Channel is evaluated how to do, does ability make App false measure ash to produce nowhere escape fo

How should the practitioner that channel wins a customer be in oneself channel data eliminate holiday is measured, identify quality giving actor, form through constant medium of communication optimize make the ROI efficiency that channel puts in the biggest change? Article author will be based on friendly alliance + mobile statistic (U-App AI edition) , real to two case undertakes analysing, tell about: How to do channel efficiently to evaluate, make App false measure ash to produce nowhere escape form?

Internet the second half, the show that catchs a guest newly to go up pulls to be in App: On one hand dominance cost goes high ceaselessly, on the other hand, unusual channel and false discharge are pulled tall invisible cost.

Be aimed at this one problem, happy horse helps friendly alliance of elegant have the aid of + mobile statistic (U-App AI edition) compose built real time channel puts monitoring on the system: Identify unusual channel, false discharge, monitor automatically call the police intuitionistic reveal a detail, provided seasonable decision-making support to run layer and operation group, form the closed circuit that puts in politic iteration to optimize at the same time. In approximate number of division of the accumulative total in practice 1 million yuan channel puts in cost, the health that promoted channel to win a customer greatly grows.

In economy the big environment of cold winter falls, such " seed profit obtains guest system " very important to Internet enterprise.

At present the on channel promotion competition of of all kinds application, of all kinds media on the market already was amounted to turn white-hot condition. Turn into the times that put an amount from discharge bonus, the channel promotion of App product is more and more difficult, specific can behave for the following 3 respects:

Applied shop builds discharge camp high: Of shop of application of firm of old mobile phone commercialize degree more and more serious, begin to seek an increase the biggest change change now, application popularizes cost when the river rises the boat goes up too, average 2-3 of an activation cost yuan the times is gone never to return, at present a finance kind activation cost of application is as high as a few yuan even. Channel media good and evil people mixed up: Advertisement of mobile media promotion, iformation flow gives birth to advertisement to erupt formerly, face competitive situation the media environment of unusually intense, good and evil people mixed up, change the effect essence of life is evaluated definitely and unusual discharge is discriminated make ad advocate the pain spot of promotion. The data capacity demand that wins guest practitioner to channel is higher and higher: Data science popularizes medium action to hold the balance in channel, use data to come with the best will in the world the growth of drive business, it is the new test of product and pair of growth controller, operation controller.

But alleged " channel is establish a body this, the product is those who establish a lot this " , internet enterprise cannot evasive problem, it is difficult to need to greet more and go up.

The author thinks: Guest way is won in common channel in, no matter be free, pay fee or trade a volume, the natural attribute of different channel is put in certain difference admittedly (because channel attribute is natural,the circumstance of the user activation App that brings namely is met put in certain difference) .

But cast cannot control an element, if why is the practitioner that channel wins a customer measured in holiday of the eliminate in these channel, identify quality giving actor, form through constant medium of communication optimize make the ROI efficiency that channel puts in the biggest change, just be the key that solves 3 afore-mentioned problems.

The author built a channel to evaluate a system for this compose, following plan institute show:

App channel evaluates systematic cent to be: Channel is turned over cogged evaluate system and channel quality to evaluate a system.

In December 2018, the author is in channel of DSP of examine and verify when the quality of a certain account, discover this account is successive 3 months all are to sticking KPI to go on each fixed target, not tall not low also.

Long-term let the author realize here from already all previous the face may be put in the problem. Wrap dimension to spend to channel deep again then (one puts a plan on bag of corresponding a channel) the data detailed information that examined each index.

Through analysing discovery: Every other period of time, 1 day when can a few channel are wrapped / the 3 short-term keep ratio such as day are normal, and 7 days / 14 days / 30 days long-term keep rate is extremely low in waiting (pursue as follows) , the long-term keep rate is low at the same time channel bag in these is not to secure a few, be in however nonsked change by turns. While this time base can decide this channel is controlling integral quality originally, mix into entered false amount.

Business of this kind of ad cannot say not " tricky " : They realize what be discovered to it is very easy that total volume makes a holiday, turn and choose retreat in order to advance, whole satisfies the circumstance of KPI to fall, false amount is entered by certain proportion mix into on total amount, good and evil people mixed up, increase the difficulty that false quantity discovers.

For example: The mix into in every 100 true actual quantities enters 5 false amounts. Still spend in time dimension additionally on appear and disappear mysteriously, a is wrapped in channel that month adulterate, change channel to wrap B again next month, if be discovered, use channel not to come firmly surely prevaricate.

Attribution what the analysis can help enterprise identifying user is new add come from which channel finally, but put in a budget when channel enough, when relevant index satisfies KPI, channel operation personnel often ignores the false discharge that different channel exists easily.

And the unusual channel to half of these true and false, if do not go date from the quality of every channel discharge, it is the long-term effect that indulgent and false discharge puts in to channel, influence channel obtains healthy progress of the guest, can bring inestimable loss to the enterprise eventually. Above in this example, because the author wraps dimension to spend in channel,tracked data just about, just identify finally gave false amount.

The author is in in the special subject analysis that adds user type newly to distributing about each channel, of the in adding an user newly type that discovers some a few channel distributing very unusual:

Theoretic for, different channel enclothes different user group, the type of the user distributings to also can have certain distinction, for instance: China the user that is applied shop channel, great majority type can be China for the mobile phone. Eliminate the applied shop that manufacturer of this kind of mobile phone takes oneself, below normal circumstance, the model that Android adds an user newly distributings should present diversity, and brand of old mobile phone of China rice OV4 should be held wear relative to larger proportion.

But author discovery: The model that some a few channel add an user newly distributings in, the low end that what reside head of a list of names posted up high is 9 very not well-known mobile phone trademarks however type, and occupy than be as high as 10%-20% (following graphs) .

The starting number that the author analysed these channel to add an user newly deep then, when using, long, keep is led, pay cost to change wait for user behavior data, the discovery frequency that start is basically 1, inadequacy grows when using 10 seconds, 7 in the future keep are led for 0, rate paying fee is 0, can brush a quantity basically to use model certainly right now.

Because advertisement has put the channel in Cheng on the service,business exists various representative, discharge is gotten opaque, let can supply cogged gray area increasing, see the ad with be like regular put in keep, under cover is actually false the crisis of discharge.

Two case all are above the commonly used and cogged means that CPA, CPD pays cost the form -- use all sorts of methods to brush download, activation and keep, although cogged cost is relative taller, but more difficult also screen. Besides, still CPM, CPC pays what cost form falls to brush exposure and click CPS to pay fee the cogged method such as order is brushed below the form.

Anyhow, every kinds of advertisement has corresponding form paying fee, every kinds pay those who expend a form to have false discharge interest to appeal to seek a site.

Although channel is false,quantity identifying is the one big pain spot of growth controller and channel promotion personnel all the time, but channel promotion personnel and data analyst have enough time and energy impossibly to check one by one the detailed data of each fractionize channel, identify a channel holiday to measure then. Even if can check one by one, but also need to expend many time, when treating fish problem, relevant loss may have been caused and cannot redeem.

So, whether can establish a kind of mechanism, build a sound system, can the identifying with accurate essence channel holiday is measured, call the police automatically, warn relevant personnel in time?

The author thinks: No matter dimension spends proceed with to identify unusual channel and false discharge from which, need to click advertisement exposure data, user attribute data and user behavior data to collect a means through certain data above all, undertake associated, conformity, get together kind, get thereby complete, comprehensive with accurate fundamental data, realize user data accordingly dog and analyse.

Had complete and overall data, on one hand, we are OK the trace that the breakthrough dot that never is the same as according to the attribute of channel goes to searching false discharge; On the other hand, through analyse and retaining a false flow the data of whole segment, can build support the evidence with false strong flow.

As above graph, advertisement puts in data of whole technological process to basically can be divided for 3 kinds of;

Advertisement puts in data: Advertisement light exposure, advertisement clicks a quantity; Data of user major attribute: The activation period of time that increases an user newly distributings, district distributings, equipment terminal distributings, network and operation business distributing, App version distributings; User behavior data: When the keep condition that adds an user newly, App starts frequency, App to use, long, business changes a condition (if broadcast when long, behavior paying fee) .

Data itself does not show an issue, logarithm occupies unscramble ability to show an issue.

That is to say, data is the original material without treatment only, denotive it is external object, beard course machines processing, form logic rear can call news; Undertake summing up inducing again to much information, its systematize, formed knowledge, directive practice.

After implementation puts the data of whole technological process on monitoring to channel, it is to pass these data to identify unusual channel and false discharge next -- build channel to turn over namely cogged evaluate a system, specific include:

From each platform each dimension is spent get data; The index that monitor reachs the set of threshold value; Call the police automatically remind, channel detail is revealed; Finish unusual channel to identify monitor with false discharge.

The tripartite platform that monitor also is in perfect turn over cogged ability, for example friendly alliance + can undertake turning over in 4 levels cogged:

Reframe communication agreement, increase confidential algorithm, raise the threshold of the agreement that defeat solution. Increase ID change to track strategy, the lock decides false ID. In the service end upgrades algorithm and control are politic, identify the behavior that brush a quantity more effectively. It is to increase Appkey to protect strategy, line equipment dactylogram, simulator identifies on wait for a technology, be aimed at the behavior brushing a quantity of Android equipment end especially, hit abb clique energetically.

(graph: Unusual channel monitors flow)

Cogged executive measure is opposed in channel in, after new channel is enlightened, must run a system through channel above all, type channel bag and account successfully - after channel matchs a relation, just can enter channel to turn over cogged evaluate a system.

After getting relevant data, set is unusual the monitoring index of channel, train threshold value according to historical example data, unusual to be less than the doubt of threshold value to be like channel calls the police automatically, implementation " information arrives immediately " , show channel detailed information in forms for reporting statistics at the same time, coach channel is optimized.

Channel management system is channel turns over the necessary pre-construction job in cogged flow, basically include channel to include management and account - channel matchs management.

1) channel includes management: Channel operation personnel puts in in channel before, need makes good UTM number for each channel, call channel the package, attribution through channel will identify the channel source that adds an user newly. In the meantime, these channel the bag is spent according to all sorts of dimension do good classification, the channel data ready-made that for follow-up statistic each dimension spends;

2) account - channel matchs management: The account that channel operation personnel needs to put data on tiring-room channel / the channel in planning to change data with App has been done match a relation, those who aim to realize channel to put in tiring-room data and App user to change data is successional.

Friendly alliance + mobile statistic (U-App AI edition) the diversity that reading of user channel thinking occupies, be like:

According to the attribute of each channel types, the unusual channel of of all kinds channel monitors set index. In the meantime, the relevant index data that goes up with the history is example, train and set threshold value, exceed threshold value when index -- maintain namely be like unusual channel for doubt.

The article is with keep index only exemple:

(1) prepare data

The author chooses all activation quantities on the history to be more than the channel bag of 100, the new increment that prepares these channel packages and 1/3/7/14/30 day keep are led.

(2) affirmatory index

(3) set threshold value

Computation gives the Zhouliu in historical example data to put index and Zhou Tong to lead the decile of fluctuant index than keep, express as follows:

According to above the standard of 90% less than, join real business case, adjust the threshold value of the index that monitor as follows:

Namely in the above keep index that monitor, some channel (activation quantity is more than 100) real value is less than threshold value, define be like unusual channel for doubt.

The company uses tack hammer to be internal news report, in coordination tool, the hammer nails group of robots is tack hammer group advanced and patulous function, the information group that can serve tripartite arrives group in chatting, the information that implements automation is synchronous.

Monitor the threshold value of index according to unusual channel, the information synchronism that seems doubt unusual channel is nailed to the hammer group in, call the police automatically, with warning channel operation personnel in time.

Seem all doubt on the history unusual channel to pass Tableau visible tool is more intuitionistic and detailed reveal come out, include of all kinds and relevant data target, personnel of directive channel operation adjusts channel in time to put in.

In the meantime, as as strong as media or adcraft negotiation evidence, take requirement filling amount accordingly or reject to pay etc answer measure.

Face the unusual channel that emerge in endlessly and false discharge, channel obtains guest practitioner actually can need not alarmed, pass a series of example above and solution, we discover:

Unusual channel and false discharge are not can search without mark, as long as data is changed and online change, certain can date from. The tool that we discover have the aid of is strong undertakes the data of deepness is analysed, it is to identify the way with unusual channel and false the the directest, most reliable discharge, and be below increasingly complex media environment, type of this one party will produce mainer and mainer effect.

The author sums up his from already check here it is two, the APP advertisement that the hope can promote data drive capability for broad longing advocate offer a few reference and draw lessons from:

(1) use advanced tool to realize strong data to prop up.

The adroitness application that is based on logarithm to occupy analytic tool and monitor executive experience, the author thinks: App advertisement advocate should active undertake cooperative with the platform that can realize much dimension to occupy an analysis. Can save much fundamental data to collect processing time on one hand; The iteration that implements quota system more easily also on the other hand delays develop.

For example: The author is in the job sex of the diversity that occupies with respect to the reading of user channel thinking of edition of U-App AI of have the aid of, open sex, exact real time, help place enterprise came true one-stop much channel is multidimensional spend an analysis.

(2) couple is real to the understanding of the industry and job, build perfect and seasonable channel to evaluate a system.

A complete and perfect channel evaluates a system is a magic weapon that business medium of communication obtains guest health to develop. Channel is turned over cogged evaluate a system, identify quality of channel true capacity, channel to evaluate a system, respectively corresponding move is added newly, active, accrual these 3 targets.

And the company grows level in what differ, can have different target side key -- or attention channel effectiveness evaluates a system in order to go after user dimensions, or attention channel keep evaluates a system active with emphasizing an user, also or attention channel ROI evaluates a system in order to hoist an user income, channel obtains guest practitioner to need to develop level to be handled neatly according to the enterprise.

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