TechSmith 探索数据驱动归因，揭示展示广告的影响和机遇
公司规模
Mid-size Company
地区
- America
国家
- United States
产品
- Snagit
- Camtasia
- Google Analytics Premium
技术栈
- Data-Driven Attribution
- Google Analytics
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
适用行业
- Software
适用功能
- 销售与市场营销
用例
- 质量预测分析
- 实时定位系统 (RTLS)
服务
- 数据科学服务
关于客户
TechSmith Corporation 是一家位于密歇根州奥克莫斯的软件公司。该公司开发了各种应用程序，旨在通过图像、视频、在线托管和远程可用性测试来缩小沟通差距。TechSmith 的产品（例如 Snagit 和 Camtasia）可让您轻松创建引人入胜、精美的内容并与任何人共享。该公司为全球 180 多个国家/地区提供服务。在线广告是 TechSmith 的主要潜在客户来源，多年来他们一直使用 Google 的广告工具来吸引新客户。
挑战
TechSmith 是一家位于密歇根州奥克莫斯的软件公司，他们开发了各种应用程序，旨在通过图片、视频、在线托管和远程可用性测试来缩小沟通差距。在线广告是他们的主要潜在客户来源，多年来他们一直在使用 Google 的广告工具。TechSmith 了解展示广告的重要性，其广泛的覆盖面使他们能够找到以前不熟悉其产品的新客户。然而，他们觉得他们使用最后互动归因模型低估了展示广告的影响。TechSmith 想要一种方法来量化展示广告在整个转化渠道中的有效性。
解决方案
TechSmith 使用 Google Analytics Premium 中的新数据驱动归因 (DDA) 模型来准确归因广告系列互动。此模型用于将重新归因的每次转化费用 (CPA) 应用于预算和竞价决策。利用 Google Analytics 的集成报告功能，TechSmith 发现了加强其展示广告系列的机会。能够直接将最后一次互动归因与数据驱动归因进行比较，对于对比效果和了解估值差异具有很大的优势。在将当前的最后一次点击测量与新的数据驱动模型进行比较时，TechSmith 发现相关的展示转化增加了 9%。
运营影响
数量效益
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