Marcom Kuongorora: Imwe nzira kune A / B Kuedza

ndeiya yakaita bhora

Saka isu tinogara tichida kuziva kuti sei marcom (kushambadzira kutaurirana) kuri kuita, zvese senge mota uye yeumwe mushandirapamwe. Mukuyera marcom zvakajairika kushandisa nyore A / B kuyedza. Iyi ndiyo hunyanzvi umo masampuli akasarudzika anogadzira maseru maviri ekurapa mushandirapamwe.

Sero rimwe rinowana bvunzo uye rimwe sero harizodi. Wobva wapindura mwero kana mambure mari inofananidzwa pakati pemasero maviri. Kana iyo yekuyera sero ichikunda iyo inodzora sero (mukati mekuyedza parameter yekusimudza, kuvimba, nezvimwewo) mushandirapamwe unoonekwa wakakosha uye wakanaka

Nei Uchiita Chimwe Chinhu?

Nekudaro, maitiro aya haana nzwisiso chizvarwa. Iyo haigadzirise chero chinhu, inoitwa mune isina chinhu, haipe zvinorehwa nezano uye hapana masimba kune zvimwe zvinokurudzira.

Chechipiri, kazhinji kazhinji, bvunzo racho rakasvibiswa nekuti rimwe chete remasero rakatambira netsaona zvimwe zvinopihwa, mameseji ebrand, kutaurirana, nezvimwewo. Kangani mhedzisiro mhedzisiro yaionekwa seisina kukwana, kunyangwe isiri yemanzwiro? Saka vanoedza zvakare uye zvakare. Ivo hapana chavanodzidza, kunze kwekunge kuyedzwa kusashanda.

Ndicho chikonzero ini ndichikurudzira kushandisa zvakajairika kudzora kutonga kune zvimwe zvese zvinokurudzira. Kudzvinyirira modelling zvakare inopa maonero mukati memarcom kukosha iyo inogona kuburitsa iyo ROI. Izvi hazviitwe muvhoriyamu, asi zvinopa sarudzo senge portfolio yekukwirisa bhajeti.

An Example

Ngatitii isu tanga tichiyedza maemail maviri, bvunzo vs. kutonga uye mhedzisiro yakadzoka isiri-inonzwisisika. Ipapo takazoona kuti dhipatimendi redu rechiratidzo netsaona rakatumira yakananga tsamba chidimbu kune (kunyanya) boka rekutonga. Ichi chidimbu hachina kurongwa (nesu) kana kuverengerwa mukusarudzika kusarudza masero ekuyedza. Ndokunge, iro bhizinesi-se-rekare boka rakawana zvakajairwa tsamba dzakananga asi boka rekuyedza - iro rakaitirwa kunze - harina. Izvi zvakajairika mune mubatanidzwa, mune iro rimwe boka risingashande kana kutaurirana nerimwe bhizinesi unit.

Saka pachinzvimbo chekuyedza umo mutsara wega wega mutengi, isu tinopeta iyo data nenguva, taura vhiki nevhiki. Isu tinowedzera kumusoro, nevhiki, iyo nhamba yeemaemail ekuyedza, kudzora maemail uye kunongedza tsamba dzakatumirwa. Isu tinosanganisirawo mabhainari akasiyana ekuverengesa mwaka, mune ino kota. TABLE 1 inoratidza yakatarwa runyorwa rweaunganidzwa pamwe neyero yeemail kutanga muvhiki 10. Zvino tinoita modhi:

net _ _rev = f (em \ _test, em \ _cntrl, dir \ _mail, q_1, q_2, q_3, nezvimwewo)

Iyo yakajairika kudzora modhi sezvakarongwa pamusoro inogadzira TABLE 2 kuburitsa. Sanganisira chero zvimwe zvakasarudzika zvakasiyana zvekufarira. Chaicho chiziviso chinofanirwa kuve icho (mambure) mutengo wakasarudzika senge yakazvimiririra kusiyanisa. Izvi zvinodaro nekuti mambure emari ndiyo inoenderana uye inoverengerwa se (net) mutengo * huwandu.

TABLE 1

vhiki em_test em_cntrl dir_mail q_1 q_2 q_3 net_rev
9 0 0 55 1 0 0 $1,950
10 22 35 125 1 0 0 $2,545
11 23 44 155 1 0 0 $2,100
12 30 21 75 1 0 0 $2,675
13 35 23 80 1 0 0 $2,000
14 41 37 125 0 1 0 $2,900
15 22 54 200 0 1 0 $3,500
16 0 0 115 0 1 0 $4,500
17 0 0 25 0 1 0 $2,875
18 0 0 35 0 1 0 $6,500

Kuisa mutengo senge yakazvimirira inoshanduka zvinoreva kuva nemutengo pamativi ese eiyo equation, izvo zvisina kukodzera. (Bhuku rangu, Kushambadzira Ongororo: Inoshanda Nongedzo kune Chaiyo Kushambadzira Sayenzi, inopa mienzaniso yakakura uye kuongororwa kwedambudziko iri rekuongorora.) R2 yakagadziridzwa yemuenzaniso uyu i64%. (Ini ndakadonhedza q4 kunzvenga iyo dummy musungo.) Emc = kudzora email uye emt = bvunzo email. Ese misiyano yakakosha padanho re95%.

TABLE 2

q_3 q_2 q_1 dm emc EMTs const
coefficient -949 -1,402 -2,294 12 44 77 5,039
st kukanganisa 474.1 487.2 828.1 2.5 22.4 30.8
t-ratio -2 -2.88 -2.77 4.85 1.97 2.49

Panyaya yemuedzo weemail, iyo email yekuyedza yakapfuura email yekudzora na 77 vs 44 uye yaive yakanyanya kukosha. Nekudaro, kuverenga zvimwe zvinhu, iyo bvunzo email yakashanda. Aya maonero anouya kunyangwe kana iyo data yakasvibiswa. Bvunzo yeA / B ingadai isina kuburitsa izvi.

Tafura 3 inotora iyo coefficients kuti iverenge marcomm kukosha, mupiro wemotokari yega yega maererano nemari yemari. Ndokunge, kuti uverenge kukosha kweiyo tsamba yakanangana, iyo coefficient yegumi nembiri inowedzerwa nenhamba inoreva yeemail akatumirwa e12 kuti uwane $ 109. Vatengi vanoshandisa avhareji huwandu hwemadhora mazana mana nemakumi mashanu nemashanu. Saka $ 1,305 / $ 4,057 = 26.8%. Izvi zvinoreva kuti tsamba dzakananga dzakapa dzinosvika makumi maviri neshanu muzana muzana yemutero wemari. Panyaya ye ROI, zana zana nemameseji anoburitsa $ 27. Kana katarogu inodhura $ 109 ipapo ROI = ($ 1,305 - $ 55) / $ 55 = 2300%!

Nekuti mutengo waive usina kuzvimiririra musiyano, zvinowanzo gumiswa kuti mutengo wemutengo unovigwa mune inogara iripo. Mune ino kesi kugara kwe5039 kunosanganisira mutengo, chero zvimwe zvisipo zvisipo uye kukanganisa kwakangoitika, kana nezve 83% yemari yemari.

TABLE 3

q_3 q_2 q_1 dm emc EMTs const
Coeff -949 -1,402 -2,294 12 44 77 5,039
zvinoreva 0.37 0.37 0.11 109.23 6.11 4.94 1
$4,875 - $ 352 - $ 521 - $ 262 $1,305 $269 $379 $4,057
ukoshi -7.20% -10.70% -5.40% 26.80% 5.50% 7.80% 83.20%

mhedziso

Kudzoreredzwa kwakajairika kwakapa imwe nzira yekupa ruzivo mukutarisana nedata rakasviba, sezvazvinowanzoitika muchirongwa chekuyedza chekambani. Kudzvinyirira zvakare kunopa mupiro kumari yemari pamwe nebhizinesi rezve ROI. Kudzoreredza zvakajairika imwe nzira yehunyanzvi maererano nemarcomm kukosha.

ir? t = marketingtechblog 20 & l = as2 & o = 1 & a = 0749474173

2 Comments

  1. 1

    Nice alternative to a practical issue, Mike.
    In the way you have done, I guess there is no overlap of target communicators in the immediate prior weeks. Otherwise would you have an auto-regressive and / or time-lagged component?

  2. 2

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