浙江省抖音平台玩具类用户生命周期价值评价数据

通过浙江省抖音平台玩具类新增活跃用户的用户价值，评估浙江省抖音平台采用生命周期价值模型来评价企业（CAC）获客成本的合理性。简单来说，在新用户的获取上，要保证一个用户在整个生命周期中给产品带来的价值（LTV）大于获取这个新用户所耗费的成本（CAC），否则获取的用户越多，回本周期越长，平均收益越低。此评价数据适用于所有消费品行业企业，为消费品行业企业在制定营销政策，管理促销费用等提供数据支持。采用生命周期价值模型来评价企业CAC获客成本的合理性。LT=（新增用户数+次日留存用户数+2日留存用户数+3日留存用户数+4日留存用户数+…+14日留存用户数）/新增用户数；LTV=LT*ARPU；平均收益=LTV/CAC；LT:用户的平均生命周期；LTV：用户生命周期价值；ARPU：用户的平均收入；CAC:获客成本。① 当LTV/CAC<1时，说明用户获取越多，亏损越严重，商业变现失败，缺乏明确的变现方式。② 当1 ≤LTV/CAC < 3时，说明产品是有明确的变现方式的，获客可以获得正向收益，存在一定的发展空间，但收益与成本的转化率较低。③ 当3≤LTV/CAC < 5时，可以判断该产品的发展潜力较大，模式更容易被认可。④ 当LTV/CAC≥5时，说明市场拓展太保守，为了保持该转化率，过于严控获客成本，不利于开拓市场，应该加大投入。

This dataset assesses the rationality of applying the Customer Lifetime Value (LTV) model to evaluate enterprises' Customer Acquisition Cost (CAC) on the Douyin platform in Zhejiang Province, based on the user value of newly activated toy category users on this platform.
Simply put, for new user acquisition, the total value a user brings to the product over their entire lifecycle (LTV) must exceed the cost incurred to acquire this new user (CAC); otherwise, the more users are acquired, the longer the payback period and the lower the average revenue.
This evaluation dataset applies to all enterprises in the consumer goods industry, providing data support for them to formulate marketing policies and manage promotional expenses.
The core indicators and their calculation rules are as follows:
1. Average User Lifespan (LT): LT is calculated by dividing the sum of the number of newly added users, 1-day retained users, 2-day retained users, 3-day retained users, 4-day retained users, and up to 14-day retained users by the total number of newly added users.
2. Customer Lifetime Value (LTV): LTV equals LT multiplied by ARPU, where ARPU refers to Average Revenue Per User, i.e., the average revenue generated per individual user.
3. Average Revenue: Average Revenue is calculated as LTV divided by CAC, where CAC stands for Customer Acquisition Cost.
The corresponding judgment criteria are:
① When LTV/CAC < 1: It indicates that the more users are acquired, the more severe the losses, with failed commercial monetization and no clear monetization approach.
② When 1 ≤ LTV/CAC < 3: It indicates that the product has a clear monetization model, user acquisition yields positive returns with certain development space, but the conversion rate between returns and costs is relatively low.
③ When 3 ≤ LTV/CAC < 5: It can be determined that the product has great development potential, and its business model is more easily recognized by the market.
④ When LTV/CAC ≥ 5: It indicates that market expansion is too conservative; to maintain this conversion rate, the enterprise overly controls customer acquisition costs, which hinders market expansion, and more investment should be allocated.

搜集汇总

数据集介绍

特点

该数据集提供了浙江省抖音平台玩具类用户的生命周期价值评价数据，包含新增用户数、留存用户数、LTV、CAC等关键指标，每日更新，适用于消费品行业企业的营销策略制定。