Rozetka 使用 Google Analytics 中的相关产品将直接营销收入提高了 18%
公司规模
Large Corporate
地区
- Europe
国家
- Ukraine
产品
- Google Analytics Premium
- Google Tag Manager
- Google BigQuery
技术栈
- Google Analytics
- Google Tag Manager
- Google BigQuery
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
- 应用基础设施与中间件 - 数据交换与集成
适用行业
- 电子商务
- 零售
适用功能
- 销售与市场营销
- 商业运营
用例
- 供应链可见性(SCV)
- 库存管理
服务
- 数据科学服务
- 系统集成
关于客户
Rozetka 是乌克兰领先的在线零售商，也是独联体访问量最大的在线商店。该公司提供各种产品，包括家电、电子产品、家居用品、服装、鞋子、珠宝，甚至机票和火车票。Rozetka 不断实施新功能以增加销售量。作为市场领导者，Rozetka 的客户数据库通过重复销售提供了巨大的盈利潜力。该公司的网站也吸引了大量访问者，提供了大量可用于产品推荐的数据。
挑战
Rozetka 是乌克兰领先的在线零售商，希望提高每位用户的收入和平均订单价值。该公司拥有庞大的客户数据库和各种产品，可提供大量数据，可用于根据用户行为和交易进行产品推荐。但是，Rozetka 需要产品捆绑、商品推销、产品推荐和电子邮件营销方面的帮助。该公司旨在通过重复销售将其客户数据库货币化，并改善其直接营销工作。
解决方案
在分析专家 OWOX 的帮助下，Rozetka 实施了基于 Google Analytics 相关产品功能数据的产品推荐系统。第一步是从所有接触点收集用户与产品互动的结构化数据，包括桌面网站、移动优化网站、应用程序和呼叫中心。这是使用 Google Tag Manager 完成的。第二步是使用 Core v3 Reporting API 从 Google Analytics 导出产品关系数据并将其导入 BigQuery。此过程有助于验证产品可用性状态、排除不兼容类别的商品以及排除用户之前购买的商品，从而提高推荐数据的质量。最后一步是创建直接营销列表，并通过集成改进电子邮件推荐。
运营影响
数量效益
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