Google > 实例探究 > Google Attribution 360 发现了推动成功和销售的新机会

Google Attribution 360 发现了推动成功和销售的新机会

公司规模

Large Corporate

地区

Asia

国家

China

产品

Google Attribution 360

技术栈

Google Analytics 360 Suite

实施规模

Enterprise-wide Deployment

影响指标

Revenue Growth
Productivity Improvements

技术

分析与建模 - 实时分析

适用行业

电子产品

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

联想是财富 500 强企业，也是全球排名第一的 PC 制造商。该公司是个人技术领域的领导者，为 160 多个国家的客户提供服务。联想以其创新的产品、高效的商业模式和强大而多元化的全球团队而闻名。该公司致力于追求卓越，并积极采用新的营销衡量最佳实践。联想在竞争极其激烈的消费电子市场中运营，并一直在寻找新的增长机会。

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挑战

联想是全球领先的个人技术公司，在营销衡量方面面临挑战。该公司使用基于规则的衡量模型，允许多个渠道所有者对同一笔销售声称贡献。每个渠道单独报告结果，导致最终点击归因结果被夸大为实际销售额的 371%。这使得无法判断哪些营销投资真正推动了销售。联想对谁在购买什么也存在盲点。该公司希望有效地接触现有客户以推动重复购买。

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解决方案

联想实施了 Google Attribution 360，结束了孤立地评估和优化每个渠道的做法。该工具使联想能够分析整个营销计划的执行情况，优化跨渠道支出，并分配营销预算以推动增量销售。在短短六个月内，Attribution 360 就呈现出了营销绩效的新图景。利用现有记录系统、网站分析和广告服务器的数据，使用跨渠道、部分信用重新分析销售情况。归因后，结果反映的是实际销售额。联想了解到，75% 的收入来自多点触控路径，48% 的参与活动跨越多个渠道。该公司还发现，比较购物引擎 (CSE) 提供的广告支出回报率 (ROAS) 比下一个最佳渠道高出 20%。

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运营影响

Lenovo discovered that 75% of revenues resulted from multi-touch paths and 48% of engagement activity spanned multiple channels.
The company learned that comparison shopping engines (CSEs) offer better return on ad spend (ROAS) than the next best channel.
Lenovo gained a more holistic view of the customer journey, which will help optimize cross-channel investments and drive sales.
The company can now leverage branded display lift as part of their overall marketing strategy, both online and offline.
Lenovo plans to implement Attribution 360 across all key countries and regions and incorporate in-store purchase data for an even more holistic picture of marketing performance.

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数量效益

75% of online revenues have multi-touch paths
48% of engagement activity is cross-channel
20% better performance by CSEs than next best channel
5% online revenues attributable to branded display

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