Optimizely 通过漏斗阶段再营销取得成果
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Google Analytics Premium
- AdWords
技术栈
- Google Analytics
- AdWords
实施规模
- Enterprise-wide Deployment
影响指标
- Cost Savings
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
适用行业
- Software
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
Optimizely 是一家领先的在线 A/B 测试和体验优化平台，总部位于加利福尼亚州旧金山。该公司为客户提供创新的数据驱动营销解决方案。Optimizely 拥有超过 8,000 名客户和 70 亿次优化体验，是在线测试和优化领域的主要参与者。该公司的目标是提供丰富的用户洞察，并通过根据客户与品牌的关系阶段显示定制信息来吸引用户回头。
挑战
Optimizely 是一家领先的在线 A/B 测试和体验优化平台，该公司正在寻找一种数据驱动的解决方案，以提供丰富的用户洞察并重新吸引用户。该公司希望根据客户与品牌关系的阶段显示定制信息，以期将他们推进到客户旅程的下一步。挑战在于找到一种精细而简单的方法，使用 Google AdWords 原生的数据驱动分析平台，在销售渠道的特定点向访问者进行再营销。
解决方案
Optimizely 转向 Google Analytics Premium 进行再营销。第一步是使用 Google Analytics 创建虚拟页面浏览量，将用户划分为不同的销售漏斗阶段。这样，Optimizely 就可以围绕销售漏斗的不同阶段创建再营销列表。创建再营销列表后，在 AdWords 中创建自定义组合列表。这样，Optimizely 就可以识别已创建帐户但尚未成为付费客户的访问者。确定客户的漏斗阶段后，Optimizely 会向该组展示广告，鼓励他们参与演示或观看免费网络研讨会，最终重新吸引他们迈出转化路径的下一步。因此，几乎每条再营销信息都具有信息性、定制性和相关性。
运营影响
数量效益
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