公司规模
Large Corporate
地区
- Europe
国家
- France
产品
- Google Analytics
- Salesforce CRM
- Data Studio
- BigQuery
技术栈
- Google Analytics
- Salesforce CRM
- Data Studio
- BigQuery
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
- Brand Awareness
技术
- 分析与建模 - 大数据分析
- 分析与建模 - 实时分析
适用行业
- 建筑与基础设施
适用功能
- 销售与市场营销
- 商业运营
用例
- 实时定位系统 (RTLS)
- 需求计划与预测
服务
- 数据科学服务
- 系统集成
关于客户
Algeco 是一家法国模块化空间公司,早在 1955 年就发明了模块化建筑的概念。该公司是市场领导者,为学校、办公楼和建筑工地快速提供额外空间,或为餐厅、商店甚至高端生活打造快速模块化空间。尽管在模块化空间行业取得了成功,但 Algeco 仍在努力了解其数字营销工作对客户获取的影响。该公司的营销 75% 是数字化的,谷歌占其数字支出的 25%。然而,Algeco 无法确切了解数字化的哪一部分对合同的签订做出了贡献,因此需要更全面地了解他们的营销绩效。
挑战
Algeco 是一家法国模块化空间公司,他们一直在努力了解他们在 Google 上投放的广告如何推动客户获取。该公司采用按潜在客户付费的方法,但无法确切了解数字化的哪一部分对签订合同做出了贡献。Algeco 的营销 75% 是在数字化方面进行的,而 Google 占其数字化支出的 25%。该公司需要一种现代营销技术来推动新客户获取,并向数据意识强的数字营销机构 AWE 寻求见解。AWE 的任务是将 Algeco 的 Salesforce 客户信息与他们在 Google 和 Google Analytics 上的广告信息相结合,以全面了解他们的营销效果。
解决方案
AWE 使用 Google 的 Data Studio 和 BigQuery 将 Algeco 的 Salesforce 客户信息与他们在 Google 和 Google Analytics 上的广告信息整合在一起。这样,AWE 就可以向 Algeco 展示他们在 Google 上投放的广告如何推动客户获取。AWE 发现,Algeco 在周六和周日获得的潜在客户产生了最高的潜在客户到合同的转化率,但其广告效果并未反映这一点。借助 Data Studio 的洞察,Algeco 和 AWE 改变了他们在 Google 上投放广告的方式,并开始在周末竞标头把交椅。AWE 还能够识别最有利可图的潜在客户的特征,并调整关键字选择和广告策略以提高盈利能力。AWE 利用从 Data Studio 学到的知识在 Salesforce 中添加了新的排名标准,以便 Algeco 的销售团队可以首先从 Google 上的广告中联系到最有利可图的潜在客户。
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