Uvavanyo lweMarcom: Enye indlela yokuvavanywa kwe-A / B

Ububanzi bobubanzi

Ke sihlala sifuna ukwazi ukuba njani marcom (unxibelelwano lokuthengisa) luyenziwa, zombini njengesithuthi kunye nephulo lomntu ngamnye. Ekuvavanyeni i-marcom kuqhelekile ukusebenzisa uvavanyo olulula lwe-A / B. Le yindlela apho iisampulu ezingahleliwe zivelisa iiseli ezimbini zonyango lonyango.

Iseli enye ifumana uvavanyo kwaye enye iseli ayiyi kuyenza. Ke inqanaba lokuphendula okanye ingeniso yomvuzo ithelekiswa phakathi kweeseli ezimbini. Ukuba uvavanyo lweseli ligqithisile kwiseli yolawulo (ngaphakathi kovavanyo lweeparameter zokuphakamisa, ukuzithemba, njl.njl.) Eli phulo lithathwa njengelibalulekileyo kwaye lilungile.

Kutheni usenza enye into?

Nangona kunjalo, le nkqubo ayinako ukuvelisa ukuqonda. Ayilungisi kwanto, yenziwa kwisithuba, ayiniki mpembelelo kwisicwangciso kwaye akukho zilawuli zezinye izinto ezikhuthazayo.

Okwesibini, amaxesha ngamaxesha, uvavanyo luye lwangcoliseka kuba ubuncinci iiseli eziye zafumana ezinye izibonelelo ngengozi, imiyalezo yophawu, unxibelelwano, njl. Bavavanya kaninzi-ninzi. Akukho nto bayifundayo, ngaphandle kokuba uvavanyo alusebenzi.

Kungenxa yoko le nto ndincoma ukusebenzisa uxinzelelo oluqhelekileyo ukulawula zonke ezinye izinto. Ukunyanzeliswa kwemodeli ikwanika ukuqonda kumaxabiso e-marcom anokuthi avelise i-ROI. Oku akwenziwa kwisithuba, kodwa kunika ukhetho njengephothifoliyo yokwandisa uhlahlo-lwabiwo mali.

Umzekelo

Masithi besivavanya ii-imeyile ezimbini, uvavanyo ngokuchasene nolawulo kwaye iziphumo zabuya zingengqondo. Emva koko safumanisa ukuba isebe lethu lophawu ngengozi lithumele i-imeyile ngokuthe ngqo (ubukhulu becala) kwiqela lolawulo. Eli qhekeza alicwangciswanga (kuthi) kwaye alibalwanga ngokungakhethi iiseli zovavanyo. Oko kukuthi, iqela leshishini-njengesiqhelo lafumana i-imeyile yesiqhelo ngokuthe ngqo kodwa iqela lovavanyo – olwalubanjelwe ngaphandle-aluzange. Oku kuqhelekile kwinkampani, apho elinye iqela lingasebenziyo linxibelelana nenye iyunithi yeshishini.

Ke endaweni yokuvavanya apho umqolo ngamnye ungumthengi, siqengqa idatha ngexesha, yithi veki nganye. Sidibanisa, ngeveki, inani lovavanyo lwe-imeyile, ukulawula ii-imeyile kunye nokuthumela ngokuthe ngqo ii-imeyile. Sikwabandakanya izinto eziguquguqukayo ezibini kwiakhawunti yexesha, kule meko ngekota. ITHEYIBHILE 1 ibonisa uluhlu lwezinto ezihlanganisiweyo kunye novavanyo lwe-imeyile oluqala kwiveki ye-10. Ngoku senza imodeli:

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

Imodeli yokuhlengahlengiswa kwesiqhelo njengoko yenziwe ngasentla ivelisa iTHEBULA 2. Faka ezinye izinto ezizimeleyo ezinomdla. Isaziso esithile kufuneka ukuba (net) ixabiso alifakwanga njengokwahluka okuzimeleyo. Kungenxa yokuba ingeniso yomnatha kukuhluka okuxhomekekileyo kwaye kubalwa njenge (net) ixabiso * ubungakanani.

ISIBHILE 1

impela-veki uvavanyo iqeqs 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

Ukubandakanya ixabiso njengokwahluka okuzimeleyo kuthetha ukuba nexabiso kumacala omabini e-equation, engafanelekanga. (Incwadi yam, Uhlalutyo lweNtengiso: Isikhokelo esiSebenzayo kwiNzululwazi yeNtengiso yoNene, ibonelela ngemizekelo ebanzi nohlalutyo lwale ngxaki yohlalutyo.) I-R2 ehlengahlengisiweyo yale modeli ngama-64%. (Ndilahle i-q4 ukunqanda isicupho sedummy.) Emc = ukulawula i-imeyile kunye ne-emt = uvavanyo lwe-imeyile. Zonke izinto eziguquguqukayo zibalulekile kwinqanaba le-95%.

ISIBHILE 2

q_3 q_2 q_1 dm emc EMTs nengngqi
Umlingane -949 -1,402 -2,294 12 44 77 5,039
st 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

Ngokuya kuvavanyo lwe-imeyile, i-imeyile yovavanyo yaphumelela i-imeyile yokulawula nge-77 vs 44 kwaye ibaluleke kakhulu. Ke, ukubalwa kwezinye izinto, uvavanyo lwe-imeyile lusebenze. Olu lwazi luza naxa idatha ingcolisiwe. Uvavanyo lwe-A / B alunakuyivelisa le nto.

ITHEYIBHILE 3 ithatha ii-coefficients ukubala ixabiso le-marcomm, igalelo lesithuthi ngasinye ngokwemali engenayo. Oko kukuthi, ukubala ixabiso le-imeyile ethe ngqo, umlingani we-12 uphindaphindwe ngenani elichazayo leeposi ezithunyelwe nge-109 ukufumana i-1,305 yeedola. Abathengi bachitha umyinge we-4,057 yeedola. Ngaloo ndlela $ 1,305 / $ 4,057 = 26.8%. Oko kuthetha ukuba i-imeyile ethe ngqo inegalelo phantse kwi-27% yengeniso iyonke. Ngokwe-ROI, i-imeyile ngqo ezili-109 zivelisa i-1,305 yeedola. Ukuba ikhathalogu ixabisa i $ 45 emva koko I-ROI = ($ 1,305 - $ 55) / $ 55 = 2300%!

Kuba amaxabiso ebengafani ngokwahlukeneyo, kuhlala kugqitywa ukuba ifuthe lexabiso lingcwatywa rhoqo. Kule meko ukungaguquguquki kwama-5039 kubandakanya amaxabiso, naziphi na ezinye izinto ezikhoyo ezingekhoyo kunye nempazamo engaqhelekanga, okanye malunga ne-83% yengeniso yomvuzo.

ISIBHILE 3

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

isiphelo

Ukuhlengahlengiswa kwesiqhelo kubonelela ngenye indlela yokubonelela ngolwazi ebusweni beenkcukacha ezingcolileyo, njengoko kuhlala kunjalo kwiskimu sovavanyo lweshishini. Ukunyanzeliswa kukwabonelela ngegalelo kwingeniso eseleyo kunye nemeko yeshishini kwi-ROI. Ukulungiswa kwakhona okuqhelekileyo yenye indlela ngokubhekisele kumaxabiso e-marcomm.

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

2 Comments

  1. 1

    Enye indlela elungileyo kumba osebenzayo, uMike.
    Ngendlela owenze ngayo, ndiyaqikelela ukuba akukho kunxibelelana kwabanxibelelanisi ekujoliswe kubo kwiiveki ezingaphambili. Ngaphandle koko ubuya kuba ne-auto-regression kunye / okanye ixesha elishiye ixesha?

  2. 2

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