厦门市区域短视频平台投流分析数据
收藏资源简介：
通过投流金额、内容、区域、投流规则，得到每一次投流结果数据，进行查询分析和运营策略参考。为客户提供清晰完善的数据报告，帮助客户了解投流的费用、人群、年龄、兴趣和成果，帮助后续的运营推广给运营部门的支持，公司可以清晰指导运营每一次投流的情况，方便管理团队和优化成员，根据结果给予奖励支持和指导。为政府提供当前各类型人群喜好的短视频数据情况，为监管提供分析数据支持。形成各年龄人群不同偏好的行业投流运营分析报告，帮助行业更好的推动良性的短视频发展。一、数据来源：本次分析的数据来源于奈朵传媒ERP系统，具体为2024年1月1日至2024年6月30日期间的区域短视频平台投流相关数据，数据经采集后已完成统计分析处理。二、流量算法：流量在数据背景下可理解为内容被展示和播放的情况，是衡量内容传播广度的重要指标。数据来源分为自然播放量和投流增量带来的流量。自然播放量占比体现了内容本身的吸引力和口碑传播能力；投流增量则反映了通过付费推广所带来的额外流量，像一些投流费用较高的内容，相应的投流增量也比较大，显示出投流对扩大流量规模有明显作用。总播放量=自然播放量+投流增量，自然流量占比=自然播放量/总播放量*100%。三、互动率算法：互动率反映的是受众与内容之间的参与和反馈程度，体现了内容对受众的深度影响。包括点赞、评论、分享、收藏等行为，点赞是一种简单的认可和支持，评论则表明受众有更深入的想法和表达欲望，分享意味着受众愿意将内容推荐给他人，收藏说明受众希望保存内容以便后续查看。如数据中有的内容点赞数较多，说明它比较受欢迎；而评论数多，则表示该内容引发了受众的热烈讨论。互动率=（点赞+评论+分享+收藏）/总播放量*100%。四、评级算法：根据完播率和播放量对广告效果进行评级。S级：完播率≥35%且总播放量>50万；A级：完播率≥30%且总播放量> 20万；B级：完播率≥25%且总播放量> 5万；C级：完播率≥20%且总播放量>1万；D级：完播率<20%或总播放量≤1万。
This dataset is derived from ad delivery campaign result data generated based on ad delivery budget, content, region and delivery rules, for query analysis and operational strategy reference. It delivers clear and comprehensive data reports to clients, helping them understand ad delivery costs, target audiences, age groups, interests and campaign outcomes, and providing support for the operations department in subsequent promotional campaigns. The company can clearly track the status of each ad delivery campaign, facilitating the work of management teams and optimization personnel, and providing reward support and guidance based on campaign results. Additionally, it provides the government with data on the preferences of various demographic groups for short videos, offering analytical data support for regulatory work. The dataset also compiles industry ad delivery operation analysis reports based on the preferences of different age groups, to help the industry promote the healthy development of short videos. 1. Data Source: The data used in this analysis is sourced from the Neduo Media ERP system, specifically regional short-video platform ad delivery-related data from January 1, 2024 to June 30, 2024. The collected data has undergone statistical analysis and processing. 2. Traffic Calculation Algorithm: In the context of this dataset, traffic volume refers to the number of times content is displayed and played, serving as a key metric for measuring the breadth of content dissemination. Traffic sources are divided into organic playback volume and traffic increment brought by ad delivery. The organic playback volume ratio reflects the inherent attractiveness of the content and its word-of-mouth propagation capability; the ad delivery increment refers to the additional traffic generated by paid promotion. For example, content with higher ad delivery budgets typically has larger ad delivery increments, demonstrating that ad delivery effectively expands traffic scale. The formulas are as follows: Total Playback Volume = Organic Playback Volume + Ad Delivery Increment Organic Traffic Ratio = (Organic Playback Volume / Total Playback Volume) * 100% 3. Interaction Rate Calculation Algorithm: The interaction rate reflects the degree of audience engagement and feedback with the content, demonstrating the deep impact of the content on the audience. It includes behaviors such as likes, comments, shares and saves. A like represents a simple endorsement and support; a comment indicates that the audience has deeper thoughts and a desire to express themselves; a share means the audience is willing to recommend the content to others; a save indicates that the audience wants to keep the content for future viewing. For instance, content with a high number of likes is generally well-received, while content with a high number of comments has sparked heated discussions among the audience. The formula for interaction rate is: Interaction Rate = (Likes + Comments + Shares + Saves) / Total Playback Volume * 100% 4. Rating Algorithm: Ad effectiveness is rated based on the complete playback rate and total playback volume, with the rating levels defined as follows: S-level: Complete Playback Rate ≥ 35% AND Total Playback Volume > 500,000 A-level: Complete Playback Rate ≥ 30% AND Total Playback Volume > 200,000 B-level: Complete Playback Rate ≥ 25% AND Total Playback Volume > 50,000 C-level: Complete Playback Rate ≥ 20% AND Total Playback Volume > 10,000 D-level: Complete Playback Rate < 20% OR Total Playback Volume ≤ 10,000
