HelloFresh 借助 Google 归因将转化率提高了 10%，并降低了每次转化费用
公司规模
Large Corporate
地区
- America
- Europe
国家
- Germany
- United States
产品
- Google Attribution
- AdWords
- Google Analytics
技术栈
- Machine Learning
- Data Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
技术
- 分析与建模 - 预测分析
适用行业
- 食品与饮料
适用功能
- 销售与市场营销
用例
- 补货预测
- 需求计划与预测
服务
- 数据科学服务
关于客户
HelloFresh 是一家为家庭厨师提供精心挑选的食材的餐食套餐的公司。这一理念在美国和欧洲市场都很流行，HelloFresh 希望通过赢得新客户来继续发展。该公司总部位于德国柏林，在北美和欧洲开展业务。他们的目标是更好地了解整个客户旅程，并根据数字营销互动对转化的实际影响来评估所有数字营销互动。他们还旨在提高渠道有效性和效率。
挑战
HelloFresh 是一家餐食配送公司，该公司希望扩大其在美国和欧洲市场的客户群。为了实现这一目标，他们需要更好地了解整个客户旅程，并优化他们的出价、预算和关键词。他们希望根据数字营销互动对转化的实际影响来评估所有数字营销互动，并提高渠道的有效性和效率。挑战在于了解整个路径，而不仅仅是评估最终的点击。他们需要一种能够衡量跨设备和渠道的客户旅程的解决方案，从价格搜索引擎上的横幅广告到在线视频平台。
解决方案
HelloFresh 采用 Google 归因来更好地了解整个客户旅程并优化其出价、预算和关键字。Google 归因可以衡量跨设备和渠道的客户旅程——从价格搜索引擎上的横幅广告到在线视频平台。他们无需额外标记即可实现此目的，因为 Google 归因结合了 AdWords 和 Google Analytics 的数据。HelloFresh 能够轻松切换到数据驱动的归因。与最终点击模型相比，数据驱动模型使用机器学习来确定每个步骤对最终转化的影响——从第一次点击到最后一次点击。借助 Google 归因，HelloFresh 只需点击几下即可实现与 AdWords 的全自动出价集成。
运营影响
数量效益
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