A spillover effect analysis method between online access channels based on network access log data

An access channel and network access technology, applied in the field of spillover effect analysis between online access channels, can solve the problems of ignoring follow-up behaviors, ignoring time effects, etc., to achieve the effect of strengthening practical and theoretical significance and improving scientificity
CN109214647BActive Publication Date: 2020-07-03FOCUS TECH +1
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Patent Information

Authority / Receiving Office
CN Β· China
Patent Type
Patents(China)
Current Assignee / Owner
FOCUS TECH
Publication Date
2020-07-03

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Abstract

The invention discloses an overflow effect analysis method between online access channels based on network access log data, which is characterized in that the method comprises the following steps: extracting click behavior and purchase behavior of a user after entering a website from a specific access channel based on access log data in an enterprise log database of an electronic commerce website;from the user's channel click behavior and purchase behavior, two kinds of variables are extracted and counted, which are the number of hits and the number of purchase transformations of each visiting channel of the website, and the time series data are formed in weekly units. The multivariate time series analysis method in econometrics is extended to the field of marketing, and the spillover effect and synergetic dynamics between channels are simulated by consumer behavior modeling, and the specific correlation, causality and interaction form are obtained. The invention provides scientific decision support for enterprises (especially e-commerce enterprises) investing in network advertisement in various fields when distributing channel resources.
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Description

technical field

[0001] The invention relates to the technical field of the Internet, in particular to a method for analyzing spillover effects between online access channels based on network access log data. Background technique

[0002] The rapid development of online advertising not only brings customer flow to enterprises, but also generates high advertising costs. Whether advertising investment is worthwhile has become a question that every enterprise that conducts online advertising marketing needs to explore. How to analyze and evaluate the impact of online advertising channels and benefits are the focus of ongoing discussions among marketing practitioners and researchers. The impact of online advertising is generally divided into immediate effect (short-term effect), legacy effect (long-term effect) and spillover effect (interaction effect). Immediate effect means that the advertisement will produce an effect immediately after it is launched, which will promote the g...

Claims

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