|
Serial
number
|
Name
of the indicator
|
Paraphrase
|
Analysis
angle
|
|
1
|
This
month's promotion fee
|
The
total cost of brand promotion by enterprises this month
|
Evaluate
whether the advertising budget invested this month meets expectations
|
|
2
|
This
month's sales revenue
|
The
total revenue of enterprises through the sale of products or services this
month
|
Compare
the promotion cost and analyze the impact of the promotion effect on sales
revenue.
|
|
3
|
Promotion
expenses in the same period last year
|
Brand
promotion expenses in the same month last year
|
Compare
the changes in promotion costs this year and the same period last year, and
evaluate whether the enterprise is increasing the promotion investment.
|
|
4
|
Promotion
expenses increased month-on-month
|
Compared
with last month's promotion expenses, the percentage of increase or decrease
|
Analyze
whether there are significant changes in this month's promotion expenses and
the previous month's changes, and find out the reasons, such as seasonal
changes or market trends.
|
|
5
|
Last
month's promotion fee
|
Last
month's promotion fee.
|
It
is used for a month-on-month analysis of this month's expenses to see if
there is an increase or decrease in the short term.
|
|
6
|
Promotion
expenses increased year-on-year
|
Compared
with the promotion cost in the same month last year, the percentage of
increase or decrease
|
Analyze
the trend of promotion expenses compared with the same period last year, and
judge whether there is an increase in the budget to improve brand awareness
or adjust the cost according to market changes.
|
|
7
|
This
year's cumulative promotion expenses
|
Cumulative
promotion expenses from the beginning of the year to the present
|
Evaluate
the expenditure of promotion expenses in the current year, whether it exceeds
the budget or is implemented as planned.
|
|
8
|
Cumulative
sales revenue this year
|
Cumulative
sales revenue from the beginning of the year to the present
|
It
is used to compare with the promotion cost, evaluate the sales situation
since the beginning of the year, and whether there is enough income to
support the investment in brand promotion.
|
|
9
|
Last
year's cumulative promotion expenses
|
Brand
promotion expenses for the whole year (or cumulatively so far) last year.
|
Compare
with this year's cumulative promotion expenses and analyze the reasons for
the growth or decline.
|
|
Ten
|
Cumulative
difference in promotion costs
|
The
difference between this year's cumulative promotion cost and the same period
last year.
|
It
is used to evaluate changes in the annual budget or promotion strategy, and
whether the input is increased or decreased in a planned manner.
|
|
11
|
Promotion
expenses for the whole year last year
|
The
total amount of promotion expenses for the whole year last year.
|
Compare
it with this year's expenses and analyze the annual trend of promotion
expenses to see if it meets the growth expectations.
|
|
12
|
Cumulative
promotion expenses year-on-year
|
Comparison
of this year's cumulative promotion expenses with the same period last year.
|
Evaluate
the growth rate and trend of promotion costs and judge whether they meet
expectations.
|
|
13
|
The
proportion of expenses
|
The
proportion of brand promotion expenses to the company's total expenses or
total income.
|
Analyze
whether the impact of promotion costs on the overall operation is reasonable
and whether it needs to be adjusted.
|
|
14
|
ROI
|
Return
on investment: the ratio between sales revenue and expenses brought by brand
promotion expenses.
|
This
month's sales revenue can be analyzed by ROI with this month's promotion
expenses.
|
|
15
|
The
number of broadcasts this month
|
The
number of broadcasts of radio advertisements this month.
|
Evaluate
the exposure frequency of radio advertisements and whether they can reach the
coverage of the target audience.
|
|
16
|
The
number of broadcasts this month is compared with
|
Compared
with the previous month, the percentage of increase or decrease in the number
of broadcasts this month
|
Evaluate
the impact of changes in broadcast frequency on brand exposure.
|
|
17
|
The
number of broadcasts this month year-on-year
|
Compared
with the same month last year, the percentage of increase or decrease in the
number of broadcasts this month.
|
Analyze
whether the number of broadcasts is increasing or decreasing, and whether
there is a significant difference from the same period last year.
|
|
18
|
The
number of misbroadcasts this month
|
This
month's broadcast commercials were not broadcast as planned or the number of
times it was wrongly broadcasted due to errors.
|
Wrong
playback may affect the brand image. You need to pay attention to the number
of wrong broadcasts and adjust it in time.
|
|
19
|
This
month's misbroadcast rate
|
The
ratio of the number of wrong broadcasts to the total number of broadcasts.
|
Evaluate
the accuracy of the execution of broadcast advertising, and the low
misbroadcast rate can improve the advertising effect and brand image.
|
|
20
|
The
number of misbroadcasts this month compared with the previous month
|
Compared
with last month, the change in the number of misbroadcasts this month.
|
Analyze
the increase or decrease of misbroadcast, and whether there are any
implementation problems.
|
|
21
|
The
number of misbroadcasts this month is year-on-year
|
Compared
with the same month last year, the change in the number of misbroadcasts this
month.
|
Understand
the trend of misbroadcast, whether there is continuous improvement or
recurring problems.
|
|
22
|
The
number of missed broadcasts this month
|
The
number of radio advertisements that were not broadcast as planned this month.
|
The
number of missed broadcasts affects the exposure of advertisements, and the
missed broadcast rate needs to be controlled.
|
|
23
|
This
month's missed broadcast rate
|
The
ratio of the number of missed broadcasts to the total number of broadcasts.
|
To
evaluate the accuracy of advertising execution, the operation process needs
to be improved if the missed broadcast rate is too high.
|
|
24
|
The
number of missed broadcasts this month is higher than the previous month.
|
Compared
with last month, the number of missed broadcasts has changed this month.
|
Understand
the changes in the number of missed broadcasts, and take timely measures to
improve.
|
|
25
|
The
number of missed broadcasts this month year-on-year
|
Compared
with the same month last year, the number of missed broadcasts has changed
this month.
|
Evaluate
the frequency of missed broadcasts and whether there is a tendency to
decrease or increase.
|
|
26
|
The
cumulative number of broadcasts this year
|
The
number of radio commercials so far this year.
|
Evaluate
the overall exposure of radio advertisements this year.
|
|
27
|
The
cumulative number of broadcasts this year year-on-year
|
The
number of broadcasts so far this year is compared with the same period last
year.
|
Understand
the trend of broadcasting frequency and whether it has increased the
advertising volume.
|
|
28
|
The
cumulative number of misbroadcasts this year
|
The
number of misbroadcasts so far this year.
|
Monitor
the implementation of advertising and whether there is a repeated
misbroadcast problem.
|
|
29
|
The
cumulative number of misbroadcasts this year
|
The
cumulative number of misbroadcasts this year is compared with the same period
last year.
|
Analyze
the changes of misbroadcast and whether there is a trend of improvement or
deterioration.
|
|
30
|
This
year's cumulative misbroadcast rate
|
The
cumulative number of misbroadcasts this year accounts for the proportion of
the total number of broadcasts.
|
Analyze
the changes in the misbroadcast rate and whether it is necessary to optimize
the advertising playback process.
|
|
31
|
The
cumulative number of missed broadcasts this year
|
The
number of missed broadcasts from this year to now.
|
Timely
measures need to be taken on the impact of the number of missed broadcasts on
advertising exposure.
|
|
32
|
This
year's cumulative missed broadcast rate
|
The
cumulative number of missed broadcasts this year accounts for the proportion
of the total number of broadcasts.
|
The
missed broadcast rate affects the advertising effect, and its proportion
should be controlled.
|
|
33
|
The
cumulative number of missed broadcasts this year year-on-year
|
The
cumulative number of missed broadcasts this year compared with the same
period last year.
|
Understand
the changing trend of the number of missed broadcasts.
|
|
34
|
This
month's SEM promotion fee
|
Promotion
expenses incurred through search engine marketing (SEM) this month.
|
Evaluate
the input of SEM promotion and compare it with the cost of radio
broadcasting.
|
|
35
|
This
month's click rate
|
The
ratio of the number of ad clicks and the number of ad displays this month.
|
Analyze
the attractiveness of SEM advertising and the response of the target
audience.
|
|
36
|
This
month's display volume
|
The
number of impressions of SEM advertisements this month.
|
Evaluate
the exposure frequency of the advertisement and whether it can reach enough
potential customers.
|
|
37
|
This
month's average click price
|
The
average cost per click.
|
Understand
the cost efficiency of each click and whether there is room for further
optimization.
|
|
38
|
This
month's clicks
|
The
number of clicks of SEM ads this month.
|
To
evaluate the attractiveness of advertising, the higher the number of clicks,
the better the advertising effect.
|
|
39
|
This
month's click price year-on-year
|
Compared
with the same period last year, the price per click has changed this month.
|
Evaluate
whether the change of click price is increased due to increased competition
or market changes.
|
|
40
|
This
year's cumulative SEM promotionCost
|
From
the beginning of the year to the current date, the enterprise is inCumulative
expenditure on SEM (search engine marketing).
|
Evaluate
the overall investment of this year's SEM promotionEnter, compare with the
budget or plan to see if it meets the expectations.
|
|
41
|
This
year's cumulative click rate
|
From
the beginning of the year to the current date, the click rate of all SEM
advertisements, that is, the ratio of clicks to impressions.
|
High
click-through rate means that advertising attracts more target users, and on
the contrary, advertising copywriting or placement strategies may need to be
adjusted.
|
|
42
|
This
year's cumulative display volume
|
From
the beginning of the year to the current date, the cumulative number of
impressions of SEM advertisements.
|
The
higher the display volume, the wider the exposure of the advertisement, which
means that the advertisement has reached more potential customers.
|
|
43
|
This
year's cumulative average click price
|
From
the beginning of the year to the current date, the average cost per click
(CPC, Cost Per Click).
|
The
cost efficiency of advertising can be evaluated by the average click price.
If the click price is too high, it may be necessary to consider optimizing
keyword selection, adjusting bidding strategies or enhancing the relevance of
advertising content.
|
|
44
|
Cumulative
clicks this year
|
From
the beginning of the year to the current date, the total number of clicks of
SEM ads
|
The
increase in clicks usually means that advertising has successfully attracted
the attention of the audience and can bring more potential customers.
|
|
45
|
This
year's cumulative average click price year-on-year
|
Compared
with the same period last year, the average price change per click this year
|
Through
year-on-year analysis, understand the changes in this year's click cost
compared with last year. If the click price rises year-on-year, it may be due
to the intensification of market competition or the adjustment of the
advertising strategy.
|