Google Analytics 360 和 DoubleClick Bid Manager 将转化率提高了 423%
公司规模
Large Corporate
地区
- Europe
国家
- United Kingdom
产品
- Google Analytics 360
- DoubleClick Bid Manager
技术栈
- Google Analytics
- DoubleClick
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
- 分析与建模 - 预测分析
适用行业
- 金融与保险
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
eFinancialCareers 是全球领先的金融服务职业网站。该公司总部位于英国伦敦。其网站每年处理来自 19 个全球市场的 400 多万份求职申请。该公司的主要目标是吸引和留住高素质的求职者。为了实现这一目标，他们使用 Google Analytics 360 作为战略工具来收集和分析有关网站访问者的行为、人口统计和地理信息。
挑战
eFinancialCareers 是全球领先的金融服务职业网站，其网站每年处理来自 19 个全球市场的 400 多万份求职申请。该公司希望更好地利用 Google Analytics 360 Suite 中的 Google Analytics 360 作为战略辅助工具，而不仅仅是分析工具。该公司的主要目标是增加通过程序化广告从网站获得的求职申请数量。为了实现这一目标，他们需要收集和分析有关网站访问者的行为、人口统计和地理信息，以确保吸引和留住高素质的候选人。
解决方案
eFinancialCareers 与 Google Analytics 360 授权经销商 Periscopix 合作，将 Analytics 360 与 DoubleClick Bid Manager 集成，大大改善了其程序化展示再营销。Periscopix 为多个页面变量设置了事件跟踪，以识别所有客户群体。跟踪的变量包括国家/地区、工作部门、城市、公司和职位 ID 号。经过六周的数据收集和分析，用户被分为两大组：被动用户和主动用户。将候选人划分到适当的组后，就可以优化程序化再营销广告，向每个候选人传递相关信息。Periscopix 分析和程序化团队使用 Analytics 360 和 DoubleClick Bid Manager 开发了近 300 个不同的再营销列表，在被动和主动细分中添加了复杂的细节层。
运营影响
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