借助 Google Analytics，Cancer.org 捐款增长 5.4%
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Google Analytics
技术栈
- Google Display Network
- Custom Dimensions in Google Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
适用行业
- 医疗保健和医院
适用功能
- 销售与市场营销
服务
- 数据科学服务
关于客户
美国癌症协会是一个全球性组织，100 多年来一直致力于寻找癌症治疗方法，帮助患者战胜癌症、恢复健康并保持健康。该协会使用多个网站和移动应用程序提供有关癌症检测和治疗的信息、提供志愿者机会并接受捐赠。该协会的数字平台的访问用户有着不同的需求和目标，包括寻求癌症信息的人、想要参加筹款活动的人以及想要为抗击癌症捐款的人。
挑战
美国癌症协会 (American Cancer Society) 是一家致力于抗击癌症的百年组织，它面临着一项挑战，即了解用户如何与其各种网站和移动应用互动。他们意识到，访问其数字平台的用户有着不同的需求和目标，但他们的数字营销团队很难将这些客户群体区分开来并帮助他们实现目标。此外，该协会希望解决其网站上 Google Analytics 实施方面的问题，监控其用户的行为随时间变化情况，并在确定所有群体后对其进行再营销。为了应对这些挑战，该协会向数字分析和营销公司 Search Discovery 求助。
解决方案
协会和 Search Discovery 首先使用 Google Analytics 来获取数据，以帮助他们识别用户细分。他们确定了三个主要角色：信息搜索者、活动参与者和捐赠者。然后，他们使用 Google Analytics 中的自定义维度来获取每个细分转化成功的重要迹象。Search Discovery 开始映射事件，以显示每个用户何时成功或未成功实现目标。自定义指标用于记录每个事件的分数。这种评分方法帮助协会营销团队监控每个用户细分网站的整体运行状况并跟踪一段时间内的趋势。当出现异常时，它还让团队能够更深入地挖掘数据。更重要的是，协会现在可以使用 Google 展示广告网络根据这些细分和分数的任意组合向其用户进行再营销。
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