A marketing data analysis and processing method and system based on big data

Abstract

The present invention discloses a marketing data analysis and processing method and system based on big data. The marketing data analysis and processing method based on big data includes: counting the basic marketing information corresponding to the designated enterprise; setting the marketing monitoring information according to the basic marketing information corresponding to the designated enterprise; extracting the marketing data corresponding to the designated enterprise in each monitoring period in each marketing channel from the background of each marketing channel; and analyzing it, thereby confirming the marketing type corresponding to each marketing channel, and providing feedback; the present invention effectively solves the problem that the current technology does not analyze the marketing situation of different marketing channels, provides reliable decision-making suggestions for the subsequent selection of marketing channels by enterprises, promotes the management efficiency of enterprises for each marketing channel, and at the same time provides a clear direction for the rectification of the subsequent marketing strategy of the enterprise, avoiding the one-sidedness of the current single analysis dimension.

Description

Technical Field

[0001] The present invention belongs to the technical field of marketing data analysis and processing, and relates to a marketing data analysis and processing method and system based on big data. Background Art

[0002] With the rapid development of the economy, the competitive pressure in the enterprise market is also increasing. In this context, enterprises are paying more and more attention to marketing. As the main guarantee for the profitability of enterprise operations, the importance of data analysis is self-evident.

[0003] At present, enterprise marketing data analysis mainly focuses on the analysis of offline marketing activities of enterprises, such as product sales, customer increment, customer conversion rate and other dimensions. The analysis of online marketing activities mainly stays on the marketing popularity. Obviously, the current technology still has the following disadvantages:

[0004] 1. The diversification of marketing channels is a prominent feature of online marketing, and there are often obvious differences between marketing channels. When analyzing online marketing channels, there is no analysis of the marketing situation of different marketing channels. Not only can it not provide decision-making suggestions for the company's subsequent selection of marketing channels, but it can also not provide a reliable basis for the company's management of its different marketing channels, resulting in poor management results for the company's different marketing channels. At the same time, it also cannot improve the company's management efficiency of its marketing channels. On another level, it cannot provide a clear direction for the company's subsequent rectification of its marketing strategy.

[0005] 2. The marketing status of marketing channels directly determines the marketing effect of an enterprise. The current analysis basis of the marketing status in an enterprise's marketing channels mainly relies on sales volume and marketing popularity. This is a general analysis with certain limitations. It does not analyze the regions where customers are located in each marketing channel, the distribution of new and old customers, etc. It is impossible to improve the rationality of the marketing status analysis of each marketing channel of the enterprise, nor can it guarantee the accuracy of the marketing status analysis results of each marketing channel of the enterprise. As a result, the marketing status of each marketing channel of the enterprise cannot be highlighted, and the reference value of the marketing status analysis results of each marketing channel of the enterprise cannot meet expectations.

[0006] 3. The marketing effectiveness of marketing channels is the primary reference for selecting marketing channels. The current analysis dimension of marketing effectiveness of marketing channels is too single, has a certain one-sidedness, and the analysis is not strong, which makes it impossible to improve the targeted management of subsequent marketing channels. Summary of the invention

[0007] In view of this, in order to solve the problems raised in the above background technology, a marketing data analysis and processing method and system based on big data is proposed;

[0008] The purpose of the present invention can be achieved through the following technical solutions:

[0009] A first aspect of the present invention provides a marketing data analysis and processing method based on big data, the method comprising the following steps:

[0010] Step 1: Statistics of basic marketing information of enterprises: Statistics the number of marketing channels currently deployed by the specified enterprise, and obtain the number of associated managers corresponding to each marketing channel, the number of registered users corresponding to each marketing channel, and the marketing date corresponding to the products in each marketing channel, and then number each marketing channel in the set order, marked as 1, 2, ...i, ...n in sequence;

[0011] Step 2: Setting marketing monitoring information: According to the marketing date corresponding to the product in each marketing channel, set the monitoring cycle according to the set time interval, and set the marketing proportion weight based on the corresponding number of associated managers and registered users in each marketing channel. The marketing proportion weight corresponding to each marketing channel is obtained and recorded as ε i , i represents the number corresponding to each marketing channel, i=1,2,......n;

[0012] Step 3: Enterprise marketing data extraction: extract the corresponding marketing data of the specified enterprise in each monitoring period in each marketing channel from the background of each marketing channel, where the marketing data includes visit data and order data;

[0013] Step 4: Enterprise visit data analysis: According to the visit data corresponding to each monitoring period in each marketing channel of the designated enterprise, the visit marketing compliance index corresponding to each monitoring period in each marketing channel of the designated enterprise is analyzed;

[0014] Step 5: Enterprise order data analysis: According to the order data corresponding to the specified enterprise in each monitoring period in each marketing channel, the transaction marketing compliance index corresponding to the specified enterprise in each monitoring period in each marketing channel is analyzed;

[0015] Step 6: Analysis of enterprise marketing benefits: According to the visit marketing compliance index, transaction marketing compliance index and the corresponding weight of each marketing channel in each monitoring period of the designated enterprise, the marketing benefit evaluation index corresponding to each marketing channel of the designated enterprise is analyzed to confirm the marketing type corresponding to each marketing channel, among which the marketing type includes key type and warning type;

[0016] Step 7. Marketing channel analysis and feedback: Extract the corresponding numbers of each key marketing channel and each warning marketing channel, and send them to the designated corporate marketing management department.

[0017] Preferably, the specific setting process of setting the marketing proportion weight is as follows:

[0018] The number of associated managers corresponding to each marketing channel is accumulated to obtain the number of comprehensive managers, which is recorded as R;

[0019] The number of associated managers and registered users corresponding to each marketing channel are recorded as R0 i and R1 i , and then through the analysis formula Analyze and obtain the marketing weight ε corresponding to each marketing channel i , n represents the number of marketing channels, s1 and s2 represent the weight factors corresponding to the number of associated managers and the number of registered users, respectively, and e represents a natural number.

[0020] Preferably, the access data includes the number of visitors, the account corresponding to each visitor, the IP location corresponding to each visitor, the first visit time point corresponding to each visitor and the number of repeat visitors; the order data includes the number of completed orders, the transaction personnel account corresponding to each completed order and the transaction time point corresponding to each completed order.

[0021] Preferably, the analysis obtains the visit marketing compliance index corresponding to the specified enterprise in each monitoring period, and the specific analysis process includes the following steps:

[0022] The number of repeat visitors and the number of visitors are extracted from the corresponding visit data of each marketing channel of the designated enterprise in each monitoring period, and are recorded as C ij and F ij , j represents the number corresponding to each monitoring period, j = 1, 2, ... m;

[0023] Extract the account number of each visitor from the corresponding visit data of each marketing channel of the specified enterprise in each monitoring period, and locate the number of historical visitors in each monitoring period in each marketing channel from the marketing personnel information database. Subtract the number of visitors in each monitoring period in each marketing channel from the number of historical visitors to obtain the number of new visitors in each monitoring period in each marketing channel, and record it as Z. ij ;

[0024] By analyzing the formula The marketing compliance index φ1 corresponding to the number of visitors in each monitoring period in each marketing channel is obtained by analysis ij , a1, a2, a3 represent the weight factors corresponding to the number of set visitors, the number of new visitors, and the number of repeated visitors, respectively, F i ′, K i ′、C i ′ respectively represent the reference number of visitors, reference new rate, and reference number of repeat visitors corresponding to the set i-th marketing channel in the unit monitoring period;

[0025] Extract the IP location corresponding to each visitor from the corresponding visit data of each monitoring period in each marketing channel of the designated enterprise, compare the IP location corresponding to each visitor on each monitoring day in each monitoring period in each marketing channel, and screen out the number of IP locations in each monitoring period in each marketing channel and the number of visitors corresponding to each IP location. Record the number of IP locations corresponding to each monitoring period in each marketing channel as S ij ;

[0026] The number of visitors corresponding to each IP location in each monitoring period in each marketing channel is compared with each other, and the highest and lowest number of visitors corresponding to the IP location are selected and recorded as R max ij and R min ij At the same time, the average number of visitors from each marketing channel in each monitoring period is calculated by the mean calculation method, which is recorded as

[0027] According to the number of IP locations corresponding to each monitoring period in each marketing channel, the number of historically visited IP locations in each monitoring period in each marketing channel is located from the marketing personnel information database, and the number of IP locations in each monitoring period in each marketing channel is subtracted from the number of historically visited IP locations to obtain the number of newly added IP locations corresponding to each monitoring period in each marketing channel, which is recorded as X. ij ;

[0028] By analyzing the formula The marketing compliance index φ2 corresponding to the IP location of the visitor in each monitoring period in each marketing channel is obtained through analysis ij , a3, a4, and a5 represent the impact weight factors corresponding to the number of IP locations, the uniformity of IP locations, and the number of newly added IP locations, respectively. S′ i , K″ i They are respectively represented as the number of reference IP locations and the new increase ratio of reference IP locations of the set i-th marketing channel in the unit monitoring period;

[0029] Based on the number of visitors in each monitoring period in each marketing channel and the marketing compliance index corresponding to the IP location of the visitors, the calculation formula is used to calculate the visit marketing compliance index corresponding to the specified enterprise in each monitoring period in each marketing channel.

[0030] Preferably, the specific calculation formula of the visit marketing compliance index corresponding to each monitoring period in each marketing channel of the designated enterprise is: λ ijIt is represented as the visit marketing compliance index corresponding to the jth monitoring period in the i-th marketing channel of the specified enterprise. η1 and η2 represent the weight factors corresponding to the number of visitors and the location of the visiting IP addresses, respectively.

[0031] Preferably, the analysis obtains the transaction marketing compliance index corresponding to the specified enterprise in each marketing channel in each monitoring period, and the specific analysis process includes the following steps:

[0032] Extract the number of completed orders and the corresponding transaction personnel accounts in each completed order from the corresponding order data of each marketing channel of the designated enterprise in each monitoring period, compare the corresponding transaction personnel accounts in each completed order with each other, count the number of transaction personnel in each monitoring period in each marketing channel, and record the number of completed orders and the number of transaction personnel in each monitoring period in each marketing channel as D respectively. ij and H ij ;

[0033] Based on the account number corresponding to each transaction personnel in each monitoring period in each marketing channel, the number of historical transaction personnel in each monitoring period in each marketing channel is located from the marketing personnel information database, and the number of transaction personnel in each monitoring period in each marketing channel is subtracted from the number of historical transaction personnel to obtain the number of new transaction personnel in each monitoring period in each marketing channel, which is recorded as Y. ij ;

[0034] The transaction time points corresponding to each completed order are extracted from the corresponding order data of the designated enterprise in each monitoring period in each marketing channel. According to the transaction personnel account corresponding to each completed order, the transaction interval duration corresponding to each completed order in each monitoring period in each marketing channel is analyzed. The transaction interval duration corresponding to each completed order in each monitoring period in each marketing channel is compared, and the highest transaction interval duration corresponding to the completed order in each monitoring period in each marketing channel is selected and recorded as T. max ij ;

[0035] The calculation formula is used to obtain the transaction marketing compliance index corresponding to the specified enterprise in each marketing channel during each monitoring period.

[0036] Preferably, the specific calculation formula of the transaction marketing compliance index corresponding to each monitoring period in each marketing channel of the designated enterprise is: γ ij represents the transaction marketing compliance index of the specified enterprise in the jth monitoring period in the i marketing channel, b1, b2, b3, b4, b5 represent the corresponding weight factors of the set number of completed orders, visit conversion rate, new transaction ratio, historical retention rate, and transaction interval length, respectively, D i′ is the reference number of completed orders corresponding to the i-th marketing channel in the unit monitoring period, K0, K1, and T′ represent the reference visit conversion rate, reference new transaction ratio, and reference transaction interval respectively.

[0037] Preferably, the specific calculation formula of the marketing benefit evaluation index corresponding to each marketing channel of the designated enterprise is: ξ i It is represented as the marketing benefit evaluation index of the specified enterprise in the i-th marketing channel. μ1 and μ2 are the weight factors corresponding to the set visit marketing and transaction marketing. is the set correction factor.

[0038] Preferably, the specific confirmation process of confirming the marketing type corresponding to each marketing channel is as follows:

[0039] The marketing effectiveness evaluation index corresponding to each marketing channel of the designated enterprise is compared with the set standard marketing effectiveness evaluation index threshold corresponding to each marketing channel. If the marketing effectiveness evaluation index corresponding to a marketing channel is smaller than its standard marketing effectiveness evaluation index threshold, the marketing type corresponding to the marketing channel will be used as a warning type; otherwise, the marketing type corresponding to the marketing channel will be used as a key type of vehicle, thereby obtaining the marketing type corresponding to each marketing channel.

[0040] A second aspect of the present invention provides a marketing data analysis and processing system based on big data, the system comprising:

[0041] The enterprise basic marketing information statistics module is used to count the number of marketing channels currently deployed by the specified enterprise, and obtain the corresponding number of associated managers in each marketing channel and the corresponding marketing date of the products in each marketing channel;

[0042] The marketing monitoring information setting module is used to set the monitoring cycle according to the marketing date corresponding to the product in each marketing channel and the set time interval, and also set the marketing proportion weight corresponding to each marketing channel;

[0043] The enterprise marketing data extraction module is used to extract the corresponding marketing data of the specified enterprise in each monitoring period in each marketing channel from the background of each marketing channel;

[0044] The enterprise marketing data analysis module is used to analyze the marketing data corresponding to each monitoring period in each marketing channel of the specified enterprise, and to determine the marketing effectiveness evaluation index corresponding to each marketing channel of the specified enterprise, thereby confirming the marketing type corresponding to each marketing channel.

[0045] The marketing personnel information database is used to store the account number and IP address of each historical visitor, and the account number of each historical transaction personnel;

[0046] The marketing channel analysis feedback terminal is used to extract the numbers corresponding to each key marketing channel and each warning marketing channel, and send them to the designated enterprise marketing management department.

[0047] Compared with the prior art, the present invention has the following beneficial effects:

[0048] (1) The present invention provides a marketing data analysis and processing method based on big data. By collecting statistics on the basic marketing information of the enterprise, setting a marketing monitoring cycle and a marketing weight, the corresponding access data and order data in each marketing channel within each marketing monitoring cycle are monitored and analyzed, and the marketing benefit evaluation index corresponding to each marketing channel of the specified enterprise is obtained. On the one hand, it effectively solves the problem that the current technology does not analyze the marketing situation of different marketing channels, provides reliable decision-making suggestions for the subsequent selection of marketing channels by the enterprise, and promotes the management process of each marketing channel by the enterprise. On the other hand, it expands the management and analysis basis of each marketing channel, so that the management effect of each marketing channel by the enterprise is significantly improved, and at the same time, it provides a clear direction for the rectification of the subsequent marketing strategy of the enterprise. On the other hand, it avoids the one-sidedness of the current single analysis dimension, enhances the analysis strength of the marketing channel, and realizes the targeted and personalized management of each marketing channel.

[0049] (2) When analyzing enterprise access data, the present invention breaks the limitations of the current general analysis method by analyzing the two major dimensions of the number of visitors and the IP location, enriches the analysis basis of the enterprise's various marketing channels, greatly improves the rationality of the marketing status analysis of the enterprise's various marketing channels, and ensures the accuracy of the marketing status analysis results of the enterprise's various marketing channels, highlights the marketing status of the enterprise's various marketing channels, and at the same time ensures the reference value of the marketing status analysis results of the enterprise's various marketing channels. BRIEF DESCRIPTION OF THE DRAWINGS

[0050] In order to more clearly illustrate the technical solutions of the embodiments of the present invention, the accompanying drawings required for describing the embodiments will be briefly introduced below. Obviously, the accompanying drawings described below are only some embodiments of the present invention. For ordinary technicians in this field, other accompanying drawings can be obtained based on these accompanying drawings without paying creative work.

[0051] Figure 1 It is a schematic flow chart of the steps for implementing the method of the present invention;

[0052] Figure 2 It is a schematic diagram of the connection of each module of the system of the present invention. DETAILED DESCRIPTION

[0053] The above contents in combination with the implementation of the present invention are merely examples and explanations of the concept of the present invention. The technical personnel in the relevant technical field may make various modifications or supplements to the specific embodiments described or replace them in a similar manner. As long as they do not deviate from the concept of the invention or exceed the scope defined by the claims, they shall all fall within the protection scope of the present invention.

[0054] See also Figure 1 As shown, the present invention provides a marketing data analysis and processing method based on big data, the method comprising the following steps:

[0055] Step 1: Statistics of basic marketing information of enterprises: Statistics the number of marketing channels currently deployed by the specified enterprise, and obtain the number of associated managers corresponding to each marketing channel, the number of registered users corresponding to each marketing channel, and the marketing date corresponding to the products in each marketing channel, and then number each marketing channel in the set order, marked as 1, 2, ...i, ...n in sequence;

[0056] Step 2: Setting marketing monitoring information: According to the marketing date corresponding to the product in each marketing channel, set the monitoring cycle according to the set time interval, and set the marketing proportion weight based on the number of associated managers in each marketing channel. The marketing proportion weight corresponding to each marketing channel is obtained and recorded as ε i , i represents the number corresponding to each marketing channel, i=1,2,......n;

[0057] In the above, the marketing weight is set. The specific setting process is as follows:

[0058] The number of associated managers corresponding to each marketing channel is accumulated to obtain the number of comprehensive managers, which is recorded as R;

[0059] The number of associated managers and registered users corresponding to each marketing channel are recorded as R0 i and R1 i , and then through the analysis formula Analyze and obtain the marketing weight ε corresponding to each marketing channel i , n represents the number of marketing channels, s1 and s2 represent the weight factors corresponding to the number of associated managers and the number of registered users, respectively, and e represents a natural number.

[0060] It should be noted that by setting the corresponding weights for each marketing channel, the subsequent analysis results of the access data and order data of each marketing channel can be more useful for reference.

[0061] Step 3: Enterprise marketing data extraction: extract the corresponding marketing data of the specified enterprise in each monitoring period in each marketing channel from the background of each marketing channel, where the marketing data includes visit data and order data;

[0062] Specifically, the access data includes the number of visitors, the account corresponding to each visitor, the IP location corresponding to each visitor, the time of first visit corresponding to each visitor and the number of repeat visitors; the order data includes the number of completed orders, the account of the transaction personnel corresponding to each completed order and the transaction time corresponding to each completed order.

[0063] Step 4: Enterprise visit data analysis: According to the visit data corresponding to each monitoring period in each marketing channel of the designated enterprise, the visit marketing compliance index corresponding to each monitoring period in each marketing channel of the designated enterprise is analyzed;

[0064] Exemplarily, the visit marketing compliance index corresponding to the specified enterprise in each monitoring period is obtained by parsing, and the specific parsing process includes the following steps:

[0065] The number of repeat visitors and the number of visitors are extracted from the corresponding visit data of each marketing channel of the designated enterprise in each monitoring period, and are recorded as C ij and F ij , j represents the number corresponding to each monitoring period, j = 1, 2, ... m;

[0066] Extract the account number of each visitor from the corresponding visit data of each marketing channel of the specified enterprise in each monitoring period, and locate the number of historical visitors in each monitoring period in each marketing channel from the marketing personnel information database. Subtract the number of visitors in each monitoring period in each marketing channel from the number of historical visitors to obtain the number of new visitors in each monitoring period in each marketing channel, and record it as Z. ij ;

[0067] By analyzing the formula The marketing compliance index φ1 corresponding to the number of visitors in each monitoring period in each marketing channel is obtained by analysis ij , a1, a2, a3 represent the weight factors corresponding to the number of set visitors, the number of new visitors, and the number of repeated visitors, respectively, F′ i , K′ i , C′ i They are respectively represented as the reference number of visitors, reference new ratio, and reference number of repeat visitors corresponding to the set i-th marketing channel in the unit monitoring period;

[0068] Extract the IP location corresponding to each visitor from the corresponding visit data of each monitoring period in each marketing channel of the designated enterprise, compare the IP location corresponding to each visitor on each monitoring day in each monitoring period in each marketing channel, and screen out the number of IP locations in each monitoring period in each marketing channel and the number of visitors corresponding to each IP location. Record the number of IP locations corresponding to each monitoring period in each marketing channel as S ij ;

[0069] The number of visitors corresponding to each IP location in each monitoring period in each marketing channel is compared with each other, and the highest and lowest number of visitors corresponding to the IP location are selected and recorded as R max ij and R min ij At the same time, the average number of visitors from each marketing channel in each monitoring period is calculated by the mean calculation method, which is recorded as

[0070] According to the number of IP locations corresponding to each monitoring period in each marketing channel, the number of historically visited IP locations in each monitoring period in each marketing channel is located from the marketing personnel information database, and the number of IP locations in each monitoring period in each marketing channel is subtracted from the number of historically visited IP locations to obtain the number of newly added IP locations corresponding to each monitoring period in each marketing channel, which is recorded as X. ij ;

[0071] By analyzing the formula The marketing compliance index φ2 corresponding to the IP location of the visitor in each monitoring period in each marketing channel is obtained through analysis ij , a3, a4, and a5 represent the impact weight factors corresponding to the number of IP locations, the uniformity of IP locations, and the number of newly added IP locations, respectively. S′ i , K″ i They are respectively represented as the number of reference IP locations and the new increase ratio of reference IP locations of the set i-th marketing channel in the unit monitoring period;

[0072] It should be noted that the more diverse the regions, the wider the dissemination, and the higher the popularity and popularity of product marketing, so it is necessary to analyze the IP location of visitors.

[0073] According to the number of visitors in each monitoring period in each marketing channel and the marketing compliance index corresponding to the IP location of the visitors, the marketing compliance index of the visit corresponding to each monitoring period in each marketing channel of the specified enterprise is calculated through the calculation formula. The specific calculation formula is: λ ijIt is represented by the visit marketing compliance index of the specified enterprise in the i-th marketing channel during the j-th monitoring period, η1 and η2 are the weight factors corresponding to the number of visitors and the location of the visiting IP addresses, respectively;

[0074] When analyzing enterprise access data, the embodiment of the present invention breaks the limitations of the current general analysis method by analyzing the two major dimensions of the number of visitors and the IP location, enriches the analysis basis of the enterprise's various marketing channels, greatly improves the rationality of the marketing status analysis of the enterprise's various marketing channels, and ensures the accuracy of the marketing status analysis results of the enterprise's various marketing channels, highlights the marketing status of the enterprise's various marketing channels, and at the same time ensures the reference value of the marketing status analysis results of the enterprise's various marketing channels.

[0075] Step 5: Enterprise order data analysis: According to the order data corresponding to the specified enterprise in each monitoring period in each marketing channel, the transaction marketing compliance index corresponding to the specified enterprise in each monitoring period in each marketing channel is analyzed;

[0076] Exemplarily, the transaction marketing compliance index corresponding to a specified enterprise in each marketing channel in each monitoring period is obtained by parsing. The specific parsing process includes the following steps:

[0077] Extract the number of completed orders and the corresponding transaction personnel accounts in each completed order from the corresponding order data of each marketing channel of the designated enterprise in each monitoring period, compare the corresponding transaction personnel accounts in each completed order with each other, count the number of transaction personnel in each monitoring period in each marketing channel, and record the number of completed orders and the number of transaction personnel in each monitoring period in each marketing channel as D respectively. ij and H ij ;

[0078] Based on the account number corresponding to each transaction personnel in each monitoring period in each marketing channel, the number of historical transaction personnel in each monitoring period in each marketing channel is located from the marketing personnel information database, and the number of transaction personnel in each monitoring period in each marketing channel is subtracted from the number of historical transaction personnel to obtain the number of new transaction personnel in each monitoring period in each marketing channel, which is recorded as Y. ij ;

[0079] The transaction time points corresponding to each completed order are extracted from the corresponding order data of the designated enterprise in each monitoring period in each marketing channel. According to the transaction personnel account corresponding to each completed order, the transaction interval duration corresponding to each completed order in each monitoring period in each marketing channel is analyzed. The transaction interval duration corresponding to each completed order in each monitoring period in each marketing channel is compared, and the highest transaction interval duration corresponding to the completed order in each monitoring period in each marketing channel is selected and recorded as T. max ij ;

[0080] It should be noted that the transaction interval refers to the interval between the trader's first visit time and the transaction time. The transaction interval analysis process is as follows: based on the trader's account corresponding to each transaction order, the first visit time corresponding to the trader in each transaction order is located from the access data in each monitoring period in each marketing channel, and the transaction time corresponding to each transaction order in each monitoring period in each marketing channel is compared with the first visit time corresponding to the trader, so as to obtain the transaction interval corresponding to each transaction order in each monitoring period in each marketing channel.

[0081] The calculation formula is used to obtain the transaction marketing compliance index of a specified enterprise in each marketing channel during each monitoring period. The specific calculation formula is: γ ij represents the transaction marketing compliance index of the specified enterprise in the jth monitoring period in the i marketing channel, b1, b2, b3, b4, b5 represent the corresponding weight factors of the set number of completed orders, visit conversion rate, new transaction ratio, historical retention rate, and transaction interval length, respectively, D i ′ is the reference number of completed orders corresponding to the i-th marketing channel in the unit monitoring period, K0, K1, and T′ represent the reference visit conversion rate, reference new transaction ratio, and reference transaction interval respectively;

[0082] It should be noted that the longer the transaction interval, the longer the hesitation period of the transaction personnel, which indirectly highlights the weak product marketing effect; the higher the visit conversion rate and the higher the transaction volume, the better the marketing effect; the higher the historical retention rate, the stronger the stickiness between the company and its customers, and the better the marketing effect; the number of new transaction users is a key concern of the company's development. The higher the number of new transaction users, the better the company's marketing effect.

[0083] Step 6: Analysis of enterprise marketing benefits: According to the visit marketing compliance index, transaction marketing compliance index and the corresponding weight of each marketing channel in each monitoring period of the designated enterprise, the marketing benefit evaluation index corresponding to each marketing channel of the designated enterprise is analyzed to confirm the marketing type corresponding to each marketing channel, among which the marketing type includes key type and warning type;

[0084] In the above, the specific calculation formula for the marketing effectiveness evaluation index corresponding to each marketing channel of a specified enterprise is: ξ i It is represented as the marketing benefit evaluation index of the specified enterprise in the i-th marketing channel. μ1 and μ2 are the weight factors corresponding to the set visit marketing and transaction marketing. is the set correction factor.

[0085] Furthermore, the marketing type corresponding to each marketing channel is confirmed. The specific confirmation process is: compare the marketing effectiveness evaluation index corresponding to each marketing channel of the designated enterprise with the set standard marketing effectiveness evaluation index threshold corresponding to each marketing channel. If the marketing effectiveness evaluation index corresponding to a marketing channel is less than its standard marketing effectiveness evaluation index threshold, then the marketing type corresponding to the marketing channel will be used as a warning type; otherwise, the marketing type corresponding to the marketing channel will be used as a key type of vehicle, thereby obtaining the marketing type corresponding to each marketing channel.

[0086] Step 7. Marketing channel analysis and feedback: Extract the corresponding numbers of each key marketing channel and each warning marketing channel, and send them to the designated corporate marketing management department.

[0087] The embodiment of the present invention collects statistics on the basic marketing information of the enterprise, sets a marketing monitoring cycle and a marketing proportion weight, thereby monitoring and analyzing the corresponding access data and order data in each marketing channel within each marketing monitoring cycle, and obtaining the marketing benefit evaluation index corresponding to the specified enterprise in each marketing channel. On the one hand, it effectively solves the problem that the current technology does not analyze the marketing situation of different marketing channels, provides reliable decision-making suggestions for the subsequent selection of marketing channels by the enterprise, and promotes the management process of the enterprise for each marketing channel. On the other hand, it expands the management and analysis basis of each marketing channel, so that the management effect of the enterprise on its each marketing channel is significantly improved, and at the same time provides a clear direction for the rectification of the enterprise's subsequent marketing strategy. On the other hand, it avoids the one-sidedness of the current single analysis dimension, enhances the analysis strength of the marketing channel, and realizes the targeted and personalized management of each marketing channel.

[0088] please Figure 2 As shown, the present invention provides a marketing data analysis and processing system based on big data, which includes an enterprise basic marketing information statistics module, a marketing monitoring information setting module, an enterprise marketing data extraction module, an enterprise marketing data analysis module, a marketing personnel information database and a marketing channel analysis feedback terminal;

[0089] Among them, the enterprise marketing data analysis module is respectively connected with the marketing monitoring information setting module, the enterprise marketing data extraction module, the marketing personnel information database and the marketing channel analysis feedback terminal, and the marketing monitoring information setting module is respectively connected with the enterprise basic marketing information statistics module and the enterprise marketing data extraction module;

[0090] The enterprise basic marketing information statistics module is used to count the number of marketing channels currently deployed by the specified enterprise, and obtain the number of associated managers corresponding to each marketing channel and the marketing date corresponding to the product in each marketing channel;

[0091] The marketing monitoring information setting module is used to set the monitoring period according to the marketing date corresponding to the product in each marketing channel and the set time interval, and at the same time set the marketing proportion weight corresponding to each marketing channel;

[0092] The enterprise marketing data extraction module is used to extract the marketing data corresponding to the specified enterprise in each monitoring period in each marketing channel from the background of each marketing channel;

[0093] The enterprise marketing data analysis module is used to analyze the marketing data corresponding to each monitoring period of each marketing channel of the specified enterprise, and the marketing benefit evaluation index corresponding to each marketing channel of the specified enterprise, thereby confirming the marketing type corresponding to each marketing channel.

[0094] The marketing personnel information database is used to store the account number corresponding to each historical visitor and the IP location corresponding to each historical visitor, and store the account number corresponding to each historical transaction personnel;

[0095] The marketing channel analysis feedback terminal is used to extract the numbers corresponding to each key marketing channel and each early warning marketing channel, and send them to the designated enterprise marketing management department.

[0096] The above contents are merely examples and explanations of the concept of the present invention. The technicians in this technical field may make various modifications or additions to the specific embodiments described or replace them in a similar manner. As long as they do not deviate from the concept of the invention or exceed the scope defined by the claims, they should all fall within the protection scope of the present invention.

Claims

1. A marketing data analysis and processing method based on big data, characterized by: The method comprises the following steps: Step 1: Statistics of basic marketing information of enterprises: Statistics the number of marketing channels currently deployed by the specified enterprise, and obtain the number of associated managers corresponding to each marketing channel, the number of registered users corresponding to each marketing channel, and the marketing date corresponding to the products in each marketing channel, and then number each marketing channel in the set order; Step 2: Setting marketing monitoring information: According to the marketing date corresponding to the product in each marketing channel, set the monitoring cycle according to the set time interval, and set the marketing proportion weight based on the corresponding number of associated managers and registered users in each marketing channel. The marketing proportion weight corresponding to each marketing channel is obtained and recorded as ε i , i represents the number corresponding to each marketing channel, i=1,2,......n; Step 3: Enterprise marketing data extraction: extract the corresponding marketing data of the specified enterprise in each monitoring period in each marketing channel from the background of each marketing channel, where the marketing data includes visit data and order data; Step 4: Enterprise visit data analysis: According to the visit data corresponding to each monitoring period in each marketing channel of the designated enterprise, the visit marketing compliance index corresponding to each monitoring period in each marketing channel of the designated enterprise is analyzed; Step 5: Enterprise order data analysis: According to the order data corresponding to the specified enterprise in each monitoring period in each marketing channel, the transaction marketing compliance index corresponding to the specified enterprise in each monitoring period in each marketing channel is analyzed; Step 6: Analysis of enterprise marketing benefits: According to the visit marketing compliance index, transaction marketing compliance index and the corresponding weight of each marketing channel in each monitoring period of the designated enterprise, the marketing benefit evaluation index corresponding to each marketing channel of the designated enterprise is analyzed to confirm the marketing type corresponding to each marketing channel, among which the marketing type includes key type and warning type; Step 7: Marketing channel analysis and feedback: extract the corresponding numbers of each key marketing channel and each warning marketing channel, and send them to the designated enterprise marketing management department; The specific setting process of setting the marketing proportion weight is as follows: The number of associated managers corresponding to each marketing channel is accumulated to obtain the number of comprehensive managers, which is recorded as R; The number of associated managers and registered users corresponding to each marketing channel are recorded as R0 i and R1 i , and then through the analysis formula Analyze and obtain the marketing weight ε corresponding to each marketing channel i , n represents the number of marketing channels, s1 and s2 represent the weight factors corresponding to the number of associated managers and the number of registered users, respectively, and e represents a natural number; The access data includes the number of visitors, the account number corresponding to each visitor, the IP location corresponding to each visitor, the time point of first visit corresponding to each visitor, and the number of repeat visitors; the order data includes the number of completed orders, the account number of the trader corresponding to each completed order, and the transaction time point corresponding to each completed order; The analysis obtains the visit marketing compliance index corresponding to the specified enterprise in each monitoring period. The specific analysis process includes the following steps: The number of repeat visitors and the number of visitors are extracted from the corresponding visit data of each marketing channel of the designated enterprise in each monitoring period, and are recorded as C ij and F ij , j represents the number corresponding to each monitoring period, j = 1, 2, ... m; Extract the account number of each visitor from the corresponding visit data of each marketing channel of the specified enterprise in each monitoring period, and locate the number of historical visitors in each monitoring period in each marketing channel from the marketing personnel information database. Subtract the number of visitors in each monitoring period in each marketing channel from the number of historical visitors to obtain the number of new visitors in each monitoring period in each marketing channel, and record it as Z. ij ; By analyzing the formula The marketing compliance index φ1 corresponding to the number of visitors in each monitoring period in each marketing channel is obtained by analysis ij , a1, a2, a3 represent the weight factors corresponding to the number of set visitors, the number of new visitors, and the number of repeated visitors, respectively, F i ′, K i ′、C i ′ respectively represent the reference number of visitors, reference new rate, and reference number of repeat visitors corresponding to the set i-th marketing channel in the unit monitoring period; Extract the IP location corresponding to each visitor from the corresponding visit data of each monitoring period in each marketing channel of the designated enterprise, compare the IP location corresponding to each visitor on each monitoring day in each monitoring period in each marketing channel, and screen out the number of IP locations in each monitoring period in each marketing channel and the number of visitors corresponding to each IP location. Record the number of IP locations corresponding to each monitoring period in each marketing channel as S ij ; The number of visitors corresponding to each IP location in each monitoring period in each marketing channel is compared with each other, and the highest and lowest number of visitors corresponding to the IP location are selected and recorded as R max ij and R min ij At the same time, the average number of visitors from each marketing channel in each monitoring period is calculated by the mean calculation method, which is recorded as ; According to the number of IP locations corresponding to each monitoring period in each marketing channel, the number of historically visited IP locations in each monitoring period in each marketing channel is located from the marketing personnel information database, and the number of IP locations in each monitoring period in each marketing channel is subtracted from the number of historically visited IP locations to obtain the number of newly added IP locations corresponding to each monitoring period in each marketing channel, which is recorded as X. ij ; By analyzing the formula The marketing compliance index φ2 corresponding to the IP location of the visitor in each monitoring period in each marketing channel is obtained through analysis ij , a4, a5, and a6 represent the impact weight factors corresponding to the number of IP locations, the uniformity of IP locations, and the number of newly added IP locations, respectively. S i ′, K i ″ respectively represent the number of reference IP locations and the new increase ratio of reference IP locations of the set i-th marketing channel within the unit monitoring period; According to the number of visitors in each monitoring period in each marketing channel and the marketing compliance index corresponding to the IP location of the visitors, the marketing compliance index of the visit corresponding to each monitoring period in each marketing channel of the specified enterprise is calculated through a calculation formula; The specific calculation formula of the visit marketing compliance index corresponding to each monitoring period in each marketing channel of the designated enterprise is: λ ij It is represented by the visit marketing compliance index of the specified enterprise in the i-th marketing channel during the j-th monitoring period, η1 and η2 are the weight factors corresponding to the number of visitors and the location of the visiting IP addresses, respectively; The analysis obtains the transaction marketing compliance index corresponding to each monitoring period in each marketing channel of the specified enterprise. The specific analysis process includes the following steps: Extract the number of completed orders and the corresponding transaction personnel accounts in each completed order from the corresponding order data of each marketing channel of the designated enterprise in each monitoring period, compare the corresponding transaction personnel accounts in each completed order with each other, count the number of transaction personnel in each monitoring period in each marketing channel, and record the number of completed orders and the number of transaction personnel in each monitoring period in each marketing channel as D respectively. ij and H ij ; Based on the account number corresponding to each transaction personnel in each monitoring period in each marketing channel, the number of historical transaction personnel in each monitoring period in each marketing channel is located from the marketing personnel information database, and the number of transaction personnel in each monitoring period in each marketing channel is subtracted from the number of historical transaction personnel to obtain the number of new transaction personnel in each monitoring period in each marketing channel, which is recorded as Y. ij ; The transaction time points corresponding to each completed order are extracted from the corresponding order data of the designated enterprise in each monitoring period in each marketing channel. According to the transaction personnel account corresponding to each completed order, the transaction interval duration corresponding to each completed order in each monitoring period in each marketing channel is analyzed. The transaction interval duration corresponding to each completed order in each monitoring period in each marketing channel is compared, and the highest transaction interval duration corresponding to the completed order in each monitoring period in each marketing channel is selected and recorded as T. max ij ; Use the calculation formula to obtain the transaction marketing compliance index of the specified enterprise in each marketing channel during each monitoring period; The specific calculation formula for the transaction marketing compliance index of the designated enterprise in each marketing channel during each monitoring period is: γ ij represents the transaction marketing compliance index of the specified enterprise in the jth monitoring period in the i marketing channel, b1, b2, b3, b4, b5 represent the corresponding weight factors of the set number of completed orders, visit conversion rate, new transaction ratio, historical retention rate, and transaction interval length, respectively, D i ′ is the reference number of completed orders corresponding to the i-th marketing channel in the unit monitoring period, K0, K1, and T′ represent the reference visit conversion rate, reference new transaction ratio, and reference transaction interval respectively; The specific calculation formula for the marketing benefit evaluation index of the designated enterprise corresponding to each marketing channel is: ξ i It is represented as the marketing benefit evaluation index of the specified enterprise in the i-th marketing channel, μ1 and μ2 are the weight factors corresponding to the set visit marketing and transaction marketing respectively. is the set correction factor; The specific confirmation process of confirming the marketing type corresponding to each marketing channel is as follows: comparing the marketing effectiveness evaluation index corresponding to each marketing channel of the designated enterprise with the set standard marketing effectiveness evaluation index threshold corresponding to each marketing channel; if the marketing effectiveness evaluation index corresponding to a marketing channel is less than its standard marketing effectiveness evaluation index threshold, then the marketing type corresponding to the marketing channel is used as a warning type; otherwise, the marketing type corresponding to the marketing channel is used as a key type, thereby obtaining the marketing type corresponding to each marketing channel.

2. A marketing data analysis and processing system based on big data, used to execute the method according to claim 1, characterized in that: The system includes: The enterprise basic marketing information statistics module is used to count the number of marketing channels currently deployed by the specified enterprise, and obtain the corresponding number of associated managers in each marketing channel and the corresponding marketing date of the products in each marketing channel; The marketing monitoring information setting module is used to set the monitoring cycle according to the marketing date corresponding to the product in each marketing channel and the set time interval, and also set the marketing proportion weight corresponding to each marketing channel; The enterprise marketing data extraction module is used to extract the corresponding marketing data of the specified enterprise in each monitoring period in each marketing channel from the background of each marketing channel; The enterprise marketing data analysis module is used to analyze the marketing data corresponding to each monitoring period of each marketing channel of the specified enterprise, obtain the marketing benefit evaluation index corresponding to each marketing channel of the specified enterprise, and thereby confirm the marketing type corresponding to each marketing channel; The marketing personnel information database is used to store the account number and IP address of each historical visitor, and the account number of each historical transaction personnel; The marketing channel analysis feedback terminal is used to extract the numbers corresponding to each key marketing channel and each warning marketing channel, and send them to the designated enterprise marketing management department.

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