我们如何评估营销活动的商业影响

In a previous post, we introduced our systems for running marketing campaigns. Although we sent millions of messages daily, we had little insight into their effectiveness. Did they engage our users with our promotions? Did they encourage more transactions and bookings?

在之前的文章中，我们介绍了我们运行营销活动的系统。尽管我们每天发送数百万条消息，但我们对它们的有效性知之甚少。它们是否吸引了我们的用户参与我们的促销活动？它们是否鼓励了更多的交易和预订？

As Grab’s business expanded and the number of marketing campaigns increased, understanding the impact of these campaigns became crucial. This knowledge enables campaign managers to design more effective campaigns and avoid wasteful ones that degrade user experience.

随着Grab业务的扩大和营销活动的增加，理解这些活动的影响变得至关重要。这种知识使得广告活动经理能够设计更有效的活动，并避免浪费资源的活动，从而降低用户体验。

Initially, campaign managers had to consult marketing analysts to gauge the impact of campaigns. However, this approach soon proved unsustainable:

最初，广告活动经理必须咨询营销分析师来评估广告活动的影响。然而，这种方法很快被证明是不可持续的：

• Manual analysis doesn’t scale with an increasing number of campaigns.
• 手动分析无法随着广告系列数量的增加而扩展。
• Different analysts might assess the business impact in slightly different ways, leading to inconsistent results over time.
• 不同的分析师可能以稍微不同的方式评估业务影响，导致随时间不一致的结果。

Thus, we recognised the need for a centralised solution allowing campaign managers to view their campaign impact analyses.

因此，我们意识到需要一个集中的解决方案，让广告活动经理能够查看他们的广告活动影响分析。

Marketing attribution model

营销归因模型

The marketing analyst team designed a Marketing attribution model (MAM) for estimating the business impact of any campaign that sends messages to users. It quantifies business impact in terms of generated gross merchandise value (GMV), revenue, etc.

市场分析师团队设计了一种营销归因模型（MAM），用于估计向用户发送任何营销活动的业务影响。它以生成的总商品价值（GMV）、收入等来量化业务影响。

Unlike traditional models that only credit the last touchpoint (i.e. the last message user reads before making a transaction), MAM offers a more nuanced view. It recognises that users are exposed to various marketing messages (emails, pushes, feeds, etc.) throughout their decision-making process. As shown in Fig 1, MAM assigns credit to each touchpoint that influenc...