Marketing management method and system for websites and channels

Abstract

The invention relates to the technical field of marketing management, and discloses a marketing management method and system for websites and channels, and the method comprises the steps: generating a first marketing strategy based on a first click rate, displaying the first marketing strategy, obtaining a second click rate and a corresponding conversion rate through monitoring, generating a second marketing strategy, and displaying the second marketing strategy. The system corresponds to the method. According to the method, fine adjustment of display parameters, dynamic configuration of channel resources, deep evaluation of a propagation effect and strategy iterative optimization are realized, scientific management of a whole multi-channel marketing process is realized, the utilization efficiency of the marketing resources is improved, the accurate control capability of an enterprise on the channel value is enhanced, finally, the marketing conversion rate is promoted to be improved, the market competitiveness is enhanced, and the market competitiveness is improved. And a complex and changeable market environment is efficiently adapted.

Description

Technical Field

[0001] The present application relates to the technical field of marketing management, and specifically to a marketing management method and system for websites and channels. Background Art

[0002] In the era of digital marketing, the marketing management of websites and channels is crucial for the development of enterprises. However, the inventor has found many deficiencies in the application of existing technologies in marketing management, which are manifested in:

[0003] On the one hand, content management is scattered and chaotic. The content management methods of different websites and channels vary greatly, lacking a unified and standardized process. For example, operations such as picture uploading, review, classification, and website content release management lack consistency, resulting in low management efficiency, difficult-to-guarantee content quality, and an inability to provide users with a unified brand experience;

[0004] On the other hand, data is not fully utilized. Although a large amount of data can be collected, it is difficult to deeply explore the data value, and it is difficult to accurately optimize marketing content and strategies based on the data, resulting in a waste of marketing resources and poor marketing effects.

[0005] Chinese Patent No. CN202410832945.3 discloses a multi-channel digital marketing data management system and method based on big data. In terms of marketing management, its functions mainly focus on data-driven marketing recommendations, lacking key marketing management links such as website content review, permission control, and customer relationship maintenance, and unable to fully meet the marketing needs of enterprises. Further, in terms of system coordination, this invention focuses on a single multi-channel digital marketing data management, without forming a collaborative working mode among multiple systems, and unable to achieve data sharing and business complementarity among systems such as website carousel management systems, website recommendation management systems, and new channel marketing platforms, making it difficult to cope with complex and changeable marketing scenarios.

[0006] In summary, there is an urgent need for a new technical solution for website and channel marketing management to solve the above technical problems. Summary of the Invention

[0007] The purpose of the present application is to provide a marketing management method and system for websites and channels to solve the technical problems mentioned in the above background art.

[0008] To achieve the above purpose, the present application discloses the following technical solutions:

[0009] First aspect, the present application discloses a marketing management method for websites and channels, and the method includes the following steps: S1: Perform display based on preset display requirements, where the display requirements at least include the type of channels for display and the corresponding number of channels, the display duration for display on each channel and the corresponding display frequency; S2: Monitor the process of display based on the display requirements to obtain the first click-through rate when displaying on each channel; The method further includes the following steps:

[0010] S3: Modify the display requirements based on the first click-through rate to generate a first marketing strategy, and perform display based on the first marketing strategy;

[0011] S4: Monitor the process of display based on the first marketing strategy to obtain the second click-through rate and the corresponding conversion rate when displaying on each channel;

[0012] S5: Modify the first marketing strategy based on the second click-through rate and the corresponding conversion rate to generate a second marketing strategy, and perform display based on the second marketing strategy.

[0013] Preferably, the step of modifying the display requirements based on the first click-through rate to generate a first marketing strategy includes the following steps:

[0014] A1: Statistically analyze the first click-through rate of each channel type;

[0015] A2: For the channel type with the first click-through rate less than the corresponding preset threshold, reduce the corresponding number of channels or eliminate the channel type, otherwise increase the corresponding number of channels;

[0016] A3: Calculate the first channel change rate between the modified channel type and the corresponding number of channels and the preset display requirements. The first channel change rate is calculated through the following formula:

[0017]

[0018] Where:

[0019] ΔQD1 is the calculated first channel change rate;

[0020] C i,1 is the number of channels of the i-th type in the first marketing strategy;

[0021] C i,0 is the number of channels of the i-th type in the display requirements;

[0022] n2 is the number of channel types in the first marketing strategy;

[0023] n1 is the number of channel types in the display requirements;

[0024] is the average value of the first click-through rates of each channel type.

[0025] Preferably, generating the first marketing strategy according to the first click-through rate correction display requirement further includes the following steps:

[0026] B1: When the first channel change rate is greater than or equal to the preset channel change rate threshold, directly update the channel type and the corresponding number of channels to generate the first marketing strategy; otherwise, execute step B2.

[0027] B2: Obtain the display duration in the first marketing strategy based on the display duration in the display requirement and the preset display duration adjustment coefficient, obtain the display frequency in the first marketing strategy based on the display frequency in the display requirement and the preset display frequency adjustment coefficient, and generate the first marketing strategy based on the obtained display duration and display frequency in the first marketing strategy.

[0028] Preferably, the calculation formula for the conversion rate is:

[0029]

[0030] Where:

[0031] ΔZH is the calculated conversion rate;

[0032] P is the number of direct purchases after clicking;

[0033] O is the optimized number of purchases after dissemination;

[0034] CL is the number of clicks;

[0035] S is the number of disseminations;

[0036] α and β are preset weight coefficients;

[0037] T is the preset conversion period.

[0038] Preferably, correcting the first marketing strategy based on the second click-through rate and the corresponding conversion rate to generate the second marketing strategy includes the following steps:

[0039] C1: Analyze the second click-through rate of each channel type and the conversion rate that changes periodically, calculate the dynamic marketing index based on the second click-through rate and the conversion rate, and the calculation formula for the dynamic marketing index is:

[0040]

[0041] Where:

[0042] DYZ is the calculated dynamic marketing index;

[0043] γ is the preset comprehensive coefficient;

[0044] DJ2 is the second click-through rate;

[0045] C2: Determine whether the dynamic marketing metrics corresponding to different channel types are less than the preset dynamic marketing metric threshold. If so, reduce the corresponding number of channels or eliminate the channel type; otherwise, increase the corresponding number of channels.

[0046] C4: Calculate the second channel change rate between the corrected channel types and the corresponding number of channels and the preset display requirements. The second channel change rate is calculated by the following formula:

[0047]

[0048] Where:

[0049] ΔQD1 is the calculated second channel change rate;

[0050] C i,1 is the number of channels of the i-th type in the first marketing strategy;

[0051] C i,2 is the number of channels of the i-th type in the second marketing strategy;

[0052] n2 is the number of channel types in the first marketing strategy;

[0053] n3 is the number of channel types in the second marketing strategy;

[0054] is the average value of the second click-through rates of each channel type.

[0055] Preferably, the step of generating the second marketing strategy by correcting the first marketing strategy based on the second click-through rate and the corresponding conversion rate further includes the following steps:

[0056] C1: When the second channel change rate is greater than or equal to the preset channel change rate threshold, directly update the channel types and the corresponding number of channels to generate the second marketing strategy; otherwise, execute step C2;

[0057] C2: Obtain the display duration in the second marketing strategy based on the display duration in the first marketing strategy and the preset display duration adjustment coefficient, obtain the display frequency in the second marketing strategy based on the display frequency in the first marketing strategy and the preset display frequency adjustment coefficient, and generate the second marketing strategy based on the obtained display duration in the second marketing strategy and the display frequency in the second marketing strategy.

[0058] Preferably, the calculation formula of the channel change rate threshold is:

[0059]

[0060] Where:

[0061] W i is the preset weight coefficient for the i-th type of channel;

[0062] B i is the benchmark change rate for the i-th type of channel, which is obtained based on the historical average change rate of this channel type;

[0063] p is the total number of channel types.

[0064] Preferably, the statistical method for the number of propagations is as follows:

[0065] Set a unique identification code for the user sharing behavior, conduct traceability tracking based on the unique identification code, count the levels of each propagation link and the corresponding number of nodes, and the calculation formula for the number of propagations is:

[0066]

[0067] Where:

[0068] S is the calculated number of propagations, which is used to quantify the propagation scale of the entire propagation link;

[0069] C total is the total number of levels of the propagation link;

[0070] c is a variable for traversing the levels until C total ;

[0071] c a is the preset weight coefficient for level c, which is used to reflect the propagation influence of different levels;

[0072] J c is the number of nodes in the c-th layer;

[0073] j is a variable for traversing the nodes in the c-th layer until J c nodes are traversed;

[0074] j b is the preset weight coefficient for node j, which is used to reflect the importance difference of nodes in the same layer.

[0075] Preferably, the statistical method for the optimized purchase times after propagation is as follows:

[0076] Conduct traceability tracking based on the unique identification code to identify the purchase behavior generated through the propagation link; when it is monitored that the source of the purchase behavior corresponds to the propagation link, record this purchase behavior; according to the preset statistical period, accumulate the purchase times generated through the propagation link to form the optimized purchase times after propagation, where the source of the propagation link is determined through the propagation level and node information associated with the unique identification code.

[0077] Second aspect, the present application discloses a marketing management system for websites and channels, applicable to the marketing management method for websites and channels as described above, including:

[0078] An original display module, configured to perform display based on preset display requirements, where the display requirements at least include the type of display channels and the corresponding number of channels, the display duration and the corresponding display frequency for display on each channel;

[0079] A first monitoring module, configured to monitor the process of display based on the display requirements to obtain the first click-through rate when displaying on each channel;

[0080] A first display module, configured to generate a first marketing strategy by correcting the display requirements based on the first click-through rate, and perform display based on the first marketing strategy;

[0081] A second monitoring module, configured to monitor the process of display based on the first marketing strategy to obtain the second click-through rate and the corresponding conversion rate when displaying on each channel;

[0082] A second display module, configured to generate a second marketing strategy by correcting the first marketing strategy based on the second click-through rate and the corresponding conversion rate, and perform display based on the second marketing strategy;

[0083] Wherein, the original display module, the first monitoring module, the first display module, the second monitoring module and the second display module are sequentially communicatively connected.

[0084] Beneficial effects: The marketing management method and system for websites and channels of the present application take the first click-through rate, the second click-through rate and the conversion rate as the core to realize data-driven marketing decisions; by quantifying the channel change rate, it provides an objective basis for strategy adjustment, and based on the dynamic formula of display duration and frequency, it accurately adapts to the channel performance, optimizes resource allocation, integrates multi-dimensional data such as click-through purchase and communication optimization purchase to obtain the conversion rate, combines dynamic marketing indicators, comprehensively evaluates the comprehensive value of channels, guides the precise adjustment of the type and number of channels, and based on the scientific calculation of the channel change rate threshold, improves the rationality of strategy adjustment, and through the unique identification code traceability, accurately counts the number of dissemination times and the number of optimized purchases respectively, quantifies the contribution of the dissemination link, so as to realize the scientific management of the entire process of multi-channel marketing from the refined adjustment of display parameters, the dynamic configuration of channel resources, to the in-depth evaluation of dissemination effects and the iterative optimization of strategies, improve the utilization efficiency of marketing resources, enhance the enterprise's precise control ability of channel value, ultimately promote the improvement of marketing conversion rate, strengthen the market competitiveness, and efficiently adapt to the complex and changeable market environment. Description of the Drawings

[0085] To more clearly illustrate the technical solutions in the embodiments of the present application or the prior art, the following will briefly introduce the accompanying drawings required for the description of the embodiments or the prior art. Obviously, the accompanying drawings in the following description are only some embodiments of the present application. For those skilled in the art, without creative efforts, other accompanying drawings can also be obtained based on these drawings.

[0086] Figure 1 It is a flowchart of the marketing management method for websites and channels provided by the embodiments of the present application;

[0087] Figure 2 It is a structural block diagram of the marketing management system for websites and channels provided by the embodiments of the present application. Specific embodiments

[0088] The following will clearly and completely describe the technical solutions in the embodiments of the present application. Obviously, the described embodiments are only some embodiments of the present application, rather than all embodiments. Based on the embodiments of the present application, all other embodiments obtained by those of ordinary skill in the art without creative efforts belong to the scope of protection of the present application.

[0089] In this article, the term "including" is intended to cover non-exclusive inclusion, so that a process, method, article, or device including a series of elements not only includes those elements, but also includes other elements not explicitly listed, or also includes elements inherent to such a process, method, article, or device. Without further limitations, the elements defined by the statement "including..." do not exclude the existence of additional identical elements in the process, method, article, or device including the said elements.

[0090] The first aspect of this embodiment discloses a marketing management method for websites and channels as Figure 1 shown, and the method includes the following steps:

[0091] S1: Perform display based on preset display requirements, where the display requirements at least include the type of display channels and the corresponding number of channels, the display duration and the corresponding display frequency for display on each channel;

[0092] S2: Monitor the process of display based on the display requirements to obtain the first click-through rate when displaying on each channel;

[0093] S3: Generate a first marketing strategy by correcting the display requirements based on the first click-through rate, and perform display based on this first marketing strategy;

[0094] S4: Monitor the process of display based on the first marketing strategy to obtain the second click-through rate and the corresponding conversion rate when displaying on each channel;

[0095] S5: Modify the first marketing strategy based on the second click-through rate and the corresponding conversion rate to generate a second marketing strategy, and perform display based on this second marketing strategy.

[0096] It should be noted that in this embodiment, the collection of click-through rates is implemented using existing technologies. Exemplarily, such as APP buried point technology.

[0097] Through the above, this embodiment realizes the refined allocation of marketing resources, changing the blindness in channel layout and display parameter setting in traditional marketing; by monitoring the first click-through rate, quantitative data on the display effects of each channel is obtained, providing an objective basis for subsequent strategy optimization; combined with the strategy generation and iteration mechanism, the display requirements are corrected based on the click-through rate to generate a marketing strategy, and then the strategy is further optimized through the second click-through rate and conversion rate, realizing the scientific and precise management of multi-channel marketing, improving the display effect of marketing content and user attention, enhancing the utilization efficiency of marketing resources, and strengthening the enterprise's ability to reach users through multiple channels and achieve marketing goals in a complex market environment.

[0098] Specifically, modifying the display requirements based on the first click-through rate to generate the first marketing strategy includes the following steps:

[0099] A1: Statistically calculate the first click-through rate of each channel type;

[0100] A2: For the channel type with the first click-through rate less than the corresponding preset threshold, reduce the corresponding number of channels or eliminate this channel type; otherwise, increase the corresponding number of channels;

[0101] A3: Calculate the first channel change rate between the modified channel type and the corresponding number of channels and the preset display requirements. The first channel change rate is calculated through the following formula:

[0102]

[0103] Where:

[0104] ΔQD1 is the calculated first channel change rate;

[0105] C i,1 is the number of channels of the i-th type in the first marketing strategy;

[0106] C i,0 is the number of channels of the i-th type within the display requirements;

[0107] n2 is the number of channel types in the first marketing strategy;

[0108] n1 is the number of channel types within the display requirements;

[0109] Is the average value of the first click-through rates for each channel type.

[0110] In a simple example, when an e-commerce platform conducts multi-channel marketing, it is preset to promote products through 3 types of channels (official website, short video platform, social platform, and the corresponding number of channels are 2, 3, and 5 respectively). After monitoring the first click-through rates of each channel, the channel type and the number are corrected. Exemplarily, if 1 official website channel with a low click-through rate is excluded and 2 short video platform channels with a high click-through rate are added. At this time, according to the formula, the first channel change rate can be calculated to be 30%. The purpose of designing this formula is to quantify the adjustment range of the channel type and the number, provide a data standard for subsequent strategy correction, and determine whether only the number of channels needs to be adjusted or other parameters such as the display duration need to be adjusted jointly.

[0111] Through the above, this embodiment facilitates the accurate quantification of the channel adjustment range by the first channel change rate, and realizes the scientific evaluation of marketing channel resources. When the calculation result is compared with the preset threshold, the direction of strategy correction can be clarified: when the threshold is met, directly replace the channel parameters; when not met, deeply adjust the related parameters such as the display duration. This quantitative analysis mechanism changes the ambiguity of channel strategy adjustment in traditional marketing, improves the utilization efficiency of channel resources, makes marketing management shift from empirical judgment to more logical quantitative decision-making, and lays a foundation for the effectiveness of subsequent marketing strategies.

[0112] Specifically, the first click-through rate corrects the display requirements to generate the first marketing strategy, and further includes the following steps:

[0113] B1: When the first channel change rate is greater than or equal to the preset channel change rate threshold, directly update the channel type and the corresponding number of channels to generate the first marketing strategy; otherwise, execute step B2;

[0114] B2: Obtain the display duration in the first marketing strategy based on the display duration in the display requirements and the preset display duration adjustment coefficient, obtain the display frequency in the first marketing strategy based on the display frequency in the display requirements and the preset display frequency adjustment coefficient, and generate the first marketing strategy based on the obtained display duration and display frequency in the first marketing strategy.

[0115] As a preferred implementation manner of this embodiment, step B2 is executed using the first display adjustment formula, and the first display adjustment formula is:

[0116]

[0117] Where:

[0118] T old Is the display duration in the display requirements;

[0119] T new Is the display duration in the first marketing strategy;

[0120] F old For the display frequency in the display requirements;

[0121] F new For the display duration in the first marketing strategy;

[0122] k T Is the preset display duration adjustment coefficient;

[0123] k F Is the preset display frequency adjustment coefficient.

[0124] In a simple example, when the e-commerce platform conducts marketing, in the preset display requirements, the display duration of a certain product on the official website channel is 2 hours per day, and the display frequency is 3 times per day. The first-channel change rate monitored and calculated is 20%, which is lower than the preset threshold, and step B2 is executed. The preset display duration adjustment coefficient is 0.2, and the display frequency adjustment coefficient is 0.1. Substituting into the first display adjustment formula for calculation, we get: the display duration of the first marketing strategy is 2.08 hours per day, and the display frequency of the first marketing strategy is 3.06 times per day. The design of the first display adjustment formula realizes that when the channel adjustment amplitude is small (the first-channel change rate does not meet the threshold), through the quantified adjustment coefficient, the display duration and frequency are scientifically corrected, so that the display parameters are accurately matched with the channel change, avoiding resource waste or insufficient display.

[0125] Through the above, this embodiment realizes the quantitative dynamic optimization of the display duration and frequency, realizes the accurate control of the adjustment amplitude of the display parameters, and changes the subjective randomness of the adjustment of the display parameters in traditional marketing. This scientific adjustment mechanism enables the display duration and frequency to be refined and adapted to the channel change, improves the utilization efficiency of marketing resources, ensures that when the channel adjustment amplitude is small, the exposure effect of marketing content can still be enhanced through the accurate correction of the display parameters, and further improves user attention and marketing conversion effect.

[0126] Specifically, the calculation formula for the conversion rate is:

[0127]

[0128] Where:

[0129] ΔZH is the calculated conversion rate;

[0130] P is the number of direct purchases after clicking;

[0131] O is the optimized number of purchases after dissemination;

[0132] CL is the number of clicks;

[0133] S is the number of disseminations;

[0134] α and β are preset weight coefficients;

[0135] T is a preset conversion period.

[0136] It should be noted that the calculation of the conversion rate in this embodiment corresponds to different channel types. In a simple example, when a product conducts multi-channel marketing, during its promotion on the official website channel, the number of direct purchases after clicks is counted as 50, the number of optimized purchases after dissemination is 30, the number of clicks is 500, the number of disseminations is 200, the preset weight coefficients are α = 0.6 and β = 0.4, and the conversion period is 7 days. Substituting into the conversion rate formula, the calculated conversion rate is 1.69%. Based on the calculation of the conversion rate, by integrating multi-dimensional data, combining the weight coefficients and the conversion period, the conversion efficiency of each channel is accurately quantified, and the contributions of different behaviors (direct purchase, dissemination-optimized purchase) to the conversion are distinguished, providing a scientific basis for evaluating the marketing effect of channels and supporting the optimization of subsequent strategies.

[0137] With the above, this embodiment comprehensively reflects the value of each link in the marketing chain by incorporating elements such as direct purchase after clicks, dissemination-optimized purchase, number of clicks, number of disseminations, and conversion period, and calculates differently with weight coefficients, avoiding the one-sidedness of traditional single-dimensional calculations. Enterprises can clearly grasp the true conversion efficiency of each channel based on this formula, providing reliable data support for optimizing marketing strategies (such as resource allocation, channel adjustment), thereby improving the input-output ratio of marketing, enhancing the accuracy and dynamic adaptability of multi-channel marketing management, and promoting the transformation of marketing decisions from experience-driven to data-driven.

[0138] Specifically, generating a second marketing strategy based on the second click-through rate and the corresponding conversion rate to correct the first marketing strategy includes the following steps:

[0139] C1: Analyze the second click-through rate of each channel type and the conversion rate that changes with the period, and calculate a dynamic marketing indicator based on the second click-through rate and the conversion rate. The calculation formula of this dynamic marketing indicator is:

[0140]

[0141] Where:

[0142] DYZ is the calculated dynamic marketing indicator;

[0143] γ is a preset comprehensive coefficient;

[0144] DJ2 is the second click-through rate;

[0145] C2: Judge whether the dynamic marketing indicators corresponding to different channel types are less than the preset dynamic marketing indicator threshold. If so, reduce the corresponding number of channels or eliminate this channel type; otherwise, increase the corresponding number of channels.

[0146] C4: Calculate the second channel change rate between the corrected channel type and the corresponding number of channels and the preset display requirements. The second channel change rate is calculated by the following formula:

[0147]

[0148] Where:

[0149] ΔQD1 is the calculated second channel change rate;

[0150] C i,1 is the number of channels of the i-th type in the first marketing strategy;

[0151] C i,2 is the number of channels of the i-th type in the second marketing strategy;

[0152] n2 is the number of channel types in the first marketing strategy;

[0153] n3 is the number of channel types in the second marketing strategy;

[0154] is the average value of the second click-through rates of each channel type.

[0155] In a simple example, for the multi-channel marketing of a product, which is marketed through four channels: the official website, e-commerce platforms, social media, and live streaming platforms, the statistical data obtained is as follows:

[0156] Official website: The second click-through rate is 20%, the conversion rate is 10%, and the conversion cycle is 7 days;

[0157] E-commerce platform: The second click-through rate is 18%, the conversion rate is 9%, and the conversion cycle is 7 days;

[0158] Social media: The second click-through rate is 22%, the conversion rate is 12%, and the conversion cycle is 7 days;

[0159] The preset comprehensive coefficient γ = 0.6. It should be noted that in this embodiment, the value range of the comprehensive coefficient is (0, 1). Based on this, the calculated dynamic marketing index of the official website is approximately 12.57%, and its corresponding preset threshold is 10%. Since the dynamic marketing index of the official website is higher than the threshold, the number of its channels is increased subsequently. Further calculate the second channel change rate:

[0160] In the first marketing strategy, the number of channels is 2 (official website), 3 (e-commerce), 4 (social media), and the number of channel types is 3; the second marketing strategy is adjusted to 3 (official website), 2 (e-commerce), 5 (social media), 1 (live broadcast), and the number of channel types is 4; the average second click-through rate of each channel is 20%. Substituting into the second channel change rate formula gives approximately -2.96%. -2.96% indicates that although the number of channel types in the second marketing strategy has increased, after calculating in combination with other parameters, the overall change rate is negative, reflecting the quantitative result direction under the combined action of the increase in the number of channel types and the change in the number of each type. Its value quantifies the overall change range of the channel type and the number. The negative value indicates that in this strategy correction, while adding the live broadcast platform channel type, the number of some original channels has decreased (such as the e-commerce platform), and the overall adjustment shows a relatively shrinking feature, which can guide the subsequent retrospective adjustment link, optimize weight coefficients, thresholds, etc., to make the channel strategy more in line with the marketing goal.

[0161] Through the above, the dynamic marketing indicators of this embodiment integrate multi-dimensional data, accurately evaluate the comprehensive value of channels, and provide a direction for adjusting the number of channels; the second channel change rate formula quantifies the channel change range, and combined with the average click-through rate, makes the strategy correction more data-supported. The two cooperate to change the blindness of traditional marketing adjustments, realize the refined allocation of channel resources driven by data, improve the logic and effectiveness of multi-channel marketing management, help enterprises efficiently utilize resources, enhance competitiveness, and promote the development of marketing strategies in a direction more accurately adapted to the market.

[0162] Specifically, based on the second click-through rate and the corresponding conversion rate, correcting the first marketing strategy to generate the second marketing strategy further includes the following steps:

[0163] C1: When the second channel change rate is greater than or equal to the preset channel change rate threshold, directly update the channel type and the corresponding number of channels to generate the second marketing strategy, otherwise execute step C2;

[0164] C2: Obtain the display duration in the second marketing strategy based on the display duration in the first marketing strategy and the preset display duration adjustment coefficient, obtain the display frequency in the second marketing strategy based on the display frequency in the first marketing strategy and the preset display frequency adjustment coefficient, and generate the second marketing strategy based on the obtained display duration and display frequency in the second marketing strategy.

[0165] As a preferred implementation manner of this embodiment, step C2 is executed using the second display adjustment formula, and the second display adjustment formula is:

[0166]

[0167] Wherein:

[0168] T secis the display duration in the second marketing strategy;

[0169] T new is the display duration in the first marketing strategy;

[0170] F sec is the display frequency in the second marketing strategy;

[0171] F new is the display duration in the first marketing strategy;

[0172] k T is the preset display duration adjustment coefficient;

[0173] k F is the preset display frequency adjustment coefficient.

[0174] It should be noted that the second display adjustment formula in this embodiment and the first display adjustment formula are constructed based on the same design principle. Therefore, for the function definition, working principle, technical effects, etc. of this embodiment, reference can be made to the description of the foregoing first display adjustment formula, and details are not repeated herein.

[0175] Specifically, the calculation formula for the channel change rate threshold is:

[0176]

[0177] where:

[0178] W i is the preset weight coefficient for the i-th type of channel;

[0179] B i is the benchmark change rate for the i-th type of channel, which is obtained based on the historical average change rate of this channel type;

[0180] p is the total number of channel types.

[0181] In a simple example, in a multi-channel marketing scenario, it covers three types of channels: official website, e-commerce platform, and social media. The preset weight coefficient for the official website is 0.5, and its benchmark change rate is 15%; the weight coefficient for the e-commerce platform is 0.3, and its benchmark change rate is 12%; the weight coefficient for social media is 0.2, and its benchmark change rate is 18%; the total number of channel types is 3. Substituting into the formula, the calculated channel change rate threshold is 14.7%. Based on this, by combining the weight coefficients and benchmark change rates of each channel, the channel change rate threshold is scientifically calculated, avoiding subjective setting, making the threshold match the historical performance and importance of the channel, and providing a reasonable reference for strategy correction.

[0182] With the above, this embodiment incorporates channel weights and historical benchmark change rates, fully considering channel characteristics and addressing the deficiencies of traditional subjective settings. The threshold calculated in this way can accurately adapt to multi-channel scenarios, provide an objective basis for marketing strategy adjustment, ensure the rationality of channel type and quantity adjustment, enhance the logic and accuracy of multi-channel marketing management, help enterprises efficiently utilize resources, optimize the strategy iteration direction, and promote the transformation of marketing decision-making to a data-driven scientific model.

[0183] Specifically, the statistical method for the number of transmissions is as follows:

[0184] Set a unique identification code for user sharing behavior, conduct traceability tracking based on the unique identification code, count the levels of each transmission link and the corresponding number of nodes, and the calculation formula for the number of transmissions is:

[0185]

[0186] Where:

[0187] S is the calculated number of transmissions, used to quantify the scale of the entire transmission link;

[0188] C total is the total number of levels of the transmission link;

[0189] C is the variable for traversing the levels until C total ;

[0190] c a is the weight coefficient of the preset level c, used to reflect the transmission influence of different levels;

[0191] J c is the number of nodes in the c-th layer;

[0192] j is the variable for traversing the nodes in the c-th layer until J c nodes are traversed;

[0193] j b is the weight coefficient of the preset node j, used to reflect the importance difference of nodes in the same layer.

[0194] In a simple example, when promoting a product, set a unique identification code for user sharing behavior. The total number of levels of the transmission link is counted as 2, where:

[0195] When the first layer is 1, the number of nodes is 3, the preset layer weight is 1, and the node weight is 0.8; when the second layer is 2, the number of nodes is 2, the preset layer weight is 0.8, and the node weight is 0.6. The calculated number of propagation is 12.8, so by traversing the propagation layers and nodes, combining the layer weights and node weights, the scale of the propagation link is quantified, and the propagation contributions of different layers and nodes are distinguished, providing accurate data support for marketing effect analysis.

[0196] Based on the above, this embodiment achieves accurate quantification of the scale of the communication link. Based on the total number of communication levels, the number of nodes at each level and the corresponding weights, it comprehensively considers the influence of different levels and the importance of nodes at the same level in the communication process, changing the one-sidedness of traditional simple counting. Based on this, enterprises can accurately evaluate the communication effect, provide data basis for marketing resource allocation and strategy optimization, improve the management ability of the communication link, help to explore high-value communication nodes and levels, and enhance the communication efficiency and input-output ratio of marketing activities.

[0197] Specifically, the statistical method for the number of optimized purchases after dissemination is:

[0198] Based on the unique identification code, traceability is performed to identify the purchase behavior generated through the propagation link. When the source of the purchase behavior is monitored to be the propagation link, the purchase behavior is recorded. According to the preset statistical period, the number of purchases generated through the propagation link is accumulated to form the optimized number of purchases after propagation, among which the source of the propagation link is determined by the propagation level and node information associated with the unique identification code.

[0199] In a simple example, a brand configures a unique identification code for the product link shared by the user. When user A shares a link containing the identification code to a social platform, and user B completes a purchase through the link, the system traces the source based on the unique identification code, associates the communication level (such as the first-level communication node where user A is located) and the node information, and determines that this purchase behavior originated from the communication link. According to the preset weekly statistical cycle, the number of purchases generated through the communication link is accumulated. For example, 50 purchases triggered by the communication link are tracked through the identification code within a week, that is, the number of optimized purchases after the communication is 50, thereby accurately distinguishing the purchase behavior contributed by the communication link from direct click purchases, providing a reliable data basis for quantifying the communication effect.

[0200] Through the above, this embodiment realizes the precise definition of the number of optimized purchases after dissemination. This method uses a unique identification code to associate the dissemination level and node information, accurately determine the source of the purchase behavior, and avoid the confusion between dissemination contribution and direct purchase in traditional statistics. Enterprises can use this to clearly grasp the actual impact of the dissemination link on purchases, provide accurate data support for optimizing marketing resource allocation and evaluating the effectiveness of dissemination strategies, improve the ability to quantify the value of dissemination in multi-channel marketing management, and promote the optimization of marketing strategies to focus more on dissemination effectiveness.

[0201] The second aspect of this embodiment discloses a marketing management system for websites and channels as shown in Figure 2 which is applicable to the marketing management method for websites and channels as described above, and includes:

[0202] An original display module for performing display based on preset display requirements, where the display requirements at least include the type of display channels and the corresponding number of channels, the display duration and the corresponding display frequency for display on each channel;

[0203] A first monitoring module for monitoring the process of display based on the display requirements to obtain the first click-through rate when displaying on each channel;

[0204] A first display module for generating a first marketing strategy by correcting the display requirements based on the first click-through rate and performing display based on the first marketing strategy;

[0205] A second monitoring module for monitoring the process of display based on the first marketing strategy to obtain the second click-through rate and the corresponding conversion rate when displaying on each channel;

[0206] A second display module for generating a second marketing strategy by correcting the first marketing strategy based on the second click-through rate and the corresponding conversion rate and performing display based on the second marketing strategy;

[0207] Among them, the original display module, the first monitoring module, the first display module, the second monitoring module, and the second display module are sequentially communicatively connected.

[0208] It should be noted that the marketing management system for websites and channels in this embodiment corresponds to the aforementioned marketing management method for websites and channels. Therefore, the content not specifically described in the marketing management system for websites and channels in this embodiment, which may but is not limited to function definitions, working principles, technical effects, etc., can refer to the records in the aforementioned marketing management method for websites and channels, and will not be elaborated herein.

[0209] In summary, the marketing management method and system for websites and channels in this embodiment are centered around the first click-through rate, the second click-through rate, and the conversion rate, achieving data-driven marketing decisions; by quantifying the channel change rate, providing an objective basis for strategy adjustment, and based on the dynamic formulas of display duration and frequency, accurately adapting to channel performance, optimizing resource allocation, integrating multi-dimensional data such as click-to-purchase and spread-optimized purchase to obtain the conversion rate, combining dynamic marketing indicators, comprehensively evaluating the comprehensive value of channels, guiding the precise adjustment of channel types and numbers, enhancing the rationality of strategy adjustment based on scientifically calculating the channel change rate threshold, and tracing back through a unique identification code to accurately count the number of spreads and optimized purchases respectively, quantifying the contribution of the spread link, thereby realizing the scientific management of the entire multi-channel marketing process from fine-tuning display parameters, dynamically configuring channel resources, to deeply evaluating the spread effect and iteratively optimizing strategies, improving the utilization efficiency of marketing resources, enhancing the enterprise's precise control ability over channel value, ultimately promoting the improvement of marketing conversion rate, strengthening market competitiveness, and efficiently adapting to the complex and changeable market environment.

[0210] In the embodiments provided in the present application, it should be understood that the embodiments described herein can be implemented in hardware, software, firmware, middleware, code, or any appropriate combination thereof. For hardware implementation, the processor can be implemented in one or more of the following units: application specific integrated circuit (ASIC), digital signal processor (DSP), digital signal processing device (DSPD), programmable logic device (PLD), field programmable gate array (FPGA), processor, controller, microcontroller, microprocessor, or other electronic units designed to implement the functions described herein, or a combination thereof. For software implementation, part or all of the processes of the embodiments can be completed by a computer program instructing the relevant hardware. When implemented, the above program can be stored in a computer-readable storage medium or transmitted as one or more instructions or codes on a computer-readable storage medium. The computer-readable storage medium includes computer storage media and communication media, where the communication media includes any medium that facilitates the transmission of a computer program from one place to another. The storage media can be any available medium that can be accessed by a computer. The computer-readable storage medium can include, but is not limited to, RAM, ROM, EEPROM, CD-ROM, or other optical disk storage, magnetic disk storage media, or other magnetic storage devices, or any other medium that can be used to carry or store the desired program code in the form of instructions or data structures and can be accessed by a computer.

[0211] Finally, it should be noted that the above are only the preferred embodiments of the present application and are not used to limit the present application. Although the present application has been described in detail with reference to the foregoing embodiments, those skilled in the art can still modify the technical solutions described in the foregoing embodiments, or perform equivalent replacements for some of the technical features. Any modifications, equivalent replacements, improvements, etc. made within the spirit and principle of the present application shall be included in the protection scope of the present application.

Claims

1. A marketing management method for websites and channels, the method It includes the following steps: S1: Perform display based on preset display requirements, where the display requirements at least include the type of display channels and the corresponding number of channels, the display duration and the corresponding display frequency for each channel; S2: Monitor the display process based on the display requirements to obtain the first click-through rate when displaying on each channel. It is characterized in that the method further includes the following steps: S3: Modify the display requirements based on the first click-through rate to generate the first marketing strategy, and perform display based on this first marketing strategy; S4: Monitor the display process based on the first marketing strategy to obtain the second click-through rate and the corresponding conversion rate when displaying on each channel; S5: Modify the first marketing strategy based on the second click-through rate and the corresponding conversion rate to generate the second marketing strategy, and perform display based on this second marketing strategy.

2. The marketing management method for website and channels according to claim 1, wherein The step of modifying the display requirements based on the first click-through rate to generate the first marketing strategy includes the following steps: A1: Statistically analyze the first click-through rate of each channel type; A2: For the channel type with the first click-through rate less than the corresponding preset threshold, reduce its corresponding number of channels or eliminate this channel type, otherwise increase its corresponding number of channels; A3: Calculate the first channel change rate between the modified channel type and the corresponding number of channels and the preset display requirements. The first channel change rate is calculated by the following formula: Where: ΔQD1 is the calculated first channel change rate; C i,1 The number of channels of the i-th type in the first marketing strategy; C i,0 The number of channels of the i-th type within the display requirements; n2 is the number of channel types in the first marketing strategy; n1 is the number of channel types in the display requirements; is the average value of the first click-through rate for each channel type.

3. The marketing management method for websites and channels according to claim 2, wherein The step of modifying the display requirements by the first click-through rate to generate the first marketing strategy further includes the following steps: B1: When the first channel change rate is greater than or equal to the preset channel change rate threshold, directly update the channel type and the corresponding number of channels to generate the first marketing strategy, otherwise execute step B2; B2: Obtain the display duration in the first marketing strategy based on the display duration in the display requirements and the preset display duration adjustment coefficient, obtain the display frequency in the first marketing strategy based on the display frequency in the display requirements and the preset display frequency adjustment coefficient, and generate the first marketing strategy based on the obtained display duration and display frequency in the first marketing strategy.

4. The marketing management method for websites and channels according to claim 1, wherein The calculation formula for the conversion rate is: Where: ΔZH is the calculated conversion rate; P is the number of direct purchase times after clicking; O is the optimized purchase number after dissemination; CL is the number of click times; S is the number of dissemination times; α and β are preset weight coefficients; T is the preset conversion period.

5. The marketing management method for website and channel according to claim 4, characterized in that The step of modifying the first marketing strategy based on the second click-through rate and the corresponding conversion rate to generate the second marketing strategy includes the following steps: C1: Analyze the second click-through rate and the conversion rate with periodic changes of each channel type, and calculate the dynamic marketing index based on the second click-through rate and the conversion rate. The calculation formula for this dynamic marketing index: Where: DYZ is the calculated dynamic marketing index; γ is a preset comprehensive coefficient; DJ2 is the second click-through rate; C2: Judge whether the dynamic marketing index corresponding to different channel types is less than the preset dynamic marketing index threshold. If so, reduce its corresponding number of channels or eliminate this channel type, otherwise increase its corresponding number of channels; C4: Calculate the second channel change rate between the corrected channel type and the corresponding number of channels and the preset display requirements. The second channel change rate is calculated by the following formula: Where: ΔQD1 is the calculated second channel change rate; C i,1 The number of channels of the i-th type in the first marketing strategy; C i,2 The number of channels of the i-th category in the second marketing strategy; n2 is the number of channel types in the first marketing strategy; n3 is the number of channel types in the second marketing strategy; It is the average value of the second click-through rate for each channel type.

6. The marketing management method for websites and channels according to claim 5, characterized in that The step of correcting the first marketing strategy based on the second click-through rate and the corresponding conversion rate to generate the second marketing strategy further includes the following steps: C1: When the second channel change rate is greater than or equal to the preset channel change rate threshold, directly update the channel type and the corresponding number of channels to generate the second marketing strategy; otherwise, execute step C2; C2: Obtain the display duration in the second marketing strategy based on the display duration in the first marketing strategy and the preset display duration adjustment coefficient, obtain the display frequency in the second marketing strategy based on the display frequency in the first marketing strategy and the preset display frequency adjustment coefficient, and generate the second marketing strategy based on the obtained display duration and display frequency in the second marketing strategy.

7. The marketing management method for website and channel according to claim 3 or 6, characterized in that, The calculation formula of the channel change rate threshold is: Where: W i is the preset weight coefficient for the i-th type of channel; B i is the baseline change rate for the i-th type of channel, and this baseline change rate is obtained based on the historical average change rate of this channel type; p is the total number of channel types.

8. The marketing management method for websites and channels according to claim 4, characterized in that The statistical method of the number of transmissions is: Set a unique identification code for the user sharing behavior, perform traceability tracking based on the unique identification code, count the level of each transmission link and the corresponding number of nodes, and the calculation formula for calculating the number of transmissions is: Where: S is the calculated number of transmissions, which is used to quantify the transmission scale of the entire transmission link; C total is the total number of levels of the propagation link; c is a variable for traversing levels until C is completely traversed total ; c a It is the weight coefficient of the preset level c, which is used to reflect the propagation influence of different levels; J c is the number of nodes in the c-th layer; j is a variable for traversing the nodes in the c-th layer until c c nodes are traversed; j b is the weight coefficient of the preset node j, which is used to reflect the importance difference of nodes in the same level.

9. The marketing management method for websites and channels according to claim 8, characterized in that The statistical method of the optimized purchase number after transmission is: Perform traceability tracking based on the unique identification code to identify the purchase behavior generated through the transmission link; When it is monitored that the source of the purchase behavior corresponds to the transmission link, record the purchase behavior; according to the preset statistical period, accumulate the number of purchases generated through the transmission link to form the optimized purchase number after transmission. Among them, the source of the transmission link is determined by the transmission level and node information associated with the unique identification code.

10. A marketing management system for websites and channels, applicable to the marketing management method for websites and channels as described in any one of claims 1-9, characterized in that, Including: An original display module, which is used to perform display based on the preset display requirements. The display requirements at least include the display channel type and the corresponding number of channels, the display duration and the corresponding display frequency for display on each channel; A first monitoring module, which is used to monitor the process of displaying based on the display requirements to obtain the first click-through rate when displaying on each channel; A first display module, which is used to correct the display requirements based on the first click-through rate to generate the first marketing strategy and perform display based on the first marketing strategy; A second monitoring module, which monitors the process of displaying based on the first marketing strategy to obtain the second click-through rate and the corresponding conversion rate when displaying on each channel; A second display module, which corrects the first marketing strategy based on the second click-through rate and the corresponding conversion rate to generate the second marketing strategy and perform display based on the second marketing strategy; Among them, the original display module, the first monitoring module, the first display module, the second monitoring module, and the second display module are sequentially connected for communication.

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