Анализ платного поиска на примере больших данных для французской косметической компании
Цель этого исследования-выбрать метрику для измерения эффективности платного поиска и помочь команде электронной коммерции Lancôme лучше понять пользователей платного поиска.
Задачами исследования являются:
1. Выбрать метрику для измерения эффективности платной поисковой кампании.
2. Найти самые эффективные ключевые слова в платном поисковом канале.
3. Проанализировать основные функции пользователей платного поиска, поведение пользователей и обоснование.
Основные результаты включают измерение эффективности платного поиска (на практике было протестировано 8 эффективных ключевых слов платного поиска), отчет о понимании пользователями платного поиска и стратегические рекомендации по бизнесу платного поиска.
Content …………………………………………………………………………………………………………………….. 4
1.
2.
Introduction ……………………………………………………………………………………………………….. 6
1.1. Background ………………………………………………………………………………………………… 6
1.2. Research motivation and goal………………………………………………………………………… 7
1.3. Research questions ………………………………………………………………………………………. 8
Literature review on theoretical background of paid search……………………………………….9 2.1. Digital economy …………………………………………………………………………………………..9
2.1.1 The concept of digital economy ……………………………………………………………… 9
2.1.2 Characteristics of digital economy ………………………………………………………… 10
2.1.3 The change of marketing strategy during Digital Economy Era………………….11
2.1.4 The significance of marketing strategy transformation ……………………………..11
2.2 Search engine marketing ……………………………………………………………………………..12
2.2.1 The concept of search engine marketing …………………………………………………12
2.2.2 The mode of search engine marketing ……………………………………………………. 13
2.2.3 Paid search advertising ………………………………………………………………………… 14
Summary ……………………………………………………………………………………………………………..15 Paid search business ………………………………………………………………………………………….. 17 3.1. Russian cosmetic market overview ……………………………………………………………….17
3.1.1 Market sales………………………………………………………………………………………..17
3.1.2 Category segmentation ………………………………………………………………………… 18
3.1.3 Market distribution ……………………………………………………………………………… 18
3.
4.
3.3 Lancôme paid search business background…………………………………………………….24
3.3.1 Business Profile ………………………………………………………………………………….. 24
3.3.2 Current paid search working process from e-commerce perspective …………..25
3.3.3 Managerial problems …………………………………………………………………………… 26
3.4 Research methodology and research framework …………………………………………….. 27 Summary ……………………………………………………………………………………………………………..30 Paid search analysis……………………………………………………………………………………………31
forces analysis on Russian cosmetic market…………………………………………….19
3.2. Five
3.2.1 Buyer power ………………………………………………………………………………………. 19
3.2.2 Supplier power …………………………………………………………………………………… 19
3.2.3 New entrants ………………………………………………………………………………………. 20
3.2.4 Threat of substitutes ……………………………………………………………………………. 21
3.2.5 Degree of rivalry…………………………………………………………………………………. 22
3.2.6 Conclusion …………………………………………………………………………………………. 23
4
5.
4.1 Part one – paid search keyword efficiency………………………………………………………32
4.1.1 KPI on marketing campaign………………………………………………………………….32
4.1.2 Regression analysis ……………………………………………………………………………..35
4.2 Part two – paid search user behaviour understanding ……………………………………….43
4.2.1 Data introduction ………………………………………………………………………………… 44
4.2.2 Methodology ……………………………………………………………………………………… 46
4.2.3 Result…………………………………………………………………………………………………47
Summary ……………………………………………………………………………………………………………..60 Discussions ………………………………………………………………………………………………………. 62
5.1 Keywords test on real business……………………………………………………………………..62
5.2 Impact of the Covid-19 epidemic …………………………………………………………………. 63
5.2.1 On Russian cosmetics market………………………………………………………………..63
5.2.2 On Lancôme paid search ………………………………………………………………………64
5.3 Paid search in practice…………………………………………………………………………………65 Implications …………………………………………………………………………………………………………….. 67 Conclusion………………………………………………………………………………………………………………. 68 References ………………………………………………………………………………………………………………. 69 Academic Literature in English……………………………………………………………………………….69 Academic Literature in Other Languages………………………………………………………………….72 Appendix ………………………………………………………………………………………………………………… 73
1.1. Background
With the continuous development and popularization of the Internet, people’s lifestyle has changed. At the same time, due to the continuous improvement of people’s revenue level, people’s consumption power and purchasing power are also gradually improving. Therefore, market products are becoming more and more diversified and personalized, which can not only meet the different needs of different consumers, but also promote the rapid economic development. However, product sales and marketing are inseparable. Only by building a scientific and reasonable marketing strategy can companies strengthen people’s understanding of products and gradually increase product sales. Nowadays, in the era of material oversupply, the choice of consumers has become diversified. One effective way for enterprises to develop is to continuously promote the personalization of marketing strategies and product upgrading.
In the era of digital economy driven by Internet technology, a series of significant changes have taken place in the behaviour mode of consumers. It has become an important part of the behaviour mode of consumers in the Internet era to accurately search their own products through search engines. This means that the demand driven by consumers is generated, and the search engine is just in line with the marketing concept of the digital economy era. At the same time, search engine marketing has advantages in cost control and brand promotion. In this context, search engine marketing has become an important way and channel of enterprise product marketing.
Internet advertising has been the fastest growing marketing channel in recent years. In the United States alone, it accounted for about $60 billion in 2015. The rise of digital advertising is remarkable – it has doubled in the past five years alone. Paid searches that place ads next to search results account for the largest share of online advertising spending.1
When search engine first appeared, scholars thought that it would become an important marketing tool. (Yu, 2019) In 1994, the emergence of classified directory search engines such as Yahoo marked the birth of search engine marketing. In 2000,
1 于朝晖.CNNIC发布第44次《中国互联网络发展状况统计报告》[J].网信军民融 合,2019(09):30-31.
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the generation of pay per click mode led to the development of search engine marketing. With the development of Internet and the growth of Internet users, the search engine market expanded rapidly. According to relevant data, nearly 80% of Internet users choose search engine to obtain information, and a large part of Internet users have a strong sense of dependence on search engine.2 Now, search engine advertising has become the best promotion channel for small and medium-sized enterprises.
1.2. Research motivation and goal
Paid search has become an important way of search engine marketing, and the measurement of its efficiency is also a topic concerned by scholars and enterprise managers.
Motivation. Previous research in the field of paid search basically only focused on the optimization of paid search algorithms. But, although data-driven is the concept of scientific decision-making, data-driven is not only about data theory. Behind the decision, we also should pay attention to the paralleled results of user experience and the big data.
Therefore, in addition to algorithm optimization, we should also gain insights into the behavioural habits of target consumer groups and dive into consumer needs. Currently, there is a lack of research on this part in the paid search field.
Goal. The goal of this study is to choose a metric to measure paid search effectiveness and help Lancôme e-commerce team gain a better understanding on paid search users.
Lancôme brand entered Russia in 1990. In recent years, its sales in Eastern Europe are gradually increasing, especially in Russia. Last year, all countries and markets were affected by the pandemic and lockdown measures. Online consumption continued to grow, which brought us to deep dive into paid search performance. Therefore, the research on Lancôme’s paid search efficiency could help us have a better understanding of:
a) Working process in a big cosmetics company
b) The current circumstances of paid search in practice, including players,
stakeholders, decision-making process, implications, and future trends.
2 李凯,邓智文,严建援.搜索引擎营销研究综述及展望[J].外国经济与管理,2014,36(10):13- 21.
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c) Measuring the efficiency of keywords in paid search channel of Lancôme company.
d) Current Lancôme paid search user behaviour and the rationale behind it.
1.3. Research questions
Part one – Paid search keyword efficiency measurement
a) What is the common way to measure paid search efficiency in business?
b) Which metric is suitable for Lancôme?
c) What is the correlation between efficiency and other indicators?
Part two – Paid search user analysis
a) How decision-making process works in paid search channel in Lancôme?
b) What is the current Lancôme paid search user behaviour and the
rationale behind?
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