Analysis of massive engine advertising data!

Data analysis is the most important job skill for optimizers. It not only helps optimizers quickly locate problems and find growth breakthroughs, but also determines whether optimizers are doing useless work.

Recently, many friends have come to consult about issues related to Bytedance data analysis , and they don’t know how to perform analysis after getting a Bytedance account.

So next we will use several articles to systematically share with you: the logic of data analysis of the massive engine, and teach you how to conduct data analysis. The specific content is as follows:

• 1. How does Big Data Engine perform data analysis?
• (II): Multi-dimensional account analysis solves major problems
• (III): How to quickly get through the cold start period
• (IV): How to determine whether the account continues to be invested
• (V): How to adjust the account fluctuation period
• (VI): How to increase the volume and reduce costs of the Big Data Engine account

Of course, this series of articles includes but is not limited to the above contents. If you want to know more about the data analysis of Big Data Engine, you can leave the content you want to hear in the comment area. It will be added to the series of articles later and shared with everyone.

Each channel has a key optimization direction, so before starting the first issue of the Big Data Analysis of the Big Data Engine, let’s first clarify the core elements of the Big Data Engine.

Core elements of the massive engine

Channel features: Advanced intelligent channel (can be used for general advertising, relying on basic targeting, through creativity and intelligent bidding, the system can automatically find the target group)

The first factor: creative materials (explosive materials and creativity directly affect the volume and conversion cost)

Secondary factors: account, page, bid, creative tag, targeting method, etc.

Preferred bidding method: OCPM, automatic bidding (large-volume delivery)

Big Data Engine Data Analysis Logic (I): How Big Data Engine performs data analysis

When analyzing data from Ocean Engine, we first look at the long-term daily reports and use the long-term data to determine the effectiveness of the account. At this point we need to determine two issues:

1. Whether the account continues to be deployed

For example, if you run for a week and are always lying down, and finally have some consumption, the cost is still very high and unstable;

For those cases where consumption and costs continue to fluctuate greatly, and there has been no improvement without adjustment for a long time, it is recommended to change the account directly.

2. Determine whether the account has occasional fluctuations and determine the optimization direction

Check whether the account fluctuation cycle is regular, and determine whether the current period is a cyclical low period or there is indeed a problem with the account.

In a situation like this, it is obviously a fluctuation cycle. Consumption decreases on the weekends and costs fluctuate. There is no need to make major adjustments to the account at this time.

For those that show an obvious slow downward trend, there must be something wrong with the operation. Either you haven't put enough effort into your plans and have failed to come up with new plans in time before the old plans become obsolete, or your materials are declining.

Therefore, daily report analysis of the account is still very, very important. Have you learned it?

Author: Houchang College

Source: Houchang College