the marketing budget value of each group of newborns.
And S107, when the current customer-level marketing stage is a customer loyalty and stability stage, determining a customer group.
And S108, predicting the client revenue contribution of each client in the old client group through a client contribution prediction model constructed in advance.
In this embodiment, the customer contribution prediction model is an ARIMA model.
S109, determining the stable stage marketing budget of the loyalty stable stage of the old customer according to the contribution of the customer, and executing the step S114.
In this embodiment, in view of having a large amount of historical behavior data of customers in the loyalty and stability stage of the old customers, the revenue contribution estimation of the customers in a future period can be predicted through the ARIMA model, and the predicted revenue contribution estimation is used as the upper limit of the marketing budget value. Reference may be made specifically to the marketing revenue trend chart shown in fig. 6.
And S110, when the current client-level marketing stage is an old customer flow loss recovery stage, determining a target client group to be recovered.
S111, obtaining a client historical earning contribution level corresponding to the target client group and a retrieval difficulty level corresponding to the target client group; wherein, the difficulty degree of the retrieval is determined according to the loss time of each client in the target client group.
And S112, determining the churn type of each client in the target client group based on the historical earning contribution level and the retrieval difficulty level of the client.
And S113, determining a retrieval stage marketing budget of each client in the target client group according to the attrition type.
And S114, acquiring the invested marketing cost of each client in the new client group, the old client group or the target client group.
And S115, calculating the investable marketing budget of each client in the target client group according to the marketing budget and the invested marketing cost in the saving stage, and ending the process.
In this embodiment, for the old customer flow loss recovery stage, the marketing budget investment needs to consider the historical revenue contribution level of the customer and the difficulty level of the customer loss recovery. According to experience, the longer the run-off time, the greater the difficulty of retrieval. The clients are grouped based on these two points. And for historical customers in each grid of the two dimensions, recovering the revenue contribution data brought by the lost next month and using the revenue contribution data as a marketing budget limit.
At present, marketing expense use approval management granularity is coarse: and the department applies for marketing expenses from finance for a unit, and the department obtains funds and distributes the funds to each team for use. Finance has weak control force on subsequent use of marketing expenses, and departments are insufficient in approval and management of expense use. Meanwhile, the marketing expense use investment into the customer base is moderate and high: some data from history has found that 54% of the marketing costs are spent on only 2% of the customers, while 91% share only 18% of the marketing costs.
Aiming at the problems, the method designs a set of client-level marketing budget calculation method, and the core thought is to feedback the value brought by the client to the enterprise to the user as the limit reference of the marketing budget. And then, through a mechanism of a platform, operation, finance and effect backtracking are connected in series to form a closed loop. Specifically, considering that the value brought to the enterprise by the client not only depends on the value brought by the client, but also relates to the value brought by the client in the future, otherwise, an appropriate marketing fee cannot be set for the new client user. Therefore, the method divides the customer into three life cycles of a new promotion stage, an old customer loyalty and stabilization stage and an old customer flow loss recovery stage to respectively calculate the value estimation to be brought by the customer in the future.
In this embodiment, the execution subject of the method may be a computing device such as a computer and a server, and is not limited in this embodiment.
In this embodiment, an execution subject of the method may also be an intelligent device such as a smart phone and a tablet computer, which is not limited in this embodiment.
It can be seen that, by implementing the client-level marketing budget calculation method described in this embodiment, operators can know the cost situation and plan marketing costs better in a finer granularity and on the basis of the client-level marketing budget algorithm scheme, thereby reducing the problem that a large amount of costs are concentrated on a small number of clients. Meanwhile, the vicious circle that the enterprise does not lay out on a large number of users is reduced. Meanwhile, through the design of the corresponding flow platform, data becomes an indispensable link for operators and financial staff in the process of designing activities and examining and approving activity expenses, the financial staff can have data basis with finer granularity to divide the entire enterprise expenses, the traditional mode that the financial affairs are only used for macroscopically budget shooting of a large department is avoided, and the enabling based on data-driven business decision is realized.
Example 2
Referring to fig. 2, fig. 2 is a flow chart illustrating a method for calculating a client-level marketing budget according to an embodiment of the present application. The client-level marketing budget calculation method comprises the following steps:
s201, detecting a current client-level marketing stage.
S202, determining the current marketing budget amount and the marketing customer base according to the current customer-level marketing phase; wherein the current marketing budget sum is the sum of the investable marketing budgets of all users.
And S203, acquiring the current marketing activity information.
S204, judging whether the current marketing budget amount is enough or not according to the current marketing activity information, and if yes, ending the process; if not, go to step S205.
And S205, performing client deletion processing on the marketing client group according to preset screening conditions to obtain a deleted client group.
S206, acquiring the return on investment and the budget over-run condition of the historical activities corresponding to the current client-level marketing phase.
And S207, outputting approval information comprising the return on investment, the budget over-run condition, the current marketing activity information, the deleted client group and the current marketing budget amount.
And S208, when the passing instruction of the examination and approval information is received, developing corresponding marketing activities for the marketing customer group according to the examination and approval information.
In this embodiment, the method may calculate, for the marketing activity, the usage condition of the marketing budget of the activity circle guest group, for example, as shown in the following table:
| percentage of used | Number of users | User ratio |
| 0 ~20% | 2 4564 | 9.58% |
| 20%~40% | 1 18125 | 46.06% |
| 40%~60% | 9 4456 | 36.83% |
| 60%~80% | 1 1504 | 4.49% |
| 80%~100% | 5 800 | 2.26% |
| 100%~ | 2 001 | 0.78% |
| Total up to | 2 56450 | 1 00% |
It can be seen from the table that 0.78% of the customers have exceeded 100% of the marketing budget. The client concentration degree of marketing expense investment is adjusted according to the used proportion of the marketing budget, and therefore the use efficiency of the marketing expense can be improved.
By implementing the implementation mode, the finance can be managed and operated in a finer granularity, the operation activity can better utilize the core algorithm to output the guide activity efficiency, and the problem that the operation cost is concentrated in a small number of users is avoided.
For example, referring to fig. 7, fig. 7 shows an interaction diagram of an activity development process. Specifically, a budget application page showing that an operator submits a budget application for a campaign (content such as a campaign name, a campaign target, a campaign guest group, a campaign period, a campaign content introduction, a campaign submitting team, a campaign budget amount and the like needs to be provided) is displayed on the campaign budget application page, based on the budget application, the method performs related calculation on the campaign guest group and the campaign budget amount, provides the number of the crowd with the used ratio of the marketing budget in the guest group as shown in fig. 5, and provides corresponding screening conditions for the operator to add or delete the guest group. And finally, inputting the calculation result into an active budget approval page for the financial staff to approve the active budget application submitted by the operator. The page presents activity information, and the historical activity ROI of the applicant and the predicted excess support condition of the activity are combined to give reference to data of a financial/department examination and approval staff to determine whether the activity is suitable for development. In the embodiment, the partial work can be replaced by the machine according to the preset rule, so that a full-automatic activity development process is realized.
In this embodiment, the execution subject of the method may be a computing device such as a computer and a server, and is not limited in this embodiment.
It can be seen that, by implementing the client-level marketing budget calculation method described in this embodiment, operators can know the cost situation and plan marketing costs better in a finer granularity and on the basis of the client-level marketing budget algorithm scheme, thereby reducing the problem that a large amount of costs are concentrated on a small number of clients. Meanwhile, the vicious circle that the enterprise enters and leaves a large number of users is reduced. Meanwhile, through the design of a corresponding process platform, data becomes an indispensable link for operators and financial staff in the process of designing activities and examining and approving activity expenses, the financial staff can have data with finer granularity to divide the entire enterprise expenses, the traditional mode that the financial affairs only aim at macroscopic budget shooting of a large department is avoided, and enabling based on data-driven business decision is realized.
Example 3
Referring to fig. 3, fig. 3 is a schematic structural diagram of a client-level marketing budget calculating device according to an embodiment of the present application. As shown in fig. 3, the client-level marketing budget calculating means comprises:
a detection unit 310 for detecting a current client-level marketing phase;
an obtaining unit 320, configured to obtain, when the current client-level marketing phase is a new person promotion phase, client basic attribute information of each client in a new person client group and a new person client group;
a clustering unit 330, configured to perform kmeans clustering on the new person client group based on the client basic attribute information to obtain at least one client cluster;
a determining unit 340, configured to determine a clustering type of the client clustering, and obtain cluster client historical data corresponding to the clustering type; determining a relation value between marketing expense input and business income contribution in the average new promotion stage according to group customer historical data;
a calculating unit 350, configured to calculate a new person stage marketing budget of the new person promotion stage according to the relationship value;
the obtaining unit 320 is further configured to obtain the invested marketing cost of each customer in the new customer group;
and the calculating unit 350 is further used for calculating the investable marketing budget of each client in the new client group according to the new phase marketing budget and the invested marketing cost.
In this embodiment, for the explanation of the client-level marketing budget calculation device, reference may be made to the description in embodiment 1 or embodiment 2, and details of this embodiment are not repeated.
It can be seen that, by implementing the client-level marketing budget calculation apparatus described in this embodiment, an operator can know the cost situation and plan the marketing cost more finely and better based on the client-level marketing budget algorithm scheme, thereby reducing the problem that a large amount of cost is concentrated on a small number of clients. Meanwhile, the vicious circle that the enterprise does not lay out on a large number of users is reduced. Meanwhile, through the design of the corresponding flow platform, data becomes an indispensable link for operators and financial staff in the process of designing activities and examining and approving activity expenses, the financial staff can have data basis with finer granularity to divide the entire enterprise expenses, the traditional mode that the financial affairs are only used for macroscopically budget shooting of a large department is avoided, and the enabling based on data-driven business decision is realized.
Example 4
Referring to fig. 4, fig. 4 is a schematic structural diagram of a client-level marketing budget calculating device according to an embodiment of the present application. As shown in fig. 4, the client-level marketing budget calculation means comprises:
a detection unit 310 for detecting a current client-level marketing phase;
an obtaining unit 320, configured to obtain client basic attribute information of each client in the new person client group and the new person client group when the current client-level marketing phase is a new person promotion phase;
a clustering unit 330, configured to perform kmeans clustering on the new customer group based on the customer basic attribute information to obtain at least one customer cluster;
a determining unit 340, configured to determine a clustering type of the client clustering, and obtain cluster client historical data corresponding to the clustering type; determining a relation value between marketing expense input and business income contribution in the average new promotion stage according to group customer historical data;
a calculating unit 350, configured to calculate a new person stage marketing budget of the new person promotion stage according to the relationship value;
the obtaining unit 320 is further configured to obtain the invested marketing cost of each customer in the new customer group;
the calculating unit 350 is further configured to calculate an investable marketing budget for each customer in the new person customer base according to the new person stage marketing budget and the invested marketing cost.
As an alternative embodiment, the client-level marketing budget calculation device further comprises:
the determining unit 340 is further configured to determine an old customer group when the current customer-level marketing phase is an old customer loyalty stable phase;
a prediction unit 360 for predicting a customer revenue contribution of each customer in the old customer base through a customer contribution prediction model constructed in advance;
the determining unit 340 is further configured to determine a stable stage marketing budget of the loyalty stable stage of the old customer according to the customer revenue contribution;
the obtaining unit 320 is further configured to obtain a marketing investment cost of each customer in the old customer base;
and the calculating unit 350 is further used for calculating the investable marketing budget of each client in the old client group according to the stable-stage marketing budget and the invested marketing cost.
As an optional embodiment, the determining unit 340 is further configured to determine a target client group to be retrieved when the current client-level marketing stage is an old client flow loss retrieval stage;
the obtaining unit 320 is further configured to obtain a client history revenue contribution level corresponding to the target client group and a retrieval difficulty level corresponding to the target client group; wherein, the difficulty degree of the retrieval is determined according to the loss time of each client in the target client group;
a determining unit 340 for determining the churn type of each client in the target client group based on the client historical earning contribution level and the ease of retrieval; determining a retrieval stage marketing budget of each client in the target client group according to the loss type;
the obtaining unit 320 is further configured to obtain an invested marketing cost of each client in the target client group;
a calculating unit 350, configured to calculate an investable marketing budget of each client in the target client group according to the retrieval-stage marketing budget and the invested marketing cost;
the obtaining unit 320 is further configured to obtain an invested marketing cost of each client in the target client group;
and the calculating unit 350 is further used for calculating the investable marketing budget of each client in the target client group according to the retrieval stage marketing budget and the invested marketing cost.
As an optional implementation, the client-level marketing budget calculating device further comprises:
a determining unit 340, configured to determine a current marketing budget amount and a marketing customer base according to a current customer-level marketing phase;
an obtaining unit 320, configured to obtain current marketing activity information;
a judging unit 370, configured to judge whether the current marketing budget amount is sufficient according to the current marketing activity information;
and the deleting unit 380 is configured to, when the current marketing activity information determines that the current marketing budget amount is not enough, perform client deletion processing on the marketing client group according to a preset screening condition to obtain a deleted client group.
As an optional implementation, the client-level marketing budget calculating device further comprises:
the obtaining unit 320 is further configured to obtain a return on investment and a budget overrun condition of the historical activities corresponding to the current client-level marketing phase;
an output unit 390, configured to output approval information including a return on investment, a budget over-run condition, current marketing activity information, a deleted client group, and a current marketing budget amount;
and the developing unit 400 is configured to develop a corresponding marketing activity for the marketing customer group according to the approval information when the passing instruction of the approval information is received.
In the embodiment of the present application, for the explanation of the client-level marketing budget calculation device, reference may be made to the description in embodiment 1 or embodiment 2, and details of this embodiment are not repeated.
It can be seen that, by implementing the client-level marketing budget calculation apparatus described in this embodiment, an operator can know the cost situation and plan the marketing cost more finely and more effectively based on the client-level marketing budget algorithm scheme, thereby reducing the problem that a large amount of cost is concentrated on a small number of clients. Meanwhile, the vicious circle that the enterprise enters and leaves a large number of users is reduced. Meanwhile, through the design of the corresponding flow platform, data becomes an indispensable link for operators and financial staff in the process of designing activities and examining and approving activity expenses, the financial staff can have data basis with finer granularity to divide the entire enterprise expenses, the traditional mode that the financial affairs are only used for macroscopically budget shooting of a large department is avoided, and the enabling based on data-driven business decision is realized.
An embodiment of the present application provides an electronic device, including a memory and a processor, where the memory is used to store a computer program, and the processor runs the computer program to make the electronic device execute the client-level marketing budget calculation method in embodiment 1 or embodiment 2 of the present application.
An embodiment of the present application provides a computer-readable storage medium, which stores computer program instructions, and when the computer program instructions are read and executed by a processor, the computer program instructions execute the method for calculating a client-level marketing budget in embodiment 1 or embodiment 2 of the present application.
In the embodiments provided in the present application, it should be understood that the disclosed apparatus and method can be implemented in other ways. The apparatus embodiments described above are merely illustrative, and for example, the flowchart and block diagrams in the figures illustrate the architecture, functionality, and operation of possible implementations of apparatus, methods and computer program products according to various embodiments of the present application. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of code, which comprises one or more executable instructions for implementing the specified logical function(s). It should also be noted that, in some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams and/or flowchart illustration, and combinations of blocks in the block diagrams and/or flowchart illustration, can be implemented by special purpose hardware-based systems which perform the specified functions or acts, or combinations of special purpose hardware and computer instructions.
In addition, functional modules in the embodiments of the present application may be integrated together to form an independent part, or each module may exist separately, or two or more modules may be integrated to form an independent part.
The functions, if implemented in the form of software functional modules and sold or used as a stand-alone product, may be stored in a computer-readable storage medium. Based on such understanding, the technical solutions of the present application or portions thereof that substantially contribute to the prior art may be embodied in the form of a software product, which is stored in a storage medium and includes several instructions for causing a computer device (which may be a personal computer, a server, or a network device) to execute all or part of the steps of the methods described in the embodiments of the present application. And the aforementioned storage medium includes: a U-disk, a removable hard disk, a Read-Only Memory (ROM), a Random Access Memory (RAM), a magnetic disk, or an optical disk, and various media capable of storing program codes.
The above description is only an example of the present application and is not intended to limit the scope of the present application, and various modifications and changes may be made to the present application by those skilled in the art. Any modification, equivalent replacement, improvement and the like made within the spirit and principle of the present application shall be included in the protection scope of the present application. It should be noted that: like reference numbers and letters refer to like items in the following figures, and thus, once an item is defined in one figure, it need not be further defined and explained in subsequent figures.
The above description is only for the specific embodiments of the present application, but the scope of the present application is not limited thereto, and any person skilled in the art can easily conceive of the changes or substitutions within the technical scope of the present application, and shall be covered by the scope of the present application. Therefore, the protection scope of the present application shall be subject to the protection scope of the claims.
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 an … …" does not exclude the presence of other identical elements in the process, method, article, or apparatus that comprises the element.
Claims (10)
1. A method for calculating a customer-level marketing budget, comprising:
detecting a current customer-level marketing phase;
when the current client-level marketing stage is a new person promotion stage, acquiring client basic attribute information of each client in a new person client group and the new person client group;
performing kmeans clustering on the new person client group based on the client basic attribute information to obtain at least one client cluster;
determining the grouping type of the customer grouping, and acquiring group customer historical data corresponding to the grouping type;
determining a relation value of marketing expense input and business income contribution in an average new promotion stage according to the historical data of the group of customers;
calculating a new person stage marketing budget of the new person promotion stage according to the relationship value;
acquiring the invested marketing cost of each client in the new client group;
and calculating the investable marketing budget of each client in the new client group according to the new stage marketing budget and the invested marketing cost.
2. The method of client-level marketing budget calculation according to claim 1, further comprising:
when the current customer-level marketing stage is a customer loyalty stabilization stage, determining a customer base;
predicting the client revenue contribution of each client in the old client group through a client contribution prediction model which is constructed in advance;
determining a stable stage marketing budget of the old customer loyalty stable stage according to the customer revenue contribution;
acquiring the invested marketing cost of each client in the old client group;
calculating an investable marketing budget for each customer in the group of old customers according to the stable phase marketing budget and the invested marketing cost.
3. The method of calculating a customer-level marketing budget of claim 1, wherein said method further comprises:
when the current client-level marketing stage is an old customer flow loss retrieval stage, determining a target client group to be retrieved;
acquiring a client historical earning contribution level corresponding to the target client group and a retrieval difficulty degree corresponding to the target client group; wherein the retrieval difficulty level is determined according to the loss time of each client in the target client group;
determining an attrition type for each client in the target client group based on the client historical revenue contribution level and the ease of retrieval;
determining a retrieval stage marketing budget for each customer in the target customer base according to the churn type;
acquiring the invested marketing cost of each client in the target client group;
calculating an investable marketing budget for each customer in the target customer base according to the saving stage marketing budget and the invested marketing cost.
4. The method of client-level marketing budget calculation according to claim 1, further comprising:
determining a current marketing budget amount and a marketing customer group according to the current customer-level marketing phase;
acquiring current marketing activity information;
judging whether the current marketing budget amount is enough or not according to the current marketing activity information;
and if not, performing client deletion processing on the marketing client group according to a preset screening condition to obtain a deleted client group.
5. The method of client-level marketing budget calculation according to claim 4, further comprising:
acquiring the return on investment and the budget over-support condition of the historical activities corresponding to the current client-level marketing stage;
outputting approval information comprising the return on investment, the budget over-run condition, the current marketing campaign information, the pruned customer base and the current marketing budget amount;
and when the passing instruction of the examination and approval information is received, developing corresponding marketing activities for the marketing customer group according to the examination and approval information.
6. A client-level marketing budget calculation apparatus, comprising:
a detection unit for detecting a current client-level marketing phase;
the acquisition unit is used for acquiring the client basic attribute information of each client in a new client group and a new client group when the current client-level marketing phase is a new promotion phase;
the clustering unit is used for performing kmeans clustering on the new person client group based on the client basic attribute information to obtain at least one client cluster;
the determining unit is used for determining the grouping type of the client grouping and acquiring group client historical data corresponding to the grouping type; determining a relation value between marketing expense input and business income contribution in an average new promotion stage according to the historical data of the group of customers;
the calculating unit is used for calculating a new person stage marketing budget of the new person promotion stage according to the relation value;
the acquisition unit is further used for acquiring the invested marketing cost of each client in the new client group;
the calculating unit is further used for calculating the investable marketing budget of each client in the new person client group according to the new person stage marketing budget and the invested marketing cost.
7. The client-level marketing budget computing device of claim 6, further comprising:
the determining unit is further configured to determine an old customer group when the current customer-level marketing phase is an old customer loyalty and stability phase;
a prediction unit for predicting a customer revenue contribution of each customer in the old customer base through a customer contribution prediction model constructed in advance;
the determining unit is further configured to determine a stable phase marketing budget of the tenant loyalty stable phase according to the customer revenue contribution;
the obtaining unit is further used for obtaining the invested marketing cost of each customer in the old customer group;
the computing unit is further configured to compute an investable marketing budget for each customer in the old customer base according to the stable phase marketing budget and the invested marketing cost.
8. The client-level marketing budget calculation device according to claim 6, wherein the determining unit is further configured to determine a target client group to be retrieved when the current client-level marketing phase is an old client flow loss retrieval phase;
the acquisition unit is further used for acquiring a client history revenue contribution level corresponding to the target client group and a retrieval difficulty degree corresponding to the target client group; wherein the retrieval difficulty level is determined according to the loss time of each client in the target client group;
the determining unit is used for determining the churn type of each client in the target client group based on the client historical earning contribution level and the retrieval difficulty level; determining a retrieval stage marketing budget of each client in the target client group according to the loss type;
the acquisition unit is further used for acquiring the invested marketing cost of each client in the target client group;
the computing unit is further used for computing the investable marketing budget of each client in the target client group according to the retrieval stage marketing budget and the invested marketing cost.
9. An electronic device, comprising a memory for storing a computer program and a processor for executing the computer program to cause the electronic device to perform the method of calculating a customer-level marketing budget according to any one of claims 1 to 5.
10. A readable storage medium having stored therein computer program instructions, which when read and executed by a processor, perform the method for calculating a customer-level marketing budget of any one of claims 1 to 5.
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