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The analysis of marketing performance in E-commerce live broadcast platform based on big data and deep learning
1Shandong Open University, Jinan, China.
Scientific Reports
|May 4, 2025
Summary
This study analyzes e-commerce live broadcast marketing performance using big data and deep learning. Key findings highlight that user engagement metrics like comments, ratings, and conversion rates significantly boost sales and user satisfaction.
Area of Science:
- * E-commerce and Digital Marketing Analytics
- * Big Data Management and Deep Learning Applications
- * Consumer Behavior and Online Retail Performance
Background:
- * The rapid growth of e-commerce live broadcasting necessitates robust performance evaluation methods.
- * Existing analyses often lack a data-driven approach to quantify marketing effectiveness.
- * Understanding key performance drivers is crucial for platform optimization and competitive advantage.
Purpose of the Study:
- * To comprehensively analyze e-commerce live broadcast marketing performance using big data and deep learning.
- * To construct and validate a set of performance evaluation indicators.
- * To determine the relative importance of various indicators for platform success.
Main Methods:
- * Synthesis of large-scale datasets and surveys to define performance indicators (user participation, content quality, sales effect, satisfaction, promotion effect).
- * Expert scoring method for indicator screening and weight determination.
- * Implementation of Back Propagation Neural Network (BPNN) for adjusted weight calculation and ranking.
Main Results:
- * Identification of critical indicators influencing user satisfaction, sales, and promotion, including comments, ratings, purchase conversion rate, and advertising click-through rate.
- * Quantification of indicator weights providing a scientific basis for management decisions.
- * Global ranking of secondary indicators for prioritized optimization efforts.
Conclusions:
- * E-commerce live broadcast platforms can significantly improve user experience and sales by focusing on specific, data-identified performance metrics.
- * The study provides actionable insights for optimizing platform strategies, enhancing user engagement, and driving sales.
- * Deep learning models offer a powerful tool for objective and comprehensive marketing performance analysis in e-commerce.
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