How to Find Your High-Value Ad-Serving Platforms for Promotional Campaigns across Multiple Platforms?
There is a popular saying: “We all know that half of the advertising fee is wasted, but no one knows which half”.
It somewhat reflects the dilemma of businesses when facing the waste of advertising funds. In order to improve the profitability of advertising, companies have made numerous attempts, such as working with multiple advertising channels. However, considering the amount and complexity of data, there is no easy way to compare the data of all platforms. As a result, companies can only adjust the advertising strategy based on rough figures, which apparently brings little help to businesses.
In this blog, we will use the dataset from Sales Sales Conversion Optimization (by Gokagglers). For demonstration purposes, we have modified the dataset.
First, we select and upload our advertising and marketing data on the Data page of Kyligence Zen.
For the data from multiple advertising platforms, we hope to evaluate the effectiveness of each advertising platform from the perspectives of promotion cost, advertising revenue, campaign code, advertising time, and customer information and hope to locate the high-quality advertising platforms. Thanks to Kyligence Zen’s support for creating metrics in batches, we can create the required metrics with one-click.
The High-value Advertising Platform Analysis Metrics have been published in Kyligence Zen Metrics Template market. You may click the link and reproduce the use case in your own Kyligence Zen account.
Take the Conversion Rate metric as an example. We can click on the metric and view instructions in the upper right corner on how the metric is calculated, etc. As we want to compare the conversion rate of different platforms, we will select Platform_id from the dimensions and select the line graph to display data.
To check the metrics from multiple perspectives, we can go to the Dashboard page to create a visual report.
For example, in the Promotional Effect of Platforms report, it is clear that the promotional platform with ID 300 has the lowest conversion rate, and the promotional platform with ID 100 has the highest revenue. Based on the analysis, we can adjust the following advertising and promotional plans and track the effect of strategy adjustment continuously.
Metrics and visual reports allow us to quickly measure the effectiveness of advertising on various marketing platforms. The management can also know information such as the use of funds based on the data, so as to jointly agree on how to adjust the advertising strategy based on objective data, find the “other half of the advertising fee which is wasted”, and put it to better use.
The High-value Advertising Platform Analysis Metrics have been published in Kyligence Zen Metrics Template market. You may click the link and reproduce the use case in your own Kyligence Zen account.
