Sephora 如何使用 Google Analytics 360 衡量其在新加坡的线上广告的线下影响
公司规模
Large Corporate
地区
- Asia
国家
- Singapore
产品
- Google Analytics 360 Suite
技术栈
- Google Analytics 360
- AdWords
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
适用行业
- 零售
适用功能
- 销售与市场营销
用例
- 零售店自动化
服务
- 数据科学服务
关于客户
丝芙兰是一家成立于 1969 年的美容巨头。它在全球 30 多个国家/地区经营着 2,300 家门店，其中包括新加坡和大东南亚地区的 17 家门店。该品牌拥有强大的在线影响力和客户忠诚度计划。丝芙兰的客户在购买过程中通常会触及多个接触点。他们可能会在智能手机上搜索美容产品，在 YouTube 上观看产品评论或操作视频，甚至在做出购买决定之前亲自去商店试用产品。
挑战
丝芙兰是一家美容巨头，在 30 多个国家/地区拥有 2,300 家门店，其中包括新加坡和大东南亚地区的 17 家门店。该公司在衡量其线上广告的线下影响方面面临挑战。该品牌的数字团队相信其努力确实推动了门店访问量，但却无法证明这一点。消费者在线上和线下渠道之间移动时所经历的复杂决策过程为该品牌带来了一系列独特的挑战和机遇。丝芙兰希望更好地了解其忠实客户的购买过程，并衡量其数字营销投资的全面影响。
解决方案
Sephora 借助 Google Analytics 360 来弥补线上和线下客户旅程之间的差距。关键在于 Sephora 的客户忠诚度计划。该品牌与 Google 客户团队合作，整合并分析店内购买和线上交易的数据。使用 Analytics 360，该团队能够从特定的 AdWords 广告系列级别查看哪些忠诚度会员在 Sephora 网站和实体店都进行了购买。这些工具帮助 Sephora 的数字团队确定了一个明显的趋势：在店内购买之前访问过 Sephora 网站的客户中有 70% 是在购买当天访问的。此外，这些访客中有超过一半使用移动设备。这帮助 Sephora 了解到，仅基于其网站上的在线转化来衡量成功并不能说明全部情况。相反，许多消费者在前往实体店购买产品之前会查看网站。
运营影响
数量效益
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