r psm傾向性匹配

Retail managers have been facing an extraordinary time with the COVID-19 pandemic. But the typical plans to prepare for seasonal sales will be a new challenge. More seasonal products have been introduced over the years, making August the best point to conduct a seasonal analysis. So this means you, as a marketer, can get to understand seasonal shopping

零售經(jīng)理面對(duì)COVID-19大流行正處于非同尋常的時(shí)期。 但是為季節(jié)性銷(xiāo)售做準(zhǔn)備的典型計(jì)劃將是一個(gè)新的挑戰(zhàn)。 多年來(lái)引入了更多的季節(jié)性產(chǎn)品，使8月成為進(jìn)行季節(jié)性分析的最佳時(shí)機(jī)。 因此，這意味著您作為營(yíng)銷(xiāo)人員可以了解季節(jié)性購(gòu)物

I have a nickname for the online metrics associated with seasonal retail behavior. I call them Pumpkin Spice Metrics or PSMs, given that so many products with a pumpkin theme arrive in stores during the fall.

我有一個(gè)與季節(jié)性零售行為相關(guān)聯(lián)的在線指標(biāo)的昵稱(chēng)。 鑒于秋季有許多以南瓜為主題的產(chǎn)品到貨，因此我將它們稱(chēng)為“南瓜香料”或“ PSM”。

Pumpkin Spice Metrics aid overall marketing activity by defining what typically happens during a seasonal sales period. The metrics themselves are not technologically different than the ones chosen for digital marketing campaigns or ones related to KPI (key performance indicators — metrics related to business objectives). The key value in establishing PSMs is to determine segments and activity based on the seasonal influences and campaign details that are known.

南瓜香料度量標(biāo)準(zhǔn)通過(guò)定義季節(jié)性銷(xiāo)售期間通常發(fā)生的情況來(lái)輔助總體營(yíng)銷(xiāo)活動(dòng)。 指標(biāo)本身在技術(shù)上與為數(shù)字營(yíng)銷(xiāo)活動(dòng)選擇的指標(biāo)或與KPI相關(guān)的指標(biāo)(技術(shù)指標(biāo)-與業(yè)務(wù)目標(biāo)相關(guān)的指標(biāo))沒(méi)有技術(shù)差異。 建立PSM的關(guān)鍵價(jià)值是根據(jù)已知的季節(jié)性影響和活動(dòng)詳細(xì)信息來(lái)確定細(xì)分和活動(dòng)。

So where should a business start to plan effective measurement against the seasons, especially as shopping behavior has shifted?

那么，企業(yè)應(yīng)該從哪里開(kāi)始計(jì)劃針對(duì)季節(jié)的有效衡量標(biāo)準(zhǔn)，尤其是在購(gòu)物行為發(fā)生變化時(shí)？

One clear starting point is just looking at what regional traffic has been typical. Different regions celebrate seasonal events in which businesses participate with promotions. This means more activity related to those events can appear in the analytics as increases from a local region.

一個(gè)明確的起點(diǎn)只是看區(qū)域交通的典型情況。 不同地區(qū)慶祝企業(yè)參加促銷(xiāo)活動(dòng)的季節(jié)性活動(dòng)。 這意味著與這些事件相關(guān)的更多活動(dòng)可以隨著本地區(qū)域的增加而出現(xiàn)在分析中。

So imagine website visits associated with Los Angeles or Houston experiencing a rising count near the time of Cinco De Mayo, a celebration of Mexican culture and heritage. Both regions are home to the largest Hispanic populations in the United States, while a Wikipedia post on Cinco De Mayo notes that the celebration, originated in the southwestern region of the United States, is celebrated in large cities with large Mexican-American populations. Companies with products normally purchased near the May 5th date would review visits to see if they map to those locations, then decide where to best deploy advertising.

因此，想象一下在臨近Cinco De Mayo(慶祝墨西哥文化和遺產(chǎn))的時(shí)期，與洛杉磯或休斯頓相關(guān)的網(wǎng)站訪問(wèn)量正在上升。 這兩個(gè)地區(qū)都是美國(guó)最大的西班牙裔人口的家園，而維基百科上Cinco De Mayo的帖子則指出，這項(xiàng)慶?；顒?dòng)起源于美國(guó)西南部地區(qū)，是在墨西哥裔美國(guó)人人口眾多的大城市中進(jìn)行慶祝的。 購(gòu)買(mǎi)產(chǎn)品通常在5月5日前后購(gòu)買(mǎi)的公司會(huì)審核訪問(wèn)，以查看它們是否映射到這些位置，然后決定在哪里最好地部署廣告。

There are several ways to do this in an analytics solution. The easiest is to set up a geolocation report in Google Analytics or Adobe Analytics. Chart the number of visits from a region in which the population is understood. Analysts usually examine the reports for a consistent number of visits, with signs of engagement, either by time spent on-site or by conversion rate.

在分析解決方案中，有幾種方法可以做到這一點(diǎn)。 最簡(jiǎn)單的方法是在Google Analytics(分析)或Adobe Analytics中設(shè)置地理位置報(bào)告。 繪制來(lái)自了解人口的區(qū)域的訪問(wèn)次數(shù)。 分析師通常根據(jù)在現(xiàn)場(chǎng)花費(fèi)的時(shí)間或轉(zhuǎn)化率來(lái)檢查報(bào)告中是否有一致的訪問(wèn)次數(shù)，并帶有參與的跡象。

This Google Analytics Location Report breaks down visits according to state. California is the darkest because it has the most visits, followed by New York and Texas. That information is useful if marketing had planned for visits from those regions to rise during a build up period to a seasonal event.此Google Analytics(分析)位置報(bào)告根據(jù)狀態(tài)細(xì)分了訪問(wèn)次數(shù)。 加州是最黑暗的地區(qū)，因?yàn)樵L問(wèn)量最多，其次是紐約和德克薩斯州。 如果營(yíng)銷(xiāo)計(jì)劃將那些地區(qū)的訪問(wèn)量增加到季節(jié)性事件，則該信息將很有用。 A geolocation report can be adjusted to view a metro area, helpful for more nuance.可以調(diào)整地理位置報(bào)告以查看都會(huì)區(qū)，這有助于產(chǎn)生更多細(xì)微差別。

A quick aside: Conversion rate is the percentage of visitors who complete a given activity on your site. This metric is set in the analytics manually in the goals setting.

簡(jiǎn)單來(lái)說(shuō)：轉(zhuǎn)化率是完成您網(wǎng)站上給定活動(dòng)的訪問(wèn)者的百分比。 該指標(biāo)是在目標(biāo)設(shè)置中的分析中手動(dòng)設(shè)置的。

Another key analysis is using time as a demarcation between a seasonal period and time leading up to the season. Search patterns can change between a season and lead up period to the season. Marking the time periods can reveal search patterns allowing you to ask “Are there any keywords or phrases that are appearing regularly before the season?” Those words may be opportunities to adjust paid search ads or content ideas for a blog associated with a site. While hashtags are meant for social media, tweets and Pinterest pins can appear in search results. Thus the ideas from a search report can spark research ideas for hashtags as well. The end result for this exercise is to develop a list of content ideas that fits the seasons, the phrases that customers are collectively speaking.

另一個(gè)關(guān)鍵分析是將時(shí)間用作季節(jié)與季節(jié)之間的分界。 搜索模式可以在一個(gè)季節(jié)之間以及該季節(jié)的準(zhǔn)備期之間變化。 標(biāo)記時(shí)間段可以顯示搜索模式，使您可以問(wèn)：“在該季節(jié)之前是否有規(guī)律出現(xiàn)的關(guān)鍵字或詞組？” 這些詞可能是調(diào)整與網(wǎng)站關(guān)聯(lián)的博客的付費(fèi)搜索廣告或內(nèi)容創(chuàng)意的機(jī)會(huì)。 盡管標(biāo)簽是用于社交媒體的，但推文和Pinterest固定圖釘可能會(huì)出現(xiàn)在搜索結(jié)果中。 因此，搜索報(bào)告中的構(gòu)想也可以激發(fā)主題標(biāo)簽的研究構(gòu)想。 此練習(xí)的最終結(jié)果是開(kāi)發(fā)出適合季節(jié)的內(nèi)容創(chuàng)意列表，即客戶(hù)共同說(shuō)出的短語(yǔ)。

In the instance of the fall retail seasons (Halloween, Thanksgiving, Christmas) you can look at search patterns from the time the pandemic began to the present. Comparing the search pattern from last year to this year can reveal if a past strategy will not be as effective for this year. That can make a difference in where to spend a digital ad budget or marketing resources.

在秋季零售季節(jié)(萬(wàn)圣節(jié)，感恩節(jié)，圣誕節(jié))的情況下，您可以查看從大流行開(kāi)始到現(xiàn)在的搜索模式。 比較去年和今年的搜索模式，可以發(fā)現(xiàn)過(guò)去的策略今年是否會(huì)不那么有效。 這可能會(huì)影響數(shù)字廣告預(yù)算或營(yíng)銷(xiāo)資源的支出位置。

Businesses can consider PSMs as a factor in modeling advanced analytics, such as forecast modeling. But the behavioral differences people are exhibiting while social distancing means that a model may not be work as effectively as it would have given a standard retail year. It may be better to see if advanced modeling can be used for the next season.

企業(yè)可以將PSM作為建模高級(jí)分析(例如預(yù)測(cè)建模)的一個(gè)因素。 但是，人們?cè)谏缃皇柽h(yuǎn)時(shí)表現(xiàn)出的行為差異意味著該模型可能無(wú)法像給定的標(biāo)準(zhǔn)零售年份那樣有效。 最好看看下一個(gè)賽季是否可以使用高級(jí)建模。

Would a launch of a pumpkin spice cereal create extra demand for milk? A market basket analysis would help a grocer determining if it should plan a promotion with milk and cereal.推出南瓜香料谷物會(huì)增加牛奶需求嗎？ 市場(chǎng)購(gòu)物籃分析將幫助雜貨商確定是否應(yīng)計(jì)劃用牛奶和谷物促銷(xiāo)。

One advanced technique that can be used is a basket analysis. This analysis identifies the likelihood that one or more items are purchased alongside another item. A toothbrush alongside a toothpaste or mouthwash may make sense, but there could be other products that trigger the sales. The result from an analysis are suggestions for how products are mentioned on website pages, app pages, or in value coupons. Even having them appear alongside in a video would be helpful.

可以使用的一種先進(jìn)技術(shù)是籃分析。 該分析確定了與另一個(gè)項(xiàng)目一起購(gòu)買(mǎi)一個(gè)或多個(gè)項(xiàng)目的可能性。 牙刷與牙膏或漱口水一起使用可能很有意義，但可能還有其他產(chǎn)品觸發(fā)了銷(xiāo)售。 分析的結(jié)果是有關(guān)如何在網(wǎng)站頁(yè)面，應(yīng)用程序頁(yè)面或價(jià)值優(yōu)惠券中提及產(chǎn)品的建議。 即使讓它們出現(xiàn)在視頻中也會(huì)很有幫助。

The time period discovered for seasonal sales can be a starting point for this analysis.

發(fā)現(xiàn)季節(jié)性銷(xiāo)售的時(shí)間段可以作為此分析的起點(diǎn)。

Overall, you just can’t be prepared for a seasonal event without the right strategy. Identifying the pumpkin spice metrics in your business is the right strategy of creating sweet campaign ideas from seasonal customer interest.

總體而言，如果沒(méi)有正確的策略，您只是無(wú)法為季節(jié)性活動(dòng)做好準(zhǔn)備。 在您的業(yè)務(wù)中確定南瓜香料的度量標(biāo)準(zhǔn)是根據(jù)季節(jié)性客戶(hù)興趣創(chuàng)建甜美廣告活動(dòng)想法的正確策略。

翻譯自: https://medium.com/@ZimanaAnalytics/pumpkin-spice-metrics-psm-how-to-plan-seasonal-advertising-8745bdbfe192

r psm傾向性匹配

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