Google Attribution 360 让 Erwin Penland 看到了整体营销影响
公司规模
Mid-size Company
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
- Productivity Improvements
技术
- 分析与建模 - 实时分析
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
Erwin Penland 是一家创新型代理机构，致力于为每位客户创造最大成功。该机构已为客户 Advance America（一家领先的发薪日贷款提供商）创造了显著的成功，但现在是时候做得更多了。Advance America 委托 Erwin Penland 帮助他们在不增加预算的情况下发展业务。吸引尽可能多的潜在客户，同时降低有效每次转化费用 (eCPC)，这将使现有的营销预算更加难以发挥作用。该机构知道，更好的衡量标准是成功的关键。
挑战
Erwin Penland 是一家创新型代理机构，其客户 Advance America 委托其在不增加预算的情况下发展业务。目标是吸引尽可能多的潜在客户，同时降低有效每次转化费用 (eCPC)，以使现有营销预算发挥更大的作用。该机构一直使用最后一次接触广告服务器数据来指导展示和搜索投资。然而，只看最后一次接触归因会遗漏大部分客户旅程。这种有限的视角不会归功于所有渠道和接触点，也不会揭示跨渠道影响。Erwin Penland 需要更全面的视角来帮助 Advance America 取得成功。
解决方案
Erwin Penland 求助于 Google 归因 360（Google Analytics 360 Suite 的一部分），以摆脱最后接触测量模型的局限性和偏见。归因 360 提供了所有渠道和接触点的营销效果的整体视图。它还可以帮助营销人员避免浪费广告支出，让每一美元的营销费用发挥更大的作用。借助归因 360，Erwin Penland 可以通过监控页面位置和用户级可见性来优化 Advance America 的展示和搜索投资，避免浪费展示位置并将广告费用转移到最有可能提高转化率的展示位置。该机构可以看到接触点、广告系列和渠道之间的复杂关系。数据驱动的归因、广告验证和优化建议使该机构能够充分利用每一美元的营销费用。
运营影响
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