Evaluation of the effectiveness of advertising, and not only - correlation statistics

Correlation, it is

1. The ratio, the interdependence of the compared concepts (philos.).

2. The interconnection of phenomena that are in a certain dependence on one another .

Explanatory dictionary of Russian language Ushakov

In connection with a certain excess of free time, I set myself the task to come up with and implement the interface of the statistics module combined with some timelines to promote the site and improve its functionality. The primary goal was to show the relationship between site visits and promotional events both online and offline, but the process did not stop there ... ( Link to the interface screen for those who do not like to read a lot. )

“Why?” - small offtopic

It just so happened that I had to work for some time with an enikeyschik-designer-and_mugo_kem_esche in one production company. I was struck by the amount of funds, in the literal sense, "thrown out" on advertising, at a time when it was not possible to evaluate, spent the money or went into the bottomless pockets of advertisers.



A few years later, I was attracted to the development of the city portal. There was a problem of attracting new users in a limited budget, and my old idea was given the necessary kick to get it off the ground.

What is it and why?

It is not always possible to draw a relationship between the number of visits to the site (purchases made on the site, registrations of new users, etc. - in general by any final user actions [ CAP ]) and advertising campaigns carried out at some point in time or made on the site improvements.

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If in the case of Internet advertising everything is more or less transparent - we get reports on incoming users, then it is not so easy to evaluate offline advertising measures qualitatively and quantitatively. As well as the change in efficiency after various changes in the structure, design or functionality of the site.



I would like to design such a system with the help of which it would be possible to analyze the effectiveness of the money spent relative to return.

Idea and consequences

The initial idea was to display the ratio of the number of visits to efficiency in the timeline. The person went to the site - the person performed some kind of expected action. Or did not comply. You can sit and think about how to convert traffic into real orders (applied to the online store)



In the process of drawing on paper the layout of the weekly statistics, the following thoughts appeared:

• Several types of events - “lines”, quite flexibly and compactly characterizing an advertising campaign.
• Separate control for graphs statistics and "lines."
• The correlation between events, attendance and the actual result.
• Why so little good beer?
• The ability to integrate statistics with modules of a web-based CRM system.
• Try to implement a qualitative assessment of promotional activities. Something like the relationship "how much money was spent / how much efficiency received."
• Improvements to the resource also cost money, and they can be divided conditionally into several types (like this: “patches, current updates and long-term”), respectively, it is necessary to somehow differentiate them.
• How to maximize the process of adding timelines.

It can be said that such a system can be linked up to the point of increasing the number of sold glasses of seeds and the appearance of a large sign “Tasty fried seeds from Grandma Agafya”. ^{The image of a grandmother selling seeds with a netbook under the counter appeared unobtrusively in the brain :)} . But in the example we’ll talk about the correlation statistics module for an abstract online store .

What happened

• The general concept of the statistics module.
• "Rulers" -timelines of various types.
• Efficiency markers on the chart.
• What a screen interface.

What's next...

Think over the unrealized points of the “Ideas” section, draw as much as possible.

In the next post, expect easy-to-read graphics of large periods of time, animated work with "lines of events" and notes on efficiency. Unfortunately, or fortunately, I never know how to program, so this module will not go beyond the screenshots and general logic :(

Valuable comments and suggestions

1. lasc noted that on his, damn large, monitor almost nothing is visible.
   
   Alternatively, you can use flash or scalable SVG graphics.
   
   
2. Here could be your comment