Marketo 使用 Google Analytics 实现的转化率比传统展示再营销高出 10 倍
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Google Analytics
- Marketo’s Real-Time Personalization
- AdWords
技术栈
- Google Analytics
- 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
- 应用基础设施与中间件 - API 集成与管理
适用行业
- Software
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
Marketo 是一家营销自动化软件公司，帮助营销人员掌握数字营销的艺术和科学。它是 3,750 多家公司的战略营销合作伙伴。该公司总部位于加利福尼亚州圣马特奥。Marketo 是 B2B 和 B2C 行业数千家公司的战略合作伙伴。为了开展自己的营销，Marketo 需要一个足够灵活的平台，将外部数据与用户网站行为相结合，同时允许其无缝利用这些数据来提高营销的相关性。
挑战
Marketo 是一家领先的营销自动化软件公司，它需要一个能够将外部数据与用户网站行为相结合的平台，从而提高营销的相关性。该公司的主要目标是在渠道的每个阶段重新吸引潜在客户，首先向他们介绍其产品，然后鼓励他们填写潜在客户表单。为了实现这些目标，同时全面了解其所有渠道和计划，Marketo 转向了 Google Analytics。挑战在于通过将 Marketo 的实时个性化产品获得的数据与在线再营销活动联系起来，提高客户参与度并产生更多转化。
解决方案
Marketo 采用两步法将自定义数据添加到 Google Analytics 平台。首先，它使用 Marketo 的实时个性化 (RTP) 产品识别 Marketo 网站访问者的特征，然后将这些数据以事件的形式传递给 Google Analytics。这样，Marketo 就可以在 Marketo 的 RTP 识别的特征（例如产品兴趣和行业类型）旁边看到 Google Analytics 访问者的人口统计和行为信息。所有数据到位后，Marketo 会根据转化阶段或业务垂直领域在 Analytics 中细分受众群体。这使得 Marketo 能够根据其拥有的所有用户数据快速轻松地定义 Google Analytics 再营销列表。借助 Google Analytics 与 AdWords 的原生集成，Marketo 只需点击几下即可将列表传递给 AdWords 并向其用户投放更加个性化的再营销广告。
运营影响
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