CN-121981841-A - Cross-channel marketing financial data real-time collection and risk early warning method

CN121981841ACN 121981841 ACN121981841 ACN 121981841ACN-121981841-A

Abstract

The invention relates to the technical field of financial data management, in particular to a cross-channel marketing financial data real-time collection and risk early warning method. The technical scheme includes the following steps of obtaining marketing expenditure and income channels of the current product and obtaining financial data of the current product. And constructing a balance relation model through marketing expenditure and income financial data of the current product. And calculating and obtaining the optimal marketing expenditure channel set through the expense relation model of each time period. And judging whether the total marketing income and expense ratio is larger than a preset minimum profit ratio, if so, not sending an alarm signal, and if not, sending the alarm signal. The invention can extract the expense utility coefficient through the construction of the expense relation model, then constructs the optimal marketing expense channel set, screens out various optimal marketing expense channels, and can select and regulate the marketing expense channels in a targeted way, thereby optimizing the input funds and maximizing the benefit.

Inventors

WANG LINGBO
TAO ZHIQIANG

Assignees

杭州巨灵兽智能科技有限公司

Dates

Publication Date: 20260505
Application Date: 20260116

Claims (10)

1. The cross-channel marketing financial data real-time collection and risk early warning method is characterized by comprising the following steps of: S1, acquiring marketing expenditure and income channels of a current product and acquiring financial data of the current product; S2, constructing a balance relation model through marketing expenditure and income financial data of the current product; S3, calculating and obtaining an optimal marketing expenditure channel set through the expense relation model of each time period; s4, judging whether the total marketing income and expenditure ratio is larger than a preset minimum profit ratio, if so, not sending an alarm signal, and if not, sending the alarm signal.
2. The method for real-time collection and risk early warning of cross-channel marketing financial data according to claim 1, wherein the method for constructing the balance relation model comprises a final click attribution method, a first click attribution method or a linear attribution method.
3. The method for real-time collection and risk early warning of cross-channel marketing financial data according to claim 1 is characterized in that the method for constructing the balance relation model comprises the steps of calculating and obtaining total marketing income AR corresponding to each stage, obtaining total marketing expenditure AT corresponding to each stage and branch expenditure percentage beta n corresponding to each channel, and constructing the balance relation model according to the branch expenditure percentage beta n .
4. The method for real-time collection and risk pre-warning of cross-channel marketing financial data of claim 3, wherein overall marketing revenue Where I is the marketing revenue type number, I is the total number of marketing revenue types, i=1, 2,; W i is a revenue type weight numbered I, J is the number of marketing revenue channels, J is the total number of marketing revenue channels, j=1, 2.
5. The method of claim 4, wherein the marketing revenue types include sales revenue, customer lifecycle value, potential customer value, and other key financial indicators.
6. The method for real-time collection and risk early warning of cross-channel marketing financial data according to claim 1, wherein the balance relation model is as follows Where N is the number of marketing expenditure channels for the time period corresponding to the product, N is the total number of marketing expenditure channels for the time period corresponding to the product, n=1, 2.
7. The method for real-time collection and risk early warning of cross-channel marketing financial data according to claim 1, wherein the method for obtaining the optimal marketing expense channel set comprises the steps of taking financial data of each time period into corresponding expense relation models for calculation, obtaining expense utility coefficients epsilon n in each expense relation model, sequencing the expense utility coefficients from large to small, and then selecting a preset number of corresponding marketing expense channels from the front end as the optimal marketing expense channel set.
8. The method for real-time collection and risk early warning of cross-channel marketing financial data according to claim 1, wherein the method for obtaining the optimal marketing expense channel set comprises the steps of carrying out periodic coefficient weakening processing on each expense relation model, carrying financial data of each time period into the corresponding expense relation model to calculate, obtaining expense utility coefficients epsilon n in each expense relation model, sequencing the expense utility coefficients from large to small, and selecting a marketing expense channel corresponding to a preset number from the front end as the optimal marketing expense channel set.
9. The method for real-time collection and risk pre-warning of cross-channel marketing financial data according to claim 1, wherein the payout funds ratio of each marketing payout channel in the optimal marketing payout channel set is epsilon 1 ：ε 2 ：…：ε n ：…：ε N .
10. The method for real-time collection and risk pre-warning of cross-channel marketing financial data according to claim 1, wherein the overall marketing income and expense ratio is 。

Description

Cross-channel marketing financial data real-time collection and risk early warning method Technical Field The invention relates to the technical field of financial data management, in particular to a cross-channel marketing financial data real-time collection and risk early warning method. Background Cross-channel marketing is a strategic marketing approach that coordinates and integrates multiple independent channels (online and offline) used by businesses to provide customers with a consistent, seamless, coherent brand experience. It is not just "appearing in multiple channels", but rather allows these channels to work cooperatively, guiding the customer to complete the purchasing journey smoothly. The purchasing path of the customer is no longer linear. They may today see the advertisement on tremble, search for brands in hundreds of days, receive a promotional mail in the next day, and finally complete the purchase in the brands' WeChat applet. Cross-channel marketing is to adapt and actively manage this complex journey. Simple metaphors traditional single channel marketing looks like several musicians each playing different tunes. The cross-channel marketing is a symphony band, and all the musicians (channels) play a harmony together under the guidance of command (marketing strategy). Typical goals of cross-channel marketing are to promote brand consistency, to ensure that customers feel the same brand image and information in different channels. Optimizing customer experience, enabling customers to easily switch between channels without impeding the process. And the marketing efficiency is improved, namely the effect of 1+1>2 is realized through channel coordination, and finally the return on investment is improved. The core goal of processing cross-channel marketing financial data is to clearly quantify the investment of each channel and correlate it with the final business outcome (revenue, profit) to calculate the true return on marketing investment. This process can be divided into five key steps, step one, data collection and integration. This is the most basic and critical step. You need to build a system to collect data in two ways, investment data, direct cost, per channel advertising costs (e.g., streaming advertising, search bidding), content production fees, KOL surrogates, software subscription fees (e.g., CRM, marketing automation tools), etc. Indirect cost, manpower cost of sharing marketing team, technology development cost and the like. And (5) producing data, namely, final financial achievements, namely, total sales income, new customer quantity and profit. Intermediate metrics including website traffic, number of potential customers, conversion rate, etc. Customer itinerary data, record which channels each customer contacted before conversion, when contacted. The existing marketing channels are numerous, and the contribution of the obtained marketing income is difficult to determine in the marketing expenditure channels, so that the optimal marketing expenditure channel combination is difficult to analyze and obtain, and the resource and time waste is caused by improper fund distribution. Disclosure of Invention In order to solve the technical problems, the invention provides a real-time collecting and risk early warning method for cross-channel marketing financial data, which is used for collecting, counting and analyzing the cross-channel marketing financial data and performing risk management and early warning, and comprises the following steps: s1, acquiring marketing expenditure and income channels of the current product and acquiring financial data of the current product. S2, constructing a balance relation model through marketing expenditure and income financial data of the current product. And S3, calculating and obtaining an optimal marketing expenditure channel set through the expense relation model of each time period. S4, judging whether the total marketing income and expenditure ratio is larger than a preset minimum profit ratio, if so, not sending an alarm signal, and if not, sending the alarm signal. Preferably, the construction method of the balance relation model comprises a final click attribution method, a first click attribution method or a linear attribution method. The method for constructing the balance relation model comprises the steps of calculating and obtaining overall marketing income AR corresponding to each stage, obtaining overall marketing expenditure AT corresponding to each stage and branch expenditure percentage beta n corresponding to each channel, and constructing the balance relation model according to the branch expenditure percentage beta n. Preferred overall marketing revenueWhere I is the marketing revenue type number, I is the total number of marketing revenue types, i=1, 2,; W i is a revenue type weight numbered I, J is the number of marketing revenue channels, J is the total number of marketing revenue channels, j=1, 2. Preferably, the ma