Ukulinganiswa kweMarcom: Enye indlela yokuhlola i-A / B

imbulunga ntathu

Ngakho-ke njalo sifuna ukwazi ukuthi kanjani marcom (ukumaketha ukuxhumana) kuyasebenza, kokubili njengemoto kanye nomkhankaso ngamunye. Ekuhloleni i-marcom kuvamile ukusebenzisa ukuhlolwa kwe-A / B okulula. Le yinqubo lapho ukusampula okungahleliwe kugcwalisa amaseli amabili ekwelashweni komkhankaso.

Iseli elilodwa lithola isivivinyo kanti elinye ngeke likuthole. Ngemuva kwalokho isilinganiso sempendulo noma imali engenayo iqhathaniswa phakathi kwamaseli amabili. Uma iseli lokuhlola lidlula iseli lokulawula (ngaphakathi kwamapharamitha wokuhlola wokuphakamisa, ukuzethemba, njll.) Umkhankaso uthathwa njengobalulekile futhi omuhle.

Kungani Wenza Okunye?

Kodwa-ke, le nqubo ayinakho ukwenziwa kokuqonda. Alwenzi lutho, lwenziwa endaweni engenamuntu, alunamthelela kumasu futhi azikho izilawuli zokunye okwenziwayo.

Okwesibili, imvamisa, ukuhlolwa kungcoliswe ngokuthi okungenani elilodwa lamangqamuzana lithole ngephutha ezinye izinhlinzeko, imiyalezo yomkhiqizo, ezokuxhumana, njll. Kukangaki imiphumela yokuhlolwa ibhekwa njengengahambelani, futhi engeyona eyemizwa? Ngakho bavivinya kaninginingi. Abafundi lutho, ngaphandle kokuthi ukuhlolwa akusebenzi.

Kungakho ngincoma ukusebenzisa ukuhlehla okujwayelekile ukulawula zonke ezinye izinto. Ukumodeliswa kokuhlehliswa futhi kunikeza ukuqonda ekulinganisweni kwe-marcom okungakhiqiza i-ROI. Lokhu akwenziwa ngaphandle, kodwa kunikeza izinketho njengephothifoliyo yokwandisa isabelomali.

Isibonelo

Masithi besivivinya ama-imeyili amabili, ukuhlolwa kuqhathaniswa nokulawulwa futhi imiphumela ibuyile ingeyona eyemizwa. Sibe sesithola ukuthi ngephutha umnyango wethu womkhiqizo uthumele ucezu lweposi ngqo (ikakhulukazi) eqenjini lokulawula. Le ngcezu ibingahlelwanga (yithina) noma ibalwe ngokukhetha ngokungahleliwe amaseli wokuhlola. Lokho wukuthi, iqembu elenza ibhizinisi njengokujwayelekile lithole i-imeyili ejwayelekile kodwa iqembu lokuhlola – ebelibanjelwe ngaphandle - alizange likuthole. Lokhu kujwayelekile enhlanganweni, lapho iqembu elilodwa lingasebenzi noma lixhumana nelinye ibhizinisi.

Ngakho-ke esikhundleni sokuhlola lapho umugqa ngamunye uyikhasimende, sihlanganisa idatha ngesikhathi, yisho masonto onke. Sihlanganisa, ngeviki, inani lama-imeyili wokuhlola, ama-imeyili wokulawula nama-imeyili aqondile athunyelwe. Siphinde sifake okuguquguqukayo kanambambili okuphendula isizini, kulokhu njalo ngekota. ITHEBULA 1 likhombisa uhlu oluncane lokuhlanganisiwe nokuhlolwa kwe-imeyili okuqala ngeviki le-10. Manje senza imodeli:

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

Imodeli ejwayelekile yokuhlehla njengoba ihlelwe ngenhla ikhiqiza ukuphuma kweTHEBULA 2. Faka noma yikuphi okunye okuhlukile okuzimele okuthakaselwayo. Kwesaziso esithile kufanele kube ukuthi (inani) lentengo alifakwanga njengokuhluka okuzimele. Lokhu kungenxa yokuthi imali isiyonke ingukuhluka okuxhomekile futhi ibalwa njenge- (inani) lentengo * ubuningi.

Ithebula 1

isonto em_test emcc 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

Ukufaka intengo njengokuhluka okuzimele kusho ukuba nentengo ezinhlangothini zombili zesibalo, okungafanelekile. (Incwadi yami, I-Marketing Analytics: Umhlahlandlela Osebenzayo Wokukhangisa Kweqiniso, inikeza izibonelo ezibanzi nokuhlaziywa kwale nkinga yokuhlaziya.) I-R2 elungisiwe yale modeli ingama-64%. (Ngilahle i-q4 ukugwema isicupho se-dummy.) Emc = control email and emt = test imeyili. Zonke izinto eziguqukayo zibalulekile ezingeni lama-95%.

Ithebula 2

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

Ngokuya nge-imeyili yokuhlola, i-imeyili yokuhlola yenze ngempumelelo i-imeyili yokulawula ngo-77 vs 44 futhi yayibaluleke kakhulu. Ngakho-ke, ukubala ezinye izinto, i-imeyili yokuhlola isebenze. Lokhu kuqonda kuza noma ngabe idatha ingcolisiwe. Ukuhlolwa kwe-A / B bekungeke kukhiqize lokhu.

ITHEBULA 3 lithatha ama-coefficients ukubala ukulinganiswa kwe-marcomm, umnikelo wemoto ngayinye ngokwemali engenayo. Lokho wukuthi, ukubala inani leposi eliqondile, i-coefficient ye-12 iphindaphindwa ngenani elisho lama-imeyili aqondile athunyelwe ayi-109 ukuthola i- $ 1,305. Amakhasimende asebenzisa inani elilinganiselwa ku- $ 4,057. Ngakho-ke $ 1,305 / $ 4,057 = 26.8%. Lokho kusho ukuthi iposi eliqondile linikele cishe ngamaphesenti angama-27 emali engenayo isiyonke. Ngokuya nge-ROI, ama-imeyili aqondile ayi-109 akhiqiza u- $ 1,305. Uma ikhathalogi ibiza u- $ 45 ngaleso sikhathi I-ROI = ($ 1,305 - $ 55) / $ 55 = 2300%!

Ngoba intengo ibingeyokuhluka okuzimele, kuvame ukuphethwa ngokuthi umthelela wentengo ungcwatshwe kokungaguquguquki. Kulokhu ukuguquguquka okungama-5039 kufaka intengo, noma yikuphi okunye okuguqukayo okungekho nephutha elingahleliwe, noma cishe amaphesenti angama-83 emali engenayo iyonke.

Ithebula 3

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

Isiphetho

Ukuhlehla okujwayelekile kunikeze enye indlela yokunikeza ukuqonda lapho kubhekene nemininingwane engcolile, njengoba kuvame ukwenzeka ohlelweni lokuhlola izinkampani. Ukuhlehliswa futhi kunikela ngokufaka imali kumali engenayo kanye necala lebhizinisi le-ROI. Ukuhlehla okujwayelekile kuyindlela ehlukile ngokuya ngamanani we-marcomm.

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

2 Amazwana

  1. 1

    Enye indlela enhle odabeni olusebenzayo, uMike.
    Ngendlela owenze ngayo, ngicabanga ukuthi akukho ukugqagqana kwabaxhumanisi abakhonjiwe emasontweni adlule. Ngaphandle kwalokho ubuyoba nengxenye ezenzakalelayo kanye / noma eyele isikhathi?

  2. 2

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