信息流宣传投放怎么样做数据分析？一文彻底讲清（附案例）
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/JNfe5NcuJicsOuAhvzvf9XooSPMF3MdicqVdViaSicmGTIibPZ9BuiaDGoKxOwdxCFyVMYhzM9YaM8xIEzFXswibTYPlA/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/JNfe5NcuJicsnCkqutHEDUS9GZzCmPXhVhzPakO8eJ9L7ceOzUsicz4tIib4FP4oMPCbSAqkBHjPv7Gkibiavt50Fjw/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">“<span style="color: black;">大众</span>好，我是李启方!今天跟<span style="color: black;">大众</span>分享信息流<span style="color: black;">宣传</span><span style="color: black;">关联</span>的数据分析。</strong></span></p><strong style="color: blue;"><strong style="color: blue;">公众号后台回复 “2023” <span style="color: black;">就可</span>领取最新全套数据分析资料包！</strong>”</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">宣传</span>投放业务中，<span style="color: black;">必须</span><span style="color: black;">海量</span>数据分析的场景<span style="color: black;">重点</span><span style="color: black;">包含</span>三个：<span style="color: black;"><span style="color: black;">宣传</span>投放效果分析、<span style="color: black;">宣传</span>投放优化分析、<span style="color: black;">宣传</span>反作<span style="color: black;">坏处</span><span style="color: black;">反常</span>分析。<span style="color: black;">因为</span>篇幅有限，本文就仅<span style="color: black;">仔细</span>讲解一下<strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>投放效果分析</span></strong><span style="color: black;">这个场景。</span></span></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">01</strong></span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">怎样</span>进行<span style="color: black;">宣传</span>投放效果分析</strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>进行<span style="color: black;">宣传</span>投放效果分析时，<span style="color: black;">首要</span>要<span style="color: black;">知道</span><span style="color: black;">宣传</span>投放的衡量指标。<span style="color: black;">区别</span>的业务场景有<span style="color: black;">区别</span>的效果衡量标准，<span style="color: black;">然则</span>大体上都是以用户转化率和产生收益额来推导。<span style="color: black;">通常</span><span style="color: black;">来讲</span>，<span style="color: black;">宣传</span>投放后用户转化路径如下：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">揭发</span>→点击→进入落地页→下单/填写表单</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>，<span style="color: black;">咱们</span><span style="color: black;">平常</span>重点关注的指标<span style="color: black;">包含</span>以下部分：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/JNfe5NcuJicvUZCvIOI7ic5ibVn9aNUz3c2MRTkRN3ZfuvcchicIZz0Km9Wh90f8a8Oq8yias67WMAImOo59YPLvR7w/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其中ROI是<span style="color: black;">途径</span>价值重点衡量指标，<span style="color: black;">由于</span>它<span style="color: black;">暗示</span>了流量成本和转化收益的真实关系。ROI都是基于一<span style="color: black;">按时</span>间周期计算而得到，如24小时ROI、7天ROI等等，这个<span style="color: black;">能够</span><span style="color: black;">按照</span><span style="color: black;">实质</span>需求来<span style="color: black;">选取</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在确定衡量指标ROI后，<span style="color: black;">咱们</span>由此来判断<span style="color: black;">宣传</span>投放组的转化<span style="color: black;">是不是</span>达标；<span style="color: black;">针对</span>不达标的投放组合，可<span style="color: black;">经过</span>公式拆解的<span style="color: black;">办法</span>判断是转化率太低还是客单价不合格<span style="color: black;">或</span>还是成本消耗太高；再针对性的去优化问题。</span></p><span style="color: black;">转化率低：<span style="color: black;">能够</span>从<span style="color: black;">制品</span><span style="color: black;">方向</span>优化用户转化路径，从运营<span style="color: black;">方向</span>优化<span style="color: black;">宣传</span>素材和人群定向；</span><span style="color: black;">客单价低：<span style="color: black;">能够</span>从<span style="color: black;">制品</span><span style="color: black;">方向</span>优化针对新客的活动，从而<span style="color: black;">提高</span>用户粘性，从运营<span style="color: black;">方向</span><span style="color: black;">加强</span>精细化运营充分挖掘<span style="color: black;">区别</span>用户的<span style="color: black;">潜能</span>；</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">成本消耗太高：运营<span style="color: black;">方向</span><span style="color: black;">能够</span><span style="color: black;">提高</span><span style="color: black;">宣传</span>的预估CTR，降低出价。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">02</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">详细</span>案例实操</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">下面以我比较<span style="color: black;">熟练</span>的FineBI为例，跟<span style="color: black;">大众</span><span style="color: black;">一块</span>实操分析一个<strong style="color: blue;"><span style="color: black;">宣传</span>投放效果分析的案例</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（FineBI的免费激活码我已放在文末，感兴趣自取）</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;">案例背景及分析思路：</span></strong></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3A<span style="color: black;">机构</span>新品<span style="color: black;">宣传</span>投放前期针对市场调研小组<span style="color: black;">供给</span>的几个<span style="color: black;">途径</span>（<span style="color: black;">腾讯、<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈、小红书、抖音、百度）</span>进行新品投放，项目负责人要<span style="color: black;">按照</span>投放<span style="color: black;">迄今</span>近20天的<span style="color: black;">宣传</span>数据进行一轮回顾，<span style="color: black;">按照</span>当前数据的<span style="color: black;">实质</span><span style="color: black;">状况</span>重点<span style="color: black;">处理</span>以下几个问题：</span></p><span style="color: black;">各<span style="color: black;">途径</span>的<span style="color: black;">宣传</span>花费和<span style="color: black;">目的</span>达成<span style="color: black;">状况</span>，该<span style="color: black;">途径</span><span style="color: black;">是不是</span>合适追加<span style="color: black;">宣传</span>预算投入；</span><span style="color: black;">各<span style="color: black;">途径</span>的<span style="color: black;">实质</span>转化<span style="color: black;">状况</span>，<span style="color: black;">那些</span><span style="color: black;">途径</span><span style="color: black;">能够</span>继续投放，<span style="color: black;">那些</span><span style="color: black;">途径</span>应该终止<span style="color: black;">宣传</span>投放；</span><span style="color: black;">各<span style="color: black;">途径</span>产生的新用户数及<span style="color: black;">制品</span>的客单价<span style="color: black;">状况</span>，<span style="color: black;">判断<span style="color: black;">那些</span><span style="color: black;">途径</span>投放带来了较高的流量；</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">各品类的流量转化<span style="color: black;">状况</span>，找出当前能打爆的重点品类/商品进行打爆；</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">完整分析过程：</strong></h2>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1、<span style="color: black;">宣传</span>花费及<span style="color: black;">目的</span>达成<span style="color: black;">状况</span></span></strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/JNfe5NcuJictRzJUShaaovG5uOnVZleCZwWicErMcSiaNrvSO5MSC6OgToaQJaNtOobzfaXIvNl2OAZ2y51PqX6hA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>图表可知，抖音、百度、腾讯整体得<span style="color: black;">宣传</span>花费都接近100%，指标得达成<span style="color: black;">状况</span>达到55%以上；小红书的<span style="color: black;">宣传</span>花费接近预算的75%，指标达成度达66.23%；重点<span style="color: black;">必须</span>关注<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈，花费近一半的预算，但整体的<span style="color: black;">目的</span>达成率仅有2.84%。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我们再进一步看各<span style="color: black;">途径</span>的<span style="color: black;">营销</span><span style="color: black;">状况</span>，<span style="color: black;">经过</span>图表可知，除<span style="color: black;">微X</span>以外的<span style="color: black;">途径</span>的<span style="color: black;">营销</span>体量占比<span style="color: black;">很强</span>，<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈几乎<span style="color: black;">无</span>产出太大的贡献值，<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈<span style="color: black;">途径</span><span style="color: black;">能够</span>终止<span style="color: black;">宣传</span>投放。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/JNfe5NcuJicvUZCvIOI7ic5ibVn9aNUz3c2ECIQmKicicRxE8QjQ2GckNbyCyZzrm7JviaFLRA52agHIAjDlpxgU9RLg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、各<span style="color: black;">途径</span>流量数据转化</span></strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">看完整体的投放<span style="color: black;">状况</span>和<span style="color: black;">目的</span>达成<span style="color: black;">状况</span>后，<span style="color: black;">咱们</span>来看一下各<span style="color: black;">途径</span><span style="color: black;">详细</span>的流量转化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/JNfe5NcuJictRzJUShaaovG5uOnVZleCZlSGL8F8PKeZ2TqibOaA6iaj6g6QavHDn5mc3wRB1uex5L1tXsRlgXic6g/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>图表可知：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">a.<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈、抖音整体的转化率都偏低；其中抖音的浏览量和<span style="color: black;">揭发</span>量体量<span style="color: black;">很强</span>，<span style="color: black;">然则</span>转化的数据都较小，可针对视觉<span style="color: black;">照片</span>、视频、文案描述重点进行下<span style="color: black;">科研</span>，<span style="color: black;">思虑</span><span style="color: black;">是不是</span>可有针对性的进行<span style="color: black;">调节</span>；<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈的点击转化极低，可直接放弃投放。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">b.腾讯和百度的整体转化数据较为客观，可重点关注<span style="color: black;">是不是</span>进行<span style="color: black;">关联</span><span style="color: black;">制品</span><span style="color: black;">宣传</span>预算的追加；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">c.小红书的支付率居首位，<span style="color: black;">然则</span>整体的浏览量和<span style="color: black;">揭发</span>量并不是<span style="color: black;">尤其</span><span style="color: black;">显著</span>，可针对<span style="color: black;">途径</span>和商品进行重点分析；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3、各<span style="color: black;">途径</span>用户数&客单价</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/JNfe5NcuJicvUZCvIOI7ic5ibVn9aNUz3c2r87HqEXKwwIcSTNeXHKgXAZ3cEeyumo4m5LJbWwtppUJUn5c3RsOEA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>图表可知，各<span style="color: black;">途径</span>的客单价相差不多，<span style="color: black;">然则</span>用户数差异就比较<span style="color: black;">显著</span>，腾讯<span style="color: black;">途径</span><span style="color: black;">持有</span>高达95万的新客户数，而<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈<span style="color: black;">途径</span>仅有2.5万的新客户数。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4、各品类的流量转化<span style="color: black;">状况</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>先来看一下各品类的产出比。<span style="color: black;"><span style="color: black;">经过</span>图表可知，</span><span style="color: black;"><span style="color: black;">这里</span>次<span style="color: black;">宣传</span>推广中各</span><span style="color: black;">品</span><span style="color: black;">类</span><span style="color: black;">整体</span><span style="color: black;">产出</span><span style="color: black;">比差异不大，其中半身裙的</span><span style="color: black;">投入</span><span style="color: black;">产</span><span style="color: black;">出</span><span style="color: black;">比最大（</span><span style="color: black;">370.66），可<span style="color: black;">思虑</span>适当</span><span style="color: black;">降低相应的折扣，<span style="color: black;">加强</span>整体的产出比。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/JNfe5NcuJicvUZCvIOI7ic5ibVn9aNUz3c2Uyea15ulbJdricqsRfkIliaVhY4Ho0Mjgqyf24ywnCQxt4qcuY0wE28A/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>再看各品类流量数据的走势，看一看各品类的<span style="color: black;">揭发</span>率、点击率、加购率、支付率的整体<span style="color: black;">状况</span>。适时<span style="color: black;">调节</span>各品类的活动<span style="color: black;">状况</span>，可优先针对支付率较高的商品加大<span style="color: black;">宣传</span>投放量，<span style="color: black;">同期</span>适当减少优惠，<span style="color: black;">提高</span>利润。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/JNfe5NcuJicvUZCvIOI7ic5ibVn9aNUz3c242Q9VmTXSO4wu3JBD5eF7p8jlBEK940C54MCQfxia7MLe8MytWmu3Aw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">最后</span>结论：</span></strong></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">a.整体<span style="color: black;">宣传</span>的产出比仅有335.25，未达到预期产出比500；<span style="color: black;">重点</span><span style="color: black;">原由</span>是前期的<span style="color: black;">宣传</span>投入产生的效率不是<span style="color: black;">尤其</span>大，且整体前期的优惠力度<span style="color: black;">很强</span>。<span style="color: black;">因此</span>，<span style="color: black;">关联</span>较为稳定的<span style="color: black;">宣传</span>活动，<span style="color: black;">意见</span>降低优惠力度，适当减少<span style="color: black;">宣传</span>投入，整体<span style="color: black;">提高</span>产出比。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">b.<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈这个<span style="color: black;">途径</span>的<span style="color: black;">宣传</span>活动，除部分产出比较高的商品可少量投入以外，其他商品<span style="color: black;">意见</span>直接取消这个<span style="color: black;">途径</span>的<span style="color: black;">宣传</span>投放。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">c.上衣、休闲裤、半身裙这三个品类在这次的整体支付率和产出比都较为不错，可针对此三类下的商品元素、面料、风格进行商品分析，在下<span style="color: black;">周期</span>的商品<span style="color: black;">研发</span>中提取爆款元素、风格、面料等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">d.腾讯虽拓展了95万的新用户，产出比仅有380.59，<span style="color: black;">宣传</span>花费高达47万，<span style="color: black;">目的</span>达成率仅有69.44%；而小红书<span style="color: black;">宣传</span>花费近30万，产出比高达449.22，<span style="color: black;">目的</span>达成率66.23%；可加<span style="color: black;">体积</span>红书的投放，腾讯<span style="color: black;">意见</span>适量投放，<span style="color: black;">同期</span><span style="color: black;">加强</span>客单价。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/JNfe5NcuJictRzJUShaaovG5uOnVZleCZwm8egaDEFO4UQJwTicY80V0ntUtyQvL8dxj6hJz05CbHyr3hnh0mCbA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">案例完整仪表盘的查看链接和分析工具FineBI的激活码给<span style="color: black;">大众</span>了，点击文末阅读全文<span style="color: black;">就可</span>查看，<span style="color: black;">大众</span><span style="color: black;">能够</span>实践操作一下~</span></strong></span>
我完全同意你的观点，说得太对了。 交流如星光璀璨，点亮思想夜空。 外链发布社区 http://www.fok120.com/
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