Google Attribution 360 帮助 Open Colleges 了解电视广告如何转化为在线潜在客户
公司规模
Large Corporate
地区
- Pacific
国家
- Australia
产品
- Google Attribution 360
技术栈
- Data Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Brand Awareness
技术
- 分析与建模 - 实时分析
适用行业
- 教育
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
Open Colleges 是澳大利亚在线学习领域的领导者。学校提供 150 多门灵活的在线课程，涵盖兽医护理、摄影和建筑等各个领域，自成立数十年以来，已培养了 70 多万名学生。Open Colleges 的主要用户群是 25-54 岁的女性，直接响应营销是其吸引潜在客户和招生的传统方式。但电视广告对他们来说仍然是一个重大谜团：他们认为这可能是吸引受众的有力工具，但在数据驱动和潜在客户驱动的文化中，他们发现衡量电视广告的实际影响越来越困难。
挑战
澳大利亚领先的在线教育机构 Open Colleges 一直在努力了解其电视广告对在线潜在客户和入学人数的影响。他们希望了解电视广告如何转化为真正的潜在客户，了解跨渠道客户旅程，并在营销组合中寻找新机会。Open Colleges 的主要用户群是 25-54 岁的女性，直接响应营销是其产生潜在客户和入学人数的传统方式。但电视广告对他们来说仍然是一个重大谜团：他们认为这可能是吸引受众的有力工具，但在数据驱动和潜在客户驱动的文化中，他们发现越来越难以衡量电视广告的实际影响。
解决方案
Open Colleges 借助 Google Attribution 360 全面了解推动所有渠道业绩的因素。Attribution 360 分析电视广告播出时和播出后的网站流量，因此品牌可以发现传统媒体策略与在线互动之间的关系，精确到分钟。2015 年的三个月里，该团队通过一系列电视广告测试了 Attribution 360，重点关注昆士兰州、维多利亚州和新南威尔士州的东海岸。为了吸引希望提升或改变职业生涯的女性，他们在各种电视节目中投放了广告：烹饪节目、连续剧、肥皂剧以及一些新闻和早间节目。
运营影响
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