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。
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。
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%。
运营影响
数量效益
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