The market, product, and operation will have their own channel list, which is a resource that enterprises should pay attention to on a daily basis.
There are so many platforms that can bring us a steady stream of traffic. Although the more free traffic the better, it also takes our energy to maintain and operate, and the operating cost is high. In addition to spending energy on operation, paid traffic also spends a lot of real money**.
For example, SEM, there are many customers who spend tens of thousands of dollars a day to buy traffic, do these traffic really convert into your customers? What is the input-output ratio? You'll want to be able to choose the most ideal channel. So how do we use scientific methods to find the best customer acquisition channels?
Judgment of channel quality
For the screening of channels, we need to have visual data and the evaluation of key data indicators.
Taking the e-commerce industry as an example, we often judge the quality of a channel based on the number of orders and transactions obtained by the channel in a certain period of time, which is an effective way to distinguish the quality of channel traffic, but more filtering dimensions are needed to judge the channel quality more accurately.
After a visitor becomes a user and before he or she loses, he or she will make multiple purchases due to factors such as preferential incentives and brand influence, which we call user lifetime value (LTV). If you pay attention to this data, you will find that although some channels bring more users for a single purchase, the user's ability to continue to purchase is insufficient, so the quality of the channel should not be judged purely from the single purchase ability, but should pay attention to the full life cycle value of the user.
When we have many customer acquisition channels, unified management and effective management become the focus. Once upon a time, we only focused on how many users were brought in after the promotion, but we had no idea what the follow-up behavior of the users involved would follow. Perhaps, we have a lot of promotion *** There are many promotion links from partners, but what about their follow-up behavior? Hence the unification.
1. Effective management is very important, which is directly related to the formulation and review of the delivery strategy of each channel, for example, the channel effect evaluation of the e-commerce platform needs to know the traffic conversion effect of different channels.
With the help of ad tracking, you can understand the traffic performance and conversion performance of each channel, and it is easy to determine the user lifetime value of different channels. Through the analysis of different channel effects, channels can be divided according to quadrants, and different channels have different ways of treatment.
Network marketing promotion