Google Attribution 360 洞察助力 ideeli 拓展新业务和回头客业务
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Google Attribution 360
技术栈
- Google Analytics 360 Suite
实施规模
- Enterprise-wide Deployment
影响指标
- Cost Savings
- Revenue Growth
技术
- 分析与建模 - 实时分析
适用行业
- 零售
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
ideeli 是一个拥有 600 多万会员的在线购物平台。该公司成立于 2006 年，发展迅速，目前与 1,000 多个品牌合作。ideeli 彻底改变了消费者以超值价格在线购买最热门品牌的方式。该公司每天举办 20 到 30 场新促销活动，新增图片多达 2,000 张。随着业务规模的扩大，其营销需求也随之增长。该公司总部位于纽约州纽约市。
挑战
ideeli 成立于 2006 年，是美国增长最快的零售商之一。ideeli 拥有超过 600 万会员和 1,000 多个品牌合作伙伴，开创了一种以超低价格在线购买最热门品牌的新方式。随着业务规模的扩大，该品牌的营销需求也在不断增长。2011 年，ideeli 注意到营销衡量数据无法提供有意义的见解。仅查看最后点击归因会产生不一致，这让 ideeli 团队的视野变得模糊。他们的受众在购买前与如此多的接触点互动，以至于无法判断哪些接触点真正重要。该团队甚至无法判断销售转化是来自回头客还是新客户。如果不了解哪些接触点对每种类型的客户最有用，优化营销工作就变成了一场猜谜游戏。结果，该品牌在各个渠道上的支出既有超支，也有不足。
解决方案
为了更有效、更高效地覆盖目标受众，ideeli 开始采用一种能够提供更深入的洞察并为营销策略提供信息的衡量实践。从高层次来看，该品牌的目标是吸引新会员注册，并通过吸引老客户来促进重复购买。ideeli 实施了 Google Analytics 360 Suite 的一部分 Google Attribution 360。对广告系列效果的更精确洞察帮助团队提高了转化次数，同时降低了有效每次操作费用 (eCPA)。借助 Attribution 360，团队能够看到展示广告和搜索广告之间的联系，并注意到展示展示将搜索广告系列的效果提升了 50%。Attribution 360 还帮助 ideeli 发现，超过 50% 的展示广告都显示在“首屏以下”，并且超过 30% 的展示位置从未被查看过。
运营影响
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