数据驱动归因通过微调通用付费搜索支出来解锁更多转化
公司规模
Large Corporate
国家
- United States
产品
- Google Analytics Premium
- Data-Driven Attribution
- Model Comparison Tool
技术栈
- Google Analytics
- Adwords
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
适用功能
- 销售与市场营销
用例
- 质量预测分析
- 需求计划与预测
服务
- 数据科学服务
关于客户
HomeAway, Inc. 是一家在线度假租赁市场，为房主和物业经理搭建桥梁，后者向旅行者宣传其可供出租的房产。HomeAway 是全球领先的在线度假租赁市场，其网站提供 171 个国家/地区超过 775,000 个度假租赁房屋付费列表。其业务模式是为房主和物业经理提供一个市场，将房屋出租给个人进行度假租赁。为了加强需求方的影响力，HomeAway 努力调整其营销策略，以推动网站访问量转化为 HomeAway 网站上的咨询量，这是在 HomeAway 市场上租赁房产的第一步。
挑战
HomeAway 是一家在线度假租赁市场，他们希望更好地了解付费搜索（通用搜索和品牌搜索）和展示广告对转化可能性的影响。他们的目标是推动网站访问量转化为对其网站上列出的房产的查询。然而，传统的 Last Click 模型无法提供客户旅程的全貌以及不同营销渠道的影响。因此，他们需要一种更全面的归因建模方法，将功劳归于销售或潜在客户之前发生的不同消费者互动。
解决方案
HomeAway 与 Google 合作，在 Google Analytics Premium 中实施了基于证据的数据驱动归因方法。这种方法准确地归因于广告系列互动，从而更全面地了解客户旅程。使用 Google Analytics 中的模型比较工具报告，HomeAway 确定了一组可带来更多咨询访问的关键字。然后，他们增加了这些关键字的支出，并使用 Google Analytics 评估影响。6,000 美元的测试预算帮助选定关键字带来了 23% 以上的归因转化，使 HomeAway 在收益曲线上进一步向最佳支出效率迈进。
运营影响
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