Google Tag Manager 360 为 GoPro 提供更多控制和营销灵活性
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Google Tag Manager 360
技术栈
- Google Analytics 360
- AdWords Conversion Tracking
- DoubleClick Floodlight
实施规模
- Enterprise-wide Deployment
影响指标
- Productivity Improvements
- Digital Expertise
技术
- 平台即服务 (PaaS) - 数据管理平台
适用行业
- 电子产品
适用功能
- 销售与市场营销
用例
- 数字线程
服务
- 系统集成
关于客户
GoPro 是一家生产非常受欢迎的可穿戴和可安装于设备上的相机和数码设备的公司。该品牌已迅速发展成为该领域的全球领导者。随着 GoPro 产品的日益普及以及其数字营销活动的复杂性，GoPro 发现自己拥有数十个标签来衡量其网络上无数的参与活动。该公司总部位于加利福尼亚州圣马特奥。
挑战
GoPro 是全球领先的可穿戴和可安装于设备上的相机和数码设备制造商，其数字营销活动管理方面面临挑战。GoPro 产品的日益普及导致其数字营销活动的复杂性增加。这导致其网站上有数十个标签来衡量无数的参与活动。随着时间的推移，管理这些标签的版本、部署和更改已成为一种负担。随着公司的发展，找到一种可以随着营销策略的发展而扩展的标签管理方法至关重要。
解决方案
Analytics Pros 是一家数字分析和优化机构，它向 GoPro 介绍了 Google Tag Manager 360，它是 Google Analytics 360 Suite 的一部分。Tag Manager 360 可以组织营销和分析标签，并减轻 IT 负担。Analytics Pros 领导了 GoPro 标签向 Tag Manager 360 的全面迁移。该平台在几天内就部署到了多个技术平台上，让 GoPro 能够立即通过一个集成工具更好地控制各种网站标签。这些标签包括 Google Analytics 360 标签、AdWords 转化跟踪标签、客户之声和热图标签、多个平台的再营销标签、DoubleClick Floodlight 标签和自定义跟踪像素。
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