Ithini indlela ye-algorithmic yokukhangisa kokuphakelwa kwezindaba?Ulwazi olugeleza ifomula yokukhangisa

Ukukhangisa kuwumdlalo ochitha imali ukuze uncintisane ukuze uthenge umthamo, futhi ukukhangisa kokugeleza kolwazi kuyafana. Kusafanele kulandele izinkomba ezimbili eziyinhloko zezindleko (CPA=cpm/ctr*cvr) kanye nevolumu (conversion volume=exposure*ctr *cvr). Kuyadingeka futhi ukuthuthukisa izici zefaneli kuwo wonke amaleveli.

Ithini indlela ye-algorithmic yokukhangisa kokuphakelwa kwezindaba?

Ukukhangisa kokugeleza kolwazi kungenxa nje yokwengezwa kwama-algorithms ahlakaniphile, akudingeki sifunde kuphela izimbangi kanye nabasebenzisi, kodwa futhi ne-algorithms yomshini, ngoba kulinganiselwa kuqala, futhi lokhu kulinganisa kuhilela ukuthi kunembile, kuphakeme noma kuphansi Futhi inkinga umvuzo womshini (ukubuyiselwa kokukhangisa kwenkundla), okuhlobene nokuthi ungakwazi yini ukweqa indilinga (0-1 ukuchayeka kokuqala okubandayo kanye nesilinganiso sokukhula semodeli yokulandela).

Ngaphezu kwalokho, ngenxa yokuthi kuyindlela yokukhangisa yokuthola abantu, ukubuyekezwa kwezinto (ukuqondisa kuphela ukucacisa ukumbozwa kwesixuku, ubuciko buyisihluthulelo sokusiheha) kanye nemingcele (kolunye uhlangothi, abasebenzisi bavuselelwa isiteji ngaphandle kwenjongo, kanye nesiteji Umkhawulo wokuqukethwe uphakeme, futhi ukulingisa imikhiqizo encintisanayo kuzoholela ekuntuleni kokukhanga kwezinto) kuphakeme kunamanye amafomu okukhangisa.

Ulwazi olugeleza ifomula yokukhangisa

Ngakho-ke, ekuphenduleni isikhalazo, ukuhlaziya kwethu izikhangiso zokugeleza kolwazi kwathola ukuthi kufanele sixazulule lezi zinkinga ezintathu ezibalulekile ezilandelayo, ezichazwe ngokulandelana kwazo: (umgomo oyinhloko yimiphumela eyisizayo yezimbili zokuqala)

1. Ama-algorithms womshini: Ukuqala Okubandayo namamodeli

Siyazi ukuthi imali engenayo yokukhangisa yenkundla iwukukhulisa ivelu ye-ECPM (ECPM=cpa*Pctr*Pcvr*bid). Uma kucatshangelwa izici ezihlukahlukene zokulawula imvamisa efana nolwazi lomsebenzisi, i-oda lisekelwe kunani le-ECPM.Kule fomula, okuwukuphela kwento enganqunywa yibhid yakho cpa (isici sebhidi silungiswa kuye ngokuthi izici ezifana nezindleko nesabelomali ziyahlangabezana yini nezidingo zabakhangisi). Ubunzima buku-Pctr ne-Pcvr, okungamathuba alinganiselwe Isilinganiso asenziwanga ngomoya omncane, sidinga ireferensi yedatha yomlando, uma kunikezwe amathuba angaphambili, ngemva kokuchayeka kwangempela, kutholwa impendulo yedatha futhi imingcele emisha iyengezwa bese iyalungiswa.Futhi le datha yomlando iyinkomba yezici zomsebenzisi eziguquliwe ezedlule, izinto zokwakha, ama-akhawunti, izimboni, njll.Ngemva kokulinganisa ngakunye, idatha yempendulo yangempela iyavezwa bese imingcele iyalungiswa ukuze inqume ukuthi ingangena yini endaweni yokubhukuda elandelayo.Isilinganiso esiphansi siwukuchayeka okuncane, lapho isilinganiso siphezulu, izindleko ziphezulu, futhi isilinganiso sihambisana nedatha yangempela. (Idatha yangempela iphezulu futhi ivolumu iyaqhubeka nokukhuphuka, futhi idatha yangempela iphansi ukuze kuncishiswe isici somthelela wokuthuthukisa ivolumu).

(1) Isiqalo esibandayo

I-akhawunti endala noma uhlelo luzoba nedatha yomlando njengesithenjwa. Ku-akhawunti entsha nohlelo olusha, ungalinganisa kanjani ngaphandle kwedatha?Ngakho-ke, kukhona nezindleko zokuzama kanye nephutha kanye nesikhathi sokuzama nephutha kuze kube yilapho ukuzinza kwemodeli kunelisekile, (inani lamamodeli lizinzile, inombolo eyengeziwe, imodeli enembe kakhulu).Sidinga ukuthola idatha yangempela ngaphambi kokuthi senze isinqumo. Uma ukuchayeka kwehluleka, kungenzeka ukuthi isistimu icabanga ukuthi inani le-ECPM aliphezulu ngempela. Singathuthukisa izici ezingase zicatshangelwe, kodwa futhi kungenzeka ukuthi sicabanga ukuthi kuhle, futhi uhlelo lucabanga ukuthi alulungile.Kufanele kusetshenziswe ezinye izindlela.Kudingeka okuvelayo okungu-1-5000 noma ngaphezulu ukuze uthole okungenani ukuguqulwa oku-10000.

Ukuze udlulise ukuqala okubandayo ngokushesha ngangokunokwenzeka kuze kube yilapho imodeli izinzile, nansi ifomula,Isiqalo esibandayo = ibhidi ephezulu yephakheji yephakheji yesixuku ye-DMP incipha kuqala bese kuba yisikhathi esibanzi sesabelomali sezinto ezibonakalayo zomlando

Ibhidi ephezulu: iphakeme kunebhidi emaphakathi yemboni, efana no-20% noma ngaphezulu, bese wehlisa ibhidi ephezulu ukuze ubone impendulo yedatha yangempela, futhi kuwumvuzo womshini, futhi uthwale imiphumela yalezi zindleko eziphezulu, kodwa idinga ukuhlanganiswa nesabelomali esincane futhi ilungiswe ngemva kokuthola impendulo yedatha .Uma kunempendulo yedatha evela kubhidi ephezulu, ingaphinde yehliswe, futhi uma kusekhona ivolumu, ukuhlolwa kuphumelela.

Iphakheji yesixuku ye-DMP: Uma ingekho idatha ongayibhekisela esikhangisweni, kufana nomshini ofuna inaliti esitokisini sotshani futhi awukwazi ukuhlola amathuba ngamunye ngamunye. Ukuze kwehliswe izindleko nesikhathi, isixuku esiguquliwe ( hhayi isikhangiso seplathifomu) isetshenziselwa ukubethela nokulayisha iphakheji ye-ID, futhi ivumele isistimu Kule modeli yesixuku, yandise ukuhlolwa.

Iphakheji yezixuku zemboni: Uma ungenayo ngisho nedatha yokuguqulwa komlando, ungasebenzisa iphakheji yesixuku somkhakha. Abanduleli sebevele bakusiza ukuthi uphume kumodeli, futhi lapho imboni ikhula kakhulu, yilapho inembe kakhulu le phakheji yesixuku. Vele, ingatholakala futhi ekusebenzeni kweCrossover kwenziwa ku-DMP ukuthola imodeli yayo yesixuku.

Kuncane kuqala, bese kuba banzi: Uma amasistimu wosizo amabili angenhla kunzima ukwakha amamodeli, njengezimboni ezithile ezingathandwayo, kuyanconywa ukuthi kusetshenziswe ezinye izindlela zokuma ezivamile ukuze uqale unciphise bese ube banzi ukuze uhlole. (Abasebenzisi abakhangisayo bahlungwa esixukwini esiqondile esikhonjiwe, kodwa ukumbozwa kokuchayeka okulinganiselwe nakho kumele kubhekwe).

Okubalulekile komlando: Isilinganiso ngeke sihlanganise izici zomsebenzisi kuphela (imodeli yesikhalazo), kodwa futhi sincike ebuhlakanini nasekhasini. Lapha, umlando ungahlanganiswa namanye ama-akhawunti noma izinto zethrafikhi zokukhangisa nezinto zethrafikhi zomkhakha okwedlule.Kopisha noma ufunde emaphuzwini awumongo ekusetshenzisweni kokusebenza. (Ukubhala, izithombe, izigcawu,uhlamvu, ama-props, umculo, ubude besikhathi, njll., hlukanisa izinto zokudala, ziqaqe, zihlukanise, futhi zihlanganise kabusha. )

Ibhajethi: Lesi isisekelo esithinta umthamo, futhi inani elincane lizothathwa lihlanganiswe ne-akhawunti, ibhalansi, uhlelo, iqembu, kanye nesikhangiso. (Eminye imininingwane ichazwe ngezansi)

Isikhathi: Okwamanje, amapulatifomu ahlukahlukene anesikhathi esihlukile sokuqala okubandayo. Kunconywa ukugcina okungenani izinsuku ezingama-2-7.

2. Imodeli yokubala yesikhangiso sokugeleza kolwazi

1. Ubuningi

Uma likhulu inani lokuguqulwa, ubukhulu bedatha bukhulu ngokwanele, futhi ukulinganisa kungaba nenemba kakhulu.Manje iplatifomu inezinombolo ezingu-0 ngokuqondile ku-algorithm ehlakaniphile (futhi isekelwe kudatha eyanele ezimbonini ezifanayo).Izidingo zenkundla ngayinye zihlukile, 6, 10, 20, 50 noma ngisho nangaphezulu, okungukuthi, isabelomali sesikhangiso kufanele sanele ukuze kuzuzwe ukuzinza kwemodeli.Kodwa futhi kuya ngezindleko zalolu shintsho embonini yakho kanye namakhono akho esabelomali.Uma imboni ingama-yuan ambalwa noma amashumi ama-yuan, khona-ke ngisho nokuguqulwa kwe-50 kuzoba isabelomali se-yuan eyinkulungwane, kodwa kwezinye izimboni, i-CPA evamile ingafinyelela amakhulu noma izinkulungwane, ungasetha isabelomali esincane sokuguqulwa kwedatha ukuvimbela izindleko ukuba phezulu kakhulu..

2. (Izinto zokuguqulwa kwesixuku)

Mayelana nokuqaqa imodeli, kungaqondwa ukuthi izibalo zabantu ezihlukene zibona izinto ezihlukile zezindlela zokuguqula ezihlukene, futhi nezinga lamabhidi lizothinta imodeli (indawo yokuhlola yethrafikhi ihlukile).Ukujula okwengeziwe kwendlela yokuguqula (njengokuthenga okuqondile, noma intengo yeyunithi yekhasimende elithengiwe ihlukile, imodeli ihlukile, njenge-yuan engu-1 kanye ne-9 yuan, imikhiqizo engama-yuan engama-49.) Lapho kuba nzima kakhulu, kunjalo, lokhu kubuye kuncike embonini. (Uma kukhona izimboni ezifana namafomu okufundisa nokuthenga okudumile, kunconywa ukuthi usebenzise indlela efanayo ukuze ufunde kudatha yereferensi).

2. Isibuyekezo esibalulekile

Sizodweba ngokwethu noma idatha yomlando wemboni njengenani elilinganiselwe langaphambilini ukuze imodeli itholakale kahle.Kodwa ngemva kokudlula imodeli, nakanjani izobhekana nokwehla kwezinto.Ngaphezu kwalokho, njengoba kushiwo ngenhla, ingqikithi yesikhangiso sokugeleza kolwazi yizinto ezibonakalayo, futhi umumo uchaza kuphela iqembu elihlanganisiwe, okuvumela isistimu ukuthi ithole lezi zici, kodwa ekugcineni, ukuthi umsebenzisi wenza noma cha kuncike ezintweni ezibonakalayo.Lokhu kuhilela inani lempahla, imvamisa yokukhishwa okusha, indawo yokuthengisa, indlela yokukhuluma, kanye nomthombo wogqozi. (inemininingwane ngezansi)

3. Izinjongo eziyinhloko: izindleko nomthamo

Ukulungiswa kwezinkinga ezimbili ezingenhla kusadinga ukubuyela emigomweni yethu yokugcina eyinhloko: izindleko (CPA=cpm/ctr*cvr) kanye nevolumu (ivolumu yokuguqulwa=exposure*ctr*cvr), okudingeka ihlakazwe njengezikhangiso ze-SEM. ukuxazulula izinto ezinomthelela wokuchayeka, i-cpm, i-ctr, ne-cvr kanye nezenzo zokuthuthukisa ezingenziwa.

(1) Ukuchayeka

1. Izici zangaphandle: inkundla yomsebenzi wansuku zonke, ubude besikhathi, ukuguquguquka kwabasebenzisi, imikhiqizo encintisanayo (ubuningi, ishejuli, ibhidi), amaholide, ukulawula imvamisa (njengezithombe ezinkulu, inombolo yezikhangiso ezifanayo, njll.)

2. Izici zangaphakathi: umumo, inani le-ecpm (cpa*Pctr*Pcvr*bid), ibhajethi, isikhathi, ama-akhawunti amaningi, indawo yokukhangisa, uhlobo lwezinto ezibonakalayo (noma ngabe zonke izigaba), imodi yokukhokha, imodi yevolumu esebenzayo, njll.

(2) ctr

Indawo yokukhangisa, impahla, isitayela, isikhathi, isixuku, njll. (Kusancike ezinguqukweni zangaphandle zemakethe nendawo yabasebenzisi)

(3) cvr

Isixuku, ikhasi (okufakwayo kokuguqulwa), ukuhambisana kwekhasi lokudala, njll.

(4) inani le-cpm

Ukubhida okwakho, ukuncintisana komkhakha, ukubhida okusekelwe endaweni

0. Umthetho wokungenela ongu-1~XNUMX wemodeli ye-algorithm yokukhangisa kokugeleza kolwazi

Lapha sizophinde sicwengisise noma sengezelele, yiziphi izinyathelo okudingeka zenziwe ohlelweni lwe-0-1 lwesikhangiso sokugeleza kolwazi?

Isikhangiso esihle siwukujabulisa abantu abalungile (ukuqondisa, imodeli yesixuku) ngendlela efanele (imikhiqizo, izinto zokwakha, izindawo zokuthengisa) ngesikhathi esifanele kanye nesimo esifanele (inkundla, indawo yokukhangisa), futhi ngesikhathi esifanayo, idinga ukukalwa ngenani eliphansi.

umkhiqizo wenkampani:

Kuphela uma umkhiqizo unenzuzo yokuhlukanisa i-monopoly, umkhiqizo unenzuzo yokuguqulwa, ngaphandle kwalokho kuncike emncintiswaneni wesiteshi.Abaningi babo bahlaziya izinzuzo zemikhiqizo yenkampani yabo esimweni sokuncintisana okugcwele kwemakethe, bagweme amandla emikhiqizo encintisanayo, futhi bangashaya amaphuzu obuhlungu babasebenzisi, ukuze babonakale ezintweni zokulandelela.Ngemva kokuqonda izinzuzo zemikhiqizo yenkampani, ungathola iphuzu lokuthengisa lezinto ezingasetshenziswa ngaphandle.

(1) Inkampani: Kubandakanya isikhathi sokusungulwa, isizinda, imvelo, isikali, udumo, isevisi, amacala kanye nobunye usayizi okufanele kuhlaziywe, ukuthi kukhona yini indawo yokuthengisa yangaphandle.

(2) Umkhiqizo: Khipha amaphuzu angenziwa ngaphandle kokukhathazeka komsebenzisi njengentengo, umsebenzi, imizwa, nesigcawu.

Ulwazi lwenkundla:

(1) I-algorithm yedatha: okufaka phakathi imisebenzi yansuku zonke yeplathifomu, imikhuba yokusetshenziswa nobude besikhathi, ubukhulu bedatha, nezindlela zokuma.

(2) Izithombe zabasebenzisi: ikakhulukazi ukuhlaziya i-tonality yabasebenzisi benkundla, nokuthi yisiphi isitayela sokukopisha nesitayela abasithandayo.

Ulwazi lomsebenzisi: izithombe zomsebenzisi, izidingo zomsebenzisi, ukukhathazeka komsebenzisi, ukusetshenziswa komsebenzisi

(1) Ukuma ngobude komsebenzisi: izibaluli zemvelo, izibaluli zedivayisi, izimfanelo ezithakaselwayo, izici zokuziphatha (sesha,Ezentengiselwano, social, APP, LBS)

(2) Izidingo zomsebenzisi: isisusa esiyisisekelo nezindawo zobuhlungu zabasebenzisi ukusebenzisa umkhiqizo/isevisi yakho

(3) Ukugxila komsebenzisi: okungukuthi, isizathu esenza abasebenzisi bakukhethe. (kusuka kumkhiqizo kanye nokuvumela)

(4) Ukusetshenziswa komsebenzisi: ikhono lokusebenzisa, ingqondo yokusebenzisa, umqondo wokusetshenziswa

Ulwazi olungenhla lungasetshenziswa kumathuluzi enkomba, amamephu esidingo samagama angukhiye, imibiko yemboni, ukuhlaziya umkhiqizo oncintisanayo, impendulo yenhlolokhono yabasebenzisi, izinkundla zokubeka amazwana omphakathi, inkundla yokukhangisa yokuhlaziya isithombe se-DMP, izingxoxo zokudayiswa kwamakhasimende, ukuhlaziywa kwedatha ye-CRM, njll.

Ulwazi lomkhiqizo wokuncintisana: Ihlaziya kakhulukazi izindawo zayo zokuthengisa eziphuma ngaphandle kanye nolwazi lomkhiqizo wenkampani, futhi ithola izindawo zokuthengisa ezihlukene ezingagwema izinzuzo zayo kodwa zanelise abasebenzisi abaqondiwe.

Ukuhlukaniswa kwesixuku: okuyinhloko, okuhlosiwe, izethameli ezingahle zibe khona kanye nendlela yokubaqondisa

Inhloso eyinhloko: amagama (afana nemikhiqizo, izimbangi), ukuguqulwa kwe-dmp, ukuziphatha (landela, sesha, ukuthenga, ukulanda, i-LBS ngokwayo noma izimbangi)

Ukuqondisa: amagama (afana nemikhiqizo ejwayelekile), amaphakheji emboni, izintshisekelo eziyinhloko

Ukuma okungase kube khona: amagama (njengesixuku, amagama embonini), amaphakheji anentshisekelo ahlobene nesekondari nasezingeni eliphezulu

Ikhasi lokudala:

(1) Amaqembu ahlukene abantu angakwazi ukusebenzisa izindawo ezihlukene zokuthengisa zokudala, njengophawu nemisebenzi eyinhloko yeqembu, indawo eyinhloko ehlukanisiwe yomkhiqizo weqembu eliqondiwe, kanye nokugxila okuyinhloko kweqembu elingaba khona ezaphulelo zezenhlalakahle nokudala izifiso zenzuzo, amaphuzu obuhlungu kanye ukukhulisa ukukhathazeka, njll.

(2) Thatha imfundo njengesibonelo: abantu (othisha, abafundi, abasizi bokufundisa, abazali, abantu abangabodwa/abantu abaningi), imishini (ama-props), izinto zokwakha (izincwadi, amabhokisi ezipho, izincwadi, amapeni, amanothi, amamephu engqondo), izindlela ( izindlela, Amakhono, amaphuzu olwazi), nezici ezihlobene ezihilelekile eringini (ikilasi, umndeni, umphakathi) ziyahlakazwa futhi zihlanganiswe.

(3) Izinhlobo zokukhuluma: igrafu (izithombe ezintathu, isithombe esikhulu, isithombe esincane, igridi, i-engeli), ividiyo (ukusakazwa ngomlomo, isakhiwo, ukupenda ngesandla, ppt...).

(4) Ukulandelana kokuhlola: abaningi njengoyedwa, bese kusuka kokukodwa kuye kweziningi. (Ukuhlolwa kwamafomu ezinto ezithengiswayo eziningi, thola umthamo wevolumu esebenzayo, bese unweba uzungeze impahla).

(4) Ulwazi lwekhasi: isimiso esifanayo nengxenye yekhasi le-SEM (ikakhulukazi qaphela ukuthi isithombe sesihloko kanye nongqimba lwangaphandle kuhlobene kakhulu noma kuyahambisana, futhi isithombe sokudala siguqulwa ngokuqondile).

(5) Imithombo yemibono: amathuluzi okukhuthaza okudala ezinkundla zokukhangisa, ukufunda mathupha, amathuluzi okukhasa izingxenye ezintathu, amamephu esidingo samagama angukhiye, njll.

Ibhajethi yebhidi:

1. Isabelomali

（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 kungabi ngaphansi kwezikhathi eziyi-1.5 kunesabelomali sokusetshenziswa kwangempela. (Uma ukusetshenziswa kwangempela kungu-10000, akufanele kube ngaphansi kuka-15000).

(3) Ama-akhawunti namaqembu ezikhangiso angasethwa.Kunomehluko omncane phakathi kwezilungiselelo zohlelo kanye nesabelomali sokugcina sincike enanini elincane lebhalansi, i-akhawunti, uhlelo, kanye neqembu, futhi ibhalansi yangempela etholakalayo yesikhangiso izosetshenziswa.

(4) Izikhangiso ezintsha zengezwa nsuku zonke ukuze zigcinwe, futhi isabelomali senani lamamodeli azinzile aguqulwa ngosuku kufanele sibekelwe izikhangiso eziku-inthanethi ngesikhathi esifanayo. (Isibonelo, ezimbonini ezine-CPA ephezulu, beka eceleni isabelomali se-CPA esiyisi-6 sesikhangiso esi-1) Uma i-CPA iyi-100, isabelomali sesikhangiso esisodwa kufanele okungenani sibe ngama-600. 1200-2 izikhangiso ngesikhathi esifanayo.Bheka idatha yamahora angu-4 okuqala, susa ngokushesha izikhangiso ezinedatha embi, futhi ukhiphe ezintsha.

2. Ukubhida

(1) Ibhidi ngemboni kanye nosesho noma i-CPA eyamukelekayo, futhi ikhuphuke ngo-5% ngesisekelo sebhidi ephakanyisiwe.

(2) Uma kungenakwenzeka ukuqala endaweni ebandayo futhi ingekho idatha, khulisa ibhidi kuze kube yilapho kuba nokusebenza kwedatha. (Veza ngaphezu kuka-3000-5000 bese ubheka futhi ulungise)

(3) Uma kungakabi bikho impendulo yedatha, inhlanganisela yamamodeli enkokhelo nevolumu esebenzayo, ibhajethi encane, nemigomo yokuguqulwa engajulile ingasetshenziswa ukuze kuqoqwe idatha yokuguqulwa nokubuka izinto ezibonakalayo nezixuku. (njenge-cpm, cpc ivolumu egijima ngokushesha).

ukuhlaziywa kwedatha:

Ime mpo: Gxila ezindlekweni (CPA=cpm/ctr*cvr) kanye nevolumu (ivolumu yokuguqulwa=exposure*ctr*cvr) kanye nefomula yokuhlunga ECPM=cpa*Pctr*Pcvr*ibhidi yokuhlaziya ukuthi iyiphi idatha yesixhumanisi engaphansi kwesilinganiso imakethe, futhi ingqikithi iyona embi kakhulu Inkinga isekutholeni izici ezinomthelela ezingathuthukiswa kulesi sixhumanisi.

Okuvundlile: Inkundla, i-akhawunti, ibhizinisi, icebo, iqembu, isikhangiso thola ubukhulu bomehluko oyinhloko obuthinta okuqondiwe kusukela kuyo yonke ingxenye kuya engxenyeni, futhi uthuthukise kulobu bukhulu.