直通车推广访客对支付金额的影响分析数据

直通车推广访客对支付金额的影响分析数据涵盖直通车推广访客及支付金额两个关键数据，直通车作为天猫店铺的关键指标，能具体表现出淘系店铺引流搜索词进店访客的能力，直通车推广访客的降幅与支付金额的降幅对比结果，能够为品牌站内推广提供数据支撑，为其他同类或相关行业经营者在做预算分配上，提供数据参考，为业务增长提供数据支持。1.数据采集：数据采集公司天猫渠道系统数据2022年1-12月、2023年1-12月生意参谋数据，含渠道、来源、时间、推广工具、直通车推广访客、支付金额，并对敏感信息加密处理，对数据进行加工 2.算法规则：推广成交弹性系数Ed=(△Q/Q)÷(△P/P），得到推广成交弹性系数，Q代表23年1-12月直通车总访客，P代表23年1-12月总支付金额，△Q代表总访客同比变动值，△P表示总支付金额同比变动值，取推广成交弹性系数的绝对值|Ed|作为分析数据时的参考系数 3.数据分析：根据|Ed|的数值可分析直通车推广和支付金额的弹性系数。（1）|Ed|=1（推广弹性适中），说明直通车推广消耗与支付金额变动幅度相同；（2）1<|Ed|（推广富有弹性），说明直通车推广消耗变动幅度大于支付金额变动幅度；（3）|Ed|<1（推广缺乏弹性），说明直通车推广消耗变动幅度小于支付金额变动变动幅度。

This dataset for analyzing the impact of Tmall Sponsored Search visitors on transaction amount covers two core metrics: visitors from Tmall Sponsored Search and total transaction amount. As a key indicator for Tmall stores, Tmall Sponsored Search specifically reflects the ability of Taobao-Tmall ecosystem stores to drive visitors to store pages via targeted search keywords. The comparison between the decline rate of Tmall Sponsored Search visitors and that of total transaction amount can provide data support for brand in-site promotion, offer data references for operators in similar or related industries when allocating marketing budgets, and facilitate business growth with data insights.

1. Data Collection: The dataset is sourced from Tmall channel system data and Tmall Business Advisor data from January to December 2022 and January to December 2023, including dimensions such as channel, source, time, promotion tool, Tmall Sponsored Search visitors, and total transaction amount. Sensitive information has been encrypted, and the raw data has been processed and refined.

2. Algorithm Rule: The promotional transaction elasticity coefficient Ed is calculated as Ed=(△Q/Q)÷(△P/P), where Q represents the total number of Tmall Sponsored Search visitors from January to December 2023, P represents the total transaction amount from January to December 2023, △Q is the year-on-year change in total visitors, and △P is the year-on-year change in total transaction amount. The absolute value of Ed (|Ed|) is taken as the reference coefficient for data analysis.

3. Data Analysis: The elasticity between Tmall Sponsored Search and transaction amount can be analyzed based on the value of |Ed|:
(1) When |Ed|=1 (moderate promotional elasticity): The change in promotional expenditure aligns with the change in transaction amount;
(2) When 1<|Ed| (highly elastic promotion): The magnitude of change in promotional expenditure is greater than that of transaction amount;
(3) When |Ed|<1 (inelastic promotion): The magnitude of change in promotional expenditure is smaller than that of transaction amount.

搜集汇总

背景与挑战

背景概述

该数据集包含731条记录，涵盖2022年和2023年的直通车推广访客及支付金额数据，通过推广成交弹性系数分析直通车推广效果，适用于批发和零售业的预算分配和业务增长分析。