Sellpoints 超越了上次点击归因，将非品牌付费搜索的效果提高了一倍，将展示的效果提高了三倍
公司规模
SME
地区
- America
国家
- United States
产品
- Google Analytics
- AdWords
技术栈
- Multi-Channel Funnels
- Position-based model
- Time-decay model
实施规模
- Enterprise-wide Deployment
影响指标
- Cost Savings
- Revenue Growth
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
- 质量预测分析
- 需求计划与预测
服务
- 数据科学服务
关于客户
Sellpoints 是一家在线销售专家，成立于 2000 年，总部位于加利福尼亚州埃默里维尔。该公司旨在帮助其全球客户做出明智的营销决策并推动绩效改进。他们希望更准确地了解用户的转化路径。该机构明白，那些将销售的所有功劳都归于转化路径上的最后一次点击的广告客户并没有真正了解现实情况。他们意识到需要进行更全面的分析，将整个转化路径（从初始搜索到最终点击）考虑在内。
挑战
Sellpoints 是一家在线销售专家，希望帮助其全球客户之一做出明智的营销决策并推动绩效改进。该机构旨在更准确地了解用户的转化路径。他们意识到，将销售的所有功劳都归因于转化路径上的最后一次点击并不能真实反映现实。转化路径很复杂；用户可能首先使用通用术语进行搜索，查看并点击展示广告，稍后使用更窄的品牌关键字进行另一次搜索，点击付费搜索广告，并最终在各种在线操作后完成转化。最后一次点击分析会忽略除最后一次之外的所有这些操作。
解决方案
Sellpoints 使用 Google 的一系列工具来超越最后一次点击。该机构使用 Google Analytics 的“多渠道漏斗”功能（该功能还可以整合展示广告展示次数）来显示用户如何在一系列在线渠道中进行转化。它还利用对客户行为的洞察，结合使用基于位置的模型和时间衰减模型，为其客户量身定制模型。在评估转化路径上的每一步时，Sellpoints 的分析得出了许多重要发现。它确定在最后一次点击模型中，30% 的转化归因于品牌关键字。通过结合使用基于位置的模型和时间衰减模型，Sellpoints 能够证明其中 40% 的转化实际上是从非品牌互动开始的。
运营影响
数量效益
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
相关案例.
Case Study
Improving Production Line Efficiency with Ethernet Micro RTU Controller
Moxa was asked to provide a connectivity solution for one of the world's leading cosmetics companies. This multinational corporation, with retail presence in 130 countries, 23 global braches, and over 66,000 employees, sought to improve the efficiency of their production process by migrating from manual monitoring to an automatic productivity monitoring system. The production line was being monitored by ABB Real-TPI, a factory information system that offers data collection and analysis to improve plant efficiency. Due to software limitations, the customer needed an OPC server and a corresponding I/O solution to collect data from additional sensor devices for the Real-TPI system. The goal is to enable the factory information system to more thoroughly collect data from every corner of the production line. This will improve its ability to measure Overall Equipment Effectiveness (OEE) and translate into increased production efficiencies. System Requirements • Instant status updates while still consuming minimal bandwidth to relieve strain on limited factory networks • Interoperable with ABB Real-TPI • Small form factor appropriate for deployment where space is scarce • Remote software management and configuration to simplify operations
Case Study
Digital Retail Security Solutions
Sennco wanted to help its retail customers increase sales and profits by developing an innovative alarm system as opposed to conventional connected alarms that are permanently tethered to display products. These traditional security systems were cumbersome and intrusive to the customer shopping experience. Additionally, they provided no useful data or analytics.
Case Study
How Sirqul’s IoT Platform is Crafting Carrefour’s New In-Store Experiences
Carrefour Taiwan’s goal is to be completely digital by end of 2018. Out-dated manual methods for analysis and assumptions limited Carrefour’s ability to change the customer experience and were void of real-time decision-making capabilities. Rather than relying solely on sales data, assumptions, and disparate systems, Carrefour Taiwan’s CEO led an initiative to find a connected IoT solution that could give the team the ability to make real-time changes and more informed decisions. Prior to implementing, Carrefour struggled to address their conversion rates and did not have the proper insights into the customer decision-making process nor how to make an immediate impact without losing customer confidence.
Case Study
Ensures Cold Milk in Your Supermarket
As of 2014, AK-Centralen has over 1,500 Danish supermarkets equipped, and utilizes 16 operators, and is open 24 hours a day, 365 days a year. AK-Centralen needed the ability to monitor the cooling alarms from around the country, 24 hours a day, 365 days a year. Each and every time the door to a milk cooler or a freezer does not close properly, an alarm goes off on a computer screen in a control building in southwestern Odense. This type of alarm will go off approximately 140,000 times per year, equating to roughly 400 alarms in a 24-hour period. Should an alarm go off, then there is only a limited amount of time to act before dairy products or frozen pizza must be disposed of, and this type of waste can quickly start to cost a supermarket a great deal of money.
Case Study
Supermarket Energy Savings
The client had previously deployed a one-meter-per-store monitoring program. Given the manner in which energy consumption changes with external temperature, hour of the day, day of week and month of year, a single meter solution lacked the ability to detect the difference between a true problem and a changing store environment. Most importantly, a single meter solution could never identify root cause of energy consumption changes. This approach never reduced the number of truck-rolls or man-hours required to find and resolve issues.
