MercadoLibre 通过程序化保证交易实现受众精准化
公司规模
Large Corporate
地区
- America
国家
- Argentina
产品
- Google Analytics 360
- DoubleClick for Publishers
- DoubleClick Bid Manager
技术栈
- Programmatic Advertising
- Audience Segmentation
- Data Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
技术
- 分析与建模 - 大数据分析
适用行业
- 零售
- 电子商务
适用功能
- 销售与市场营销
- 商业运营
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
MercadoLibre 是拉丁美洲最知名的电子商务网站之一，拥有超过 1.3 亿注册用户。该地区超过三分之一的互联网用户使用该网站，平均每秒进行 4.6 次购买。该公司为广告商提供了独特的机会，让他们能够接触到具有高购买意向的大量受众，涵盖广泛的产品类别。MercadoLibre 总部位于阿根廷布宜诺斯艾利斯。
挑战
MercadoLibre 是拉丁美洲最大的电子商务网站之一，拥有超过 1.3 亿注册用户，该公司希望通过利用其专有受众数据来增加收入。该公司的高流量为广告商提供了独特的机会，可以覆盖各种产品类别中具有高购买意向的大量受众。然而，为了最大限度地利用这些机会，MercadoLibre 需要更有效地细分其受众数据，并将其打包成有保证的程序化交易。这将使广告商能够定位更有可能购买其产品的用户，并为每个细分市场量身定制创意执行，从而提高其广告活动的有效性。
解决方案
MercadoLibre 使用 Google Analytics 360 将其第一方数据转化为针对广告客户的定制受众细分。该公司根据购物者对手机、相机、汽车等产品的兴趣活动创建细分。然后，这些细分提供给有兴趣通过 DoubleClick for Publishers 针对这些受众投放广告活动的广告客户。MercadoLibre 在 DoubleClick for Publishers 中设置了与每个定义的受众细分相对应的程序化保证交易。然后，使用 DoubleClick Bid Manager 的广告客户能够以固定的 CPM 协商所需的展示量，以针对每个优先细分进行交易。这种方法确保广告客户的覆盖面得到保证，同时他们的广告定位到更有可能购买其产品的用户。
运营影响
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