Analysis service: quantify channel delivery cost and conversion effect with data

In the increasingly competitive channel promotion environment, for enterprises, how to control the cost of delivery and how to improve the input-output ratio are the first issues to be considered when doing a good job in product operation.

Huawei Analytics Service 's channel analysis capabilities are based on the comparative analysis of the effects of different channels, in-depth analysis of channel quality, and analysis of channel user characteristics, etc., to help companies quantify channel delivery costs and conversion effects in an all-round way, and adjust delivery strategies in a timely manner.

usage scenario

Scenario 1: Comparative analysis of delivery effects of different channels

In new scenarios such as event launch, new version release, etc., marketers usually think that more distribution channels will be more conducive to user growth, but this is not the case. Too many promotion channels can cause the marketing team to be too distracted to focus on optimizing the most suitable channels. At the same time, the quality of users brought by different channels varies greatly.

The channel trend analysis module of Huawei Analytics Service , which presents the overall vigor and vitality of the channel in terms of "number of new users", "average single usage time", "new next-day retention rate", and "paid amount". user value. The clear curve trend can quickly compare the quality of different channels, identify better and more efficient delivery methods, and use limited budgets for higher-value channels.

※The data comes from the test environment, not real data

Scenario 2: In-depth analysis of channel quality

High user growth represents the vitality of a channel. However, new additions may come from actual target users, or from wool parties or experience players. Only by combining stickiness indicators such as "average usage time" and "retention" can we truly evaluate the actual channel value under the appearance of high new additions. Through the in-depth analysis of the user quality of a single channel, the deep value of the channel can be more reasonably assessed.

Huawei Analysis Service Channel Retention Analysis Module presents an overview of the retention of new users and active users in this channel. For the abnormal growth of the channel, the actual value of the channel can be further analyzed through the retention curve. For example, in the era of fragmentation, the retained data of users reflects the actual level of attention users have on products to a certain extent. The next-day retention and 7-day retention of new users can be used to determine the weight ratio of the target users in the new recruiting process, and the active user retention index can be used to evaluate the overall quality of users in the channel, reducing the interference of channel player operations on evaluating the actual value of the channel.

※The data comes from the test environment, not real data

Scenario 3: Analysis of channel user characteristics

Whether new users are drawn through channels can discover their common characteristics in attributes such as devices and application versions, which has reference significance for the optimization of later operation strategies.

For example, when analyzing the geographical distribution of new users in a certain channel, it is found that there are significantly more users in one area than in other areas. This distribution analysis shows that this channel has more target audiences in the region, and marketers can further compare whether the new additions of other channels have the same characteristics. If it exists, you can use this data conclusion as a basis to adjust the channel budget in a timely manner, increase the proportion of delivery weight, and use more marketing budget for this area.

※The data comes from the test environment, not real data

use portal

Log AppGallery Connect , "My Projects" entry, select the corresponding project, and it will be displayed immediately through "Huawei Analysis - User Analysis - Channel Analysis".

For more information about Huawei Analytics Services, please visit Huawei Analytics Services official website , looking forward to creating a better and faster data operation experience for you.

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