Harnessing the crowds for multi-channel marketing monitoring

Haggai Roitman, Gilad Barkai, D. Konopnicki, Michal Shmueli-Scheuer
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Abstract

Measuring the effectiveness of marketing efforts across various channels is a challenging task. Such measurement usually relies on a combination of key performance indicators (KPIs) used to assess marketing outcomes. In this work we present the Multi-channel Marketing Monitoring Platform (M3P). M3P harnesses the crowds (people) as sources for effective collection of marketing KPIs across all possible channels. We describe M3P's main challenges and characterize marketing KPIs. We then describe the M3P solution, focusing on its KPI extraction process.
利用人群进行多渠道营销监控
衡量跨各种渠道的营销工作的有效性是一项具有挑战性的任务。这种测量通常依赖于用于评估营销结果的关键绩效指标(kpi)的组合。本文提出了多渠道营销监控平台(M3P)。M3P利用人群(人)作为跨所有可能渠道有效收集营销kpi的来源。我们描述了M3P的主要挑战和营销kpi的特征。然后,我们将描述M3P解决方案,重点关注其KPI提取过程。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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