Yintoni i-algorithmic ye-algorithmic yentengiso yeendaba?Ulwazi oluhamba ngefomula yentengiso

Intengiso ngumdlalo ochitha imali ukuze ukhuphisane ukuze uthenge umthamo, kwaye intengiso yokuqukuqela kolwazi injalo.Kusafuneka ihambelane nezalathi ezibini ezingundoqo zeendleko (CPA=cpm/ctr*cvr) kunye nomthamo (conversion volume=exposure* ctr*cvr) Kukwayimfuneko ukongeza imiba yefaneli kuwo onke amanqanaba.

Yintoni i-algorithmic ye-algorithmic yentengiso yeendaba?

Ulwazi lokuhamba kwentengiso nje ngenxa yokongezwa kwee-algorithms ezikrelekrele, kufuneka sifunde kuphela abakhuphisana kunye nabasebenzisi, kodwa kunye ne-algorithms yomatshini, kuba kuqikelelwa kuqala, kwaye olu qikelelo lubandakanya ukuba ichanekile, iphezulu okanye iphantsi Kwaye ingxaki umatshini umvuzo (iqonga intengiso imbuyekezo), nto leyo enxulumene nokuba uyakwazi ukuwela isangqa (0-1 ukuvezwa isiqalo esibandayo kunye nokulandela imodeli ukuvuthwa isikali).

Ukongeza, ngenxa yokuba luhlobo lwentengiso yokufumana abantu, uhlaziyo lwezixhobo (ujoliso kukuchaza kuphela ukugubungela isihlwele, ukuyila sisitshixo sokuyitsala) kunye nemibundu (kwelinye icala, abasebenzisi bayahlaziya. iqonga elingenanjongo, kunye neqonga Umda womxholo uphezulu, kwaye ukuxelisa iimveliso ezikhuphisanayo kuya kubangela ukungabikho kokukhanga kwezinto) kuphezulu kunezinye iifom zentengiso.

Ulwazi oluhamba ngefomula yentengiso

Ngoko ke, ekuphenduleni isibheno, uhlalutyo lwethu lweentengiso zokuhamba kolwazi lufumene ukuba kufuneka sisombulule ezi ngxaki zintathu zilandelayo, ezichazwe ngokulandelelana: (injongo ephambili yiziphumo ezincedisayo ezimbini zokuqala)

1. Ii-algorithms zoomatshini: Ukuqala okubandayo kunye neeModeli

Siyazi ukuba ingeniso yentengiso yeqonga kukwandisa ixabiso le-ECPM (ECPM=cpa*Pctr*Pcvr*bid) Ukuqwalasela izinto ezahlukeneyo zokulawula amaza afana namava omsebenzisi, ukulinganiswa kusekelwe kwixabiso le-ECPM.Kule fomula, ekuphela kwento enokumiselwa yi-bid cpa yakho (i-bid factor ihlengahlengiswa ngokokuba izinto ezifana neendleko kunye nohlahlo lwabiwo-mali ziyahlangabezana neemfuno zabathengisi). Uqikelelo alwenziwanga ngomoya omncinci, lufuna ireferensi yedatha yembali, inikwe ithuba langaphambili, emva kokuvezwa kokwenyani, ingxelo yedatha ifunyenwe kwaye iiparamitha ezintsha zongezwa ngaphambi kohlengahlengiso.Kwaye le datha yembali yireferensi yeempawu zabasebenzisi eziguquliweyo zangaphambili, izixhobo, iiakhawunti, amashishini, njl.Emva koqikelelo ngalunye, idatha yengxelo yokwenyani iyavezwa, kwaye ke iiparamitha zihlengahlengiswa ukuze zigqibe ukuba zingene kwi-pool yetrafikhi elandelayo.Ingqikelelo ephantsi isezantsi kunovezi kwaye ixabiso eliqikelelweyo liphezulu, kwaye uqikelelo luyahambelana nedatha eyiyo. (Idatha yangempela iphezulu kwaye umthamo uyaqhubeka nokunyuka, kwaye idatha yokwenyani iphantsi ukunciphisa impembelelo yempembelelo yokulungiswa kwevolumu).

(1) Isiqalo esibandayo

I-akhawunti endala okanye isicwangciso siya kuba nedatha yembali njengereferensi. Kwi-akhawunti entsha kunye nesicwangciso esitsha, njani ukuqikelela ngaphandle kwedatha?Ngoko ke, kukho ukulingwa kunye neendleko zephutha kunye nexesha lokulingwa kunye nephutha kude kube ukuzinza kwemodeli kunelisekile (umzekelo uzinzile xa inani lifikelela kumgangatho, ngakumbi inani, imodeli echanekileyo).Kufuneka sifumane idatha yokwenyani phambi kokuba senze isigwebo.Xa ukuvezwa kungaphumeleli, kusenokwenzeka ukuba inkqubo icinga ukuba ixabiso le-ECPM ngokwenene alikho phezulu.Sinokwandisa izinto ezinokuqwalaselwa, kodwa kunokwenzeka ukuba sicinga ukuba ilungile, kwaye inkqubo icinga ukuba ayilunganga.kufuneka kusetyenziswe ezinye iindlela.Kuthatha i-1-5000 yemibono okanye ngaphezulu ukufumana ubuncinane inguquko enye.

Ukuze udlulise ukuqala okubandayo ngokukhawuleza de imodeli izinzile, nantsi ifomula,Isiqalo esibandayo = i-bid ephezulu ye-DMP iphakheji yepaki yesihlwele icuthene kuqala kwaye emva koko ixesha lohlahlo lwabiwo-mali olubanzi lwembali

Ibhidi ephezulu: iphezulu kune-bid ye-avareji yoshishino, efana ne-20% okanye ngaphezulu, kwaye emva koko iyancipha i-bid ephezulu ukuze ubone ingxelo yedatha yokwenyani, ekwangumvuzo womatshini, ithwala imiphumo yale ndleko ephezulu, kodwa kufuneka dibanisa ibhajethi encinci kwaye ufumane ingxelo yedatha kwaye uyilungelelanise.Ukuba kukho ingxelo yedatha evela kwibhidi ephezulu, inokuthotywa kwakhona, kwaye ukuba kusekho umthamo, uvavanyo luphumelele.

Iphakheji yesihlwele ye-DMP: Xa kungekho datha ekubhekiselele kuyo kwintengiso, kufana nomatshini okhangela inaliti kwi-haystack kwaye awukwazi ukuzama okunokwenzeka nganye nganye Ukunciphisa iindleko kunye nexesha, isihlwele esiguquliweyo ( hayi intengiso yeqonga) isetyenziselwa ukufihla kunye nokulayisha iphakheji ye-ID, kwaye uvumele inkqubo Kule modeli yesihlwele, yandise uvavanyo.

Iphakheji yesihlwele sabantu: Ukuba awunayo nedatha yokuguqulwa kwembali, ungasebenzisa ipakethe yesihlwele sabantu.Abangaphambili sele bekunceda ukuba uphume kumzekelo, kwaye okukhona ishishini likhula, kokukhona ichaneka ngakumbi le phakheji yesihlwele. Ewe kunjalo, inokuphinda isetyenziswe kwi-Crossover operation yenziwa kwi-DMP ukufumana imodeli yayo yesihlwele.

Kumxinwa kuqala, emva koko banzi: Ukuba ezi zimbini iindlela zoncedo zingasentla kunzima ukwakha imifuziselo, efana nemizi-mveliso engathandwayo, kuyacetyiswa ukuba kusetyenziswe ezinye iindlela zokuqhelanisa eziqhelekileyo ukucutha kuqala kwaye kubanzi ukuvavanya. (Abasebenzisi bentengiso bajongiwe ngaphandle kwesihlwele ekujoliswe kuso, kodwa ukhuselo oluqikelelweyo lufuna ukujongwa).

Izinto zembali: Uqikelelo aluyi kudibanisa kuphela iimpawu zomsebenzisi (umzekelo wesibheno), kodwa kuxhomekeke kubuchule kunye nephepha. elidlulileyo.Khuphela okanye ufunde kumanqaku aphambili kwimathiriyeli esebenzayo. (ukukhuphela, imifanekiso, imiboniso,uphawu, izixhaso, umculo, ubude bexesha, njl.njl., bacazulule imathiriyeli yokuyila, bayiqhawule, baze bayidibanise kwakhona. )

Uhlahlo lwabiwo-mali: Lo ngumbono ochaphazela umthamo, kwaye ixabiso elincinci liya kuthathwa kunye ne-akhawunti, ibhalansi, isicwangciso, iqela kunye nentengiso. (Ezinye iinkcukacha zichazwe ngezantsi)

Ixesha: Okwangoku, iqonga ngalinye linexesha elahlukileyo lokuqalisa okubandayo, ubuncinci kuyacetyiswa ukuba uligcine kangangeentsuku ezingama-2-7.

2. Imodeli yokubala yokufakwa kwentengiso yokuhanjiswa kolwazi

1. Ubungakanani

Okukhona likhulu inani loguqulo, kokukhona kwanele umlinganiselo wedatha, kwaye kokukhona uchaneka ngakumbi uqikelelo.Ngoku iqonga linamanani angama-0 ngokuthe ngqo kwi-algorithm ekrelekrele (kwakhona isekelwe kwidatha eyaneleyo kumashishini afanayo).Iimfuno zeqonga ngalinye ziyahluka, 6, 10, 20, 50 okanye nangaphezulu, oko kukuthi, uhlahlo lwabiwo-mali lwesibhengezo kufuneka lwanele ukufezekisa uzinzo lwemodeli.Kodwa kukwaxhomekeke kwiindleko zolu tshintsho kwishishini lakho kunye namandla akho ohlahlo lwabiwo-mali.Ukuba ishishini yuan ezimbalwa okanye amashumi yuan, ngoko ke uguqulo 50 iya kuba iwaka yuan ibhajethi, kodwa kwamanye amashishini, i-avareji CPA inokufikelela kumakhulu okanye amawaka, unokuseta ubuncinane uguqulo lwebhajethi yedatha ukuthintela iindleko ukusuka. ukuba phezulu kakhulu..

2. (Izixhobo zokuguqula isihlwele)

Ngokumalunga nokuqhawula imodeli, kunokuqondwa ukuba i-demographics eyahlukeneyo ibona izinto ezahlukeneyo kwiindlela ezahlukeneyo zokuguqula, kunye nenqanaba leebhidi liya kuchaphazela imodeli (i-pool ye-traffic yokuvavanya iyahluka).Iindlela zokuguqula ezinzulu (ezifana nokuthenga ngokuthe ngqo, okanye ukuthengwa kwamaxabiso ahlukeneyo eyunithi yomthengi, njenge-yuan eyi-1 kunye ne-9 yuan, iimveliso zeyuan ezingama-49.) Okukhona kunzima, ngokuqinisekileyo, oku kuxhomekeke ishishini. (Ukuba kukho amashishini afana neefom zemfundo kunye nokuthengwa okuthandwayo, kucetyiswa ukuba kusetyenziswe indlela efanayo yokufunda kwidatha yereferensi).

2. Uhlaziyo lwezinto

Siza kuzoba ngokwethu okanye idatha yembali yoshishino njengexabiso eliqikelelweyo langaphambili ukuze imodeli ifumaneke kakuhle.Kodwa emva kokuhamba ngemodeli, kuya kujongana nokwehla kwezinto.Ngaphezu koko, njengoko kukhankanyiwe ngasentla, ingundoqo yentengiso yokuhamba kolwazi yizinto eziphathekayo, kwaye i-orientation ichaza kuphela iqela elihlanganisiweyo, livumela inkqubo ukuba ifumane ezi mpawu, kodwa ekugqibeleni, ukuba umsebenzisi wenza okanye akaxhomekeke kwizinto eziphathekayo.Oku kubandakanya ubungakanani bemathiriyeli, ukuphindaphindwa kokukhutshwa okutsha, indawo yokuthengisa, indlela yokubonakalisa, kunye nomthombo wempembelelo. (inkcukacha ngezantsi)

3. Iinjongo eziphambili: ixabiso kunye nomthamo

Ukwandiswa kwezi ngxaki zimbini zingasentla kusafuna ukubuyela kwiinjongo zethu ezingundoqo zokugqibela: ixabiso (CPA=cpm/ctr*cvr) kunye nomthamo (ukuguqulwa kwevolyum=exposure*ctr*cvr), ekufuneka iqhaqwe njengeentengiso ze-SEM. kukusombulula imiba yempembelelo yokuvezwa, i-cpm, i-ctr, kunye ne-cvr kunye nezenzo zokuphucula ezinokuthi zenziwe.

(1) Ukutyhileka

1. Izinto zangaphandle: imisebenzi yemihla ngemihla yeqonga, ubude bexesha, ithoni yomsebenzisi, iimveliso ezikhuphisanayo (ubuninzi, ishedyuli, ibhidi), iiholide, ukulawulwa rhoqo (njengemifanekiso emikhulu, inani leentengiso ezifanayo, njl. njl.)

2. Izinto zangaphakathi: i-orientation, ixabiso le-ecpm (cpa * Pctr * Pcvr * bid), uhlahlo lwabiwo-mali, ixesha lexesha, i-akhawunti eninzi, indawo yokukhangisa, uhlobo lwezinto eziphathekayo (nokuba ngaba zonke iindidi), imodi yokuhlawula, imodi yomthamo, njl.

(2) ctr

Indawo yentengiso, imathiriyeli, isimbo, ixesha, isihlwele, njl.njl. (Isaxhomekeke kutshintsho lwangaphandle lwemarike kunye nokusingqongileyo komsebenzisi)

(3) cvr

Isihlwele, iphepha (ungeniso lokuguqulwa komxholo), ukuhambelana kwephepha lokudala, njl.

(4) ixabiso le-cpm

Ibhidi yobuqu, ukhuphiswano lweshishini, ibhidi esekwe eqongeni

0. Umgaqo we-1 ~ XNUMX wokungena kwimodeli ye-algorithm yokuthengisa ukuhamba kolwazi

Apha siza kucokisa ngakumbi okanye songezelele, ngawaphi amanyathelo ekufuneka enziwe kwinkqubo ye-0-1 yentengiso yokuhanjiswa kolwazi?

Isibhengezo esilungileyo kukuchukumisa abantu abafanelekileyo (injongo, imodeli yesihlwele) ngendlela efanelekileyo (iimveliso, izinto eziphathekayo, iindawo zokuthengisa) ngexesha elifanelekileyo nakwimeko efanelekileyo (iqonga, indawo yentengiso), kwaye kwangaxeshanye kufuneka ilinganiswe ngexabiso eliphantsi.

imveliso yenkampani:

Kuphela xa imveliso inenzuzo yokwahlukana kwe-monopoly, imveliso inenzuzo yokuguqulwa, ngaphandle koko kuxhomekeke kukhuphiswano lwesiteshi.Uninzi lwabo luhlalutya iingenelo zeemveliso zenkampani yabo kwimeko yokukhuphisana kweemarike ezipheleleyo, ukuphepha amandla emveliso ekhuphisanayo, kwaye banokubetha iintlungu zabasebenzisi, ukwenzela ukuba zibonakaliswe kwizinto ezilandelwayo.Emva kokuqonda izibonelelo zeemveliso zenkampani, unokufumana indawo yokuthengisa izinto ezinokuthi zenziwe ngaphandle.

(1) Inkampani: Kubandakanya ixesha lokusekwa, imvelaphi, indalo, isikali, imbeko, inkonzo, iimeko kunye neminye imilinganiselo yokuhlalutya, ukuba kukho indawo yokuthengisa yangaphandle.

(2) Imveliso: Khipha amanqaku anokuthi akhutshwe ngaphandle kwiinkxalabo zabasebenzisi ezifana nexabiso, umsebenzi, imvakalelo kunye nesiganeko.

Ulwazi ngeqonga:

(1) I-algorithm yedatha: kubandakanya imisebenzi yemihla ngemihla yeqonga, imikhwa yokusetyenziswa kunye nobude, ubungakanani bedatha, kunye neendlela zokuqhelaniswa.

(2) Imizobo yabasebenzisi: ubukhulu becala ukuhlalutya ithoni yabasebenzisi beqonga, kunye nesitayile sokukopa kunye nesimbo abasithandayo.

Ulwazi lomsebenzisi: imifanekiso yomsebenzisi, iimfuno zabasebenzisi, iinkxalabo zabasebenzisi, ukusetyenziswa komsebenzisi

(1) Umfanekiso womsebenzisi: iimpawu zendalo, iimpawu zesixhobo, iimpawu zomdla, iimpawu zokuziphatha (ukukhangela,Ezorhwebo, ezentlalo, i-APP, LBS)

(2) Iimfuno zabasebenzisi: inkuthazo esisiseko kunye neentlungu zabasebenzisi ukusebenzisa imveliso / inkonzo yakho

(3) Ugxininiso lomsebenzisi: oko kukuthi, isizathu sokuba abasebenzisi bakhethe wena. (ukusuka kwimveliso kunye noqinisekiso)

(4) Ukusetyenziswa komsebenzisi: amandla okusebenzisa, i-psychology yokusetyenziswa, ingcamango yokusetyenziswa

Olu lwazi lungentla lunokusetyenziswa kwizixhobo zesalathisi, iimephu zemfuno yegama elingundoqo, iingxelo zoshishino, uhlalutyo lwemveliso ekhuphisanayo, impendulo yodliwano-ndlebe yodliwano-ndlebe lwabasebenzisi, iiplatifomu zoluntu lwentlalontle, uhlalutyo lwe-advertising ye-DMP portrait, udliwano-ndlebe lokuthengiswa kwenkonzo yabathengi, uhlalutyo lwedatha ye-CRM, njl.

Ulwazi lwemveliso ekhuphisanayo: Ikakhulu ihlalutya amanqaku ayo okuthengisa angaphandle kunye nolwazi lwemveliso yenkampani, kwaye ifumana amanqaku ahlukeneyo okuthengisa anokuphepha iingenelo zayo kodwa anelise abasebenzisi ekujoliswe kubo.

Ukwahlulahlula kwesihlwele: eyona nto iphambili, ekujoliswe kuyo, abantu abanokubakho kunye nendlela yokujolisa kubo

Ujoliso olungundoqo: amagama (afana neempawu, abakhuphisana nabo), iinguqulelo ze-dmp, ukuziphatha (landela, khangela, ukuthenga, ukukhuphela, i-LBS ngokwayo okanye okhuphisana nabo)

Ujoliso: amagama (afana neemveliso zamayeza enziwe afana nalawo enziwe ngabenzi), iipakethe zeshishini, eyona midla iphambili

Ukuziqhelanisa okunokwenzeka: amagama (anje ngesihlwele, amagama oshishino), imidla enxulumene nenqanaba lesibini nelesithathu

Iphepha loyilo:

(1) Amaqela ahlukeneyo abantu banokusebenzisa amanqaku ahlukeneyo okuthengisa okudala, njengophawu oluphambili lweqela kunye nemisebenzi, eyona ndawo iphambili yokuthengisa imveliso yeqela ekujoliswe kuyo, kunye neqela elinokubakho ligxininise kwizaphulelo zentlalontle kunye nokudala iminqweno yenzala, amanqaku eentlungu kunye ukukhulisa ixhala, njl.

(2) Thatha imfundo njengomzekelo: abantu (ootitshala, abafundi, abancedisi bokufundisa, abazali, umntu omnye/abantu abaninzi), oomatshini (iipropu), izixhobo (iincwadi, iibhokisi zezipho, iincwadi, iipeni, amanqaku, iimephu zengqondo), iindlela (iindlela, iZakhono, amanqaku olwazi), kunye nezinto ezinxulumeneyo ezibandakanyekayo kwiringi (igumbi lokufundela, usapho, uluntu) ziyachithwa kwaye zidityaniswe.

(3) Iimo zokuthetha: umzobo (imifanekiso emithathu, umfanekiso omkhulu, umfanekiso omncinci, igridi, i-engile), ividiyo (usasazo lomlomo, iploti, ipeyintwe ngesandla, ppt...).

(4) Ulandelelwano lovavanyo: abaninzi njengenye, emva koko ukusuka kwenye ukuya kwezininzi. (Uvavanyo lweefom zezixhobo zokuthengisa ezininzi, fumana imathiriyeli yevolumu esebenzayo, kwaye wandise malunga nemathiriyeli).

(4) Ulwazi lwephepha: umgaqo ofanayo kunye necandelo lekhasi le-SEM (ngokukodwa qaphela ukuba umfanekiso wentloko kunye nomgangatho wangaphandle unxulumene kakhulu okanye uhambelana, kwaye umfanekiso wokudala uguqulwa ngokuthe ngqo).

(5) Imithombo yemibono: izixhobo zokuphefumlela ngokuyilayo kwiiplatifomu zentengiso, ukufunda ngesandla, izixhobo zokukhasa ezithathu, iimephu zemfuno yegama elingundoqo, njl.

Uhlahlo lwabiwo mali:

1. Uhlahlo lwabiwo-mali

（1）、1.5-2倍转化目标数量预算。（如单日100转化量，cpa为100，则可设置15000-20000）。

(2), kungcono ukuba kungabi ngaphantsi kwe-1.5 amaxesha ohlahlo lwabiwo-mali oluchanekileyo. (Ukuba ukusetyenziswa kwangempela yi-10000, akufanele kube ngaphantsi kwe-15000).

(3) Iiakhawunti kunye namaqela eentengiso anokusetwa Kukho umahluko omncinci phakathi kwezicwangciso zesicwangciso kunye nohlahlo lwabiwo-mali lokugqibela luxhomekeke kwixabiso elincinci le-balance balance, i-akhawunti, isicwangciso kunye neqela, kunye ne-balance balance ekhoyo yesibhengezo iya kusetyenziswa.

(4) Izibhengezo zezinto ezitsha ziya kufakwa yonke imihla ukuze zigcinwe, kwaye uhlahlo lwabiwo-mali lwenani leemodeli ezizinzileyo eziguqulelwe ngosuku olunye lwentengiso kufuneka lubekelwe bucala ukulungiselela izibhengezo ezikwi-intanethi ngaxeshanye. (Umzekelo, kumashishini ane-CPA ephezulu, bekela bucala iibhajethi ze-CPA ezi-6 kwintengiso enye) Ukuba i-CPA yi-1, uhlahlo lwabiwo-mali lwesibhengezo esinye kufuneka lube ngama-100 ubuncinane. 600-1200 iintengiso ngaxeshanye.Jonga idatha kwiiyure zokuqala ezingama-2, susa ngokukhawuleza iintengiso ezinedatha embi, kwaye ukhuphe ezintsha.

2. Ibhidi

(1) Ibhidi ngoshishino kunye nokukhangela okanye iCPA eyamkelekileyo, kwaye inyuke nge-5% ngokwesiseko sebhidi ecetyisiweyo.

(2) Ukuba akunakwenzeka ukuqala kwindawo ebandayo kwaye akukho datha, yandisa ibhidi kude kubekho ukusebenza kwedatha. (Ukubonakaliswa okungaphezulu kwe-3000-5000 kwaye emva koko ujonge kwaye ulungelelanise)

(3) Ukuba akukho ngxelo yedatha, idibaniso yokuhlawula kunye nokuqhuba imodeli yevolumu, uhlahlo lwabiwo-mali oluncinci, kunye neenjongo zokuguqulwa ezinzulu zingasetyenziselwa ukuqokelela idatha yokuguqulwa kunye nokujonga izinto kunye nezihlwele. (ezifana ne-cpm, cpc ivolumu ebaleka ngokukhawuleza).

uhlalutyo lwedatha:

Ngokuthe nkqo: Gxininisa kwiindleko (CPA=cpm/ctr*cvr) kunye nomthamo (umthamo wokuguqulwa=exposure*ctr*cvr) kunye nefomula yokuhlela ECPM=cpa*Pctr*Pcvr*ibid ukuhlalutya ukuba yeyiphi ikhonkco idatha engaphantsi komndilili we imarike, kwaye ingundoqo yeyona imbi kakhulu Ingxaki ilele ekufumaneni izinto ezinempembelelo ezinokuphuculwa kweli khonkco.

Ukuthe tyaba: Iqonga, iakhawunti, ishishini, isicwangciso, iqela, isibhengezo fumanisa umohluko ongundoqo wedimension ochaphazela ithagethi ukusuka kuyo yonke ukuya kwindawo, kunye nokwandisa malunga nalo mlinganiso.