Marcom Kuongorora: Imwe nzira kune A / B Kuedza
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:
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 | 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
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
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.