营销活动会员响应度和疲劳度分析数据

统计分析单个营销活动的参与数据，通过分析历史参与的活动用户数据，定位活动的完成情况，精确定位不同用户对于活动的响应度和疲劳度，为不同类型活动的策划以及活动推广营销策略提供数据支持。该数据方法可广泛应用于零售企业、电信运营公司、医疗健康、民生服务等单位，有助于客户通过此类分析数据来制定或调整营销策略，节省成本、提升营销效果。数据采集：通过数云自研的麒麟CRM营销自动化系统导出数据进行分析加工。
数据处理：取特定活动ID，根据用户ID为唯一标识取成功沟通的用户，对数据进行清洗、去重，剔除无效数据。
数据加工：该数据采集单个活动下，所有被成功沟通触达的用户的用户ID，沟通时间。并同时采集30天内客户累计参与活动数、累计所有活动数、累计订单数、累计购买订单的总金额。响应度：根据活动最终的响应人的意向进行ABCDEF评级，有行为并且在一天内响应的为A级，有行为介于一至三天内响应的为B级，有行为超过三天内响应的为C级，始终没有响应的为D。连续活动参与率：统计该客户近30天内参与活动的次数以及所有活动的占比，客户参与率 = 30天内参与的活动 / 30天内所有的活动 100%。客户疲劳系数：累计与客户建立沟通的频次，低于1的为正常范围，超过1的会对客户造成反感，不应再对其做活动触达，疲劳系数 = （30天内累计订单数 + 连续活动参与率100）* 可控阈值，其中可控阈值默认为0.12。
数据应用：通过对客户响应度评级、连续活动参与率及疲劳系数的综合分析，企业能够深入了解用户对活动的参与偏好及行为模式，进而优化营销策略

This dataset conducts statistical analysis on the engagement data of individual marketing campaigns. By analyzing historical user data from past campaign participants, it identifies campaign performance status and accurately locates the responsiveness and fatigue level of different user groups, providing data support for the planning of various types of campaigns and the formulation of promotion and marketing strategies.

This analytical framework can be widely applied to retail enterprises, telecommunications operators, healthcare industries, public service institutions and other organizations, helping customers develop or adjust marketing strategies based on such analytical data to cut costs and improve marketing effectiveness.

Data Collection: Data is exported from the Kirin CRM Marketing Automation System independently developed by Shuyun for analysis and processing.

Data Processing: Target specific campaign IDs, select users who have been successfully contacted with user ID as the unique identifier, then clean, deduplicate and remove invalid data from the dataset.

Data Enrichment: This dataset collects user IDs and communication timestamps of all users successfully contacted under a single campaign. It also collects the cumulative number of activities the customer has participated in within 30 days, the total number of all activities, the cumulative number of orders, and the total amount of purchased orders within 30 days.

1. Responsiveness Rating: Users are graded from A to F based on their final response intention to the campaign: Grade A for users who took targeted actions and responded within 1 day; Grade B for users who took targeted actions and responded within 1 to 3 days; Grade C for users who took targeted actions but responded after 3 days; Grade D for users who never responded.
2. Continuous Campaign Participation Rate: Calculate the number of activities the customer has participated in and the proportion of participated activities among all activities in the past 30 days. The customer participation rate = (number of activities participated in 30 days / total number of activities in 30 days) * 100%.
3. Customer Fatigue Coefficient: Refers to the cumulative communication frequency with the customer. A value below 1 is within the normal range, while a value exceeding 1 will cause customer aversion and no further campaign outreach should be conducted. The fatigue coefficient = (cumulative number of orders in 30 days + continuous campaign participation rate * 100) * controllable threshold, where the default controllable threshold is 0.12.

Data Application: Through comprehensive analysis of customer responsiveness ratings, continuous campaign participation rates and fatigue coefficients, enterprises can gain in-depth insights into users' activity participation preferences and behavioral patterns, thereby optimizing their marketing strategies.

搜集汇总

数据集介绍

特点

该数据集包含1001条营销活动会员数据，每日更新，用于分析客户响应度、活动参与率和疲劳系数，优化营销策略。