关键词: 多渠道网络广告, 组合效应, COX模型, 点击路径数据

Abstract: The rapid development of the Internet, mobile and social media has brought a large number of new online advertising and marketing channels to e-commerce enterprises. Under the background of integrated marketing and multi-channel online advertising, users may not only contact the online advertising channels once before purchase, and the channels contacted successively will affect consumers jointly but not independently. Therefore, in the effectiveness study of multi-channel online advertising, it is also necessary to consider the multi-channel combination effect of online advertising. The data of this study comes from an Internet insurance agency in Nanjing. After data processing, access source channel identification and session division of the original data, the basic data set of this study is obtained. In order to explore the combinatorial effect of multi-channel online advertising, according to the choice set theory, this paper proposes related research hypotheses based on the classified combination effects of online advertising channels, and then constructs the COX model. Based on the channel click path data of individual users in e-commerce enterprises, the relevant variables are extracted, and the COX model is verified by empirical analysis. Then analyzes the channel combination effect of the same channel, cross-channel and channel classification. The results show that the combination of advertising channels from Firm-initiated channels to brand search of Customer-initiated channels will have a positive combination effect on purchases, while the combination of advertising channels From Customer-initiated channels to Firm-initiated channels will have a negative impact on purchases. In addition, the order of channels that move from general-purpose search to brand-type search has a positive combination effect on purchases. This paper also groups the data by gender to explore the differences in advertising effects of users of different genders. The reaults can help enterprises better manage the combined marketing of advertising channels and avoid the cost of ineffective advertising channel combination.

Key words: Multi-channel online advertising, Advertising combination effect, COX model, click path data