Research on factors affecting ROI, models and promotion strategies of targeted advertising : based on MARUBI data

Abstract

 In the era of high-speed digital development, the use of big data has played a nonnegligible role in promoting the development of Chinese enterprises, and more and more enterprises build large databases by themselves or jointly with third parties. Relying on the demand and construction of social development for the use of big data, enterprises have the opportunity to understand the whole link behavior of consumers. The common form of data use by enterprises is the delivery of targeted advertising. In 2015, MARUBI and a third-party company jointly built the DMP platform and CRM platform, which tracked the whole network behavior track of consumers and the purchase behavior of MARUBI users respectively, so as to optimize the advertising tactics and make a deeper insight analysis of MARUBI users. Based on the construction, application and development experience of MARUBI in big data and combined with scientific research ways and methods, this paper analyzes the main factors affecting ROI output and analyzes the influence values in the delivery of targeted adverting, establishes a targeted advertising delivery model, and finds out the important considerations that have been ignored by us besides the traditional concerns.