Google Analytics 360 Suite 为 AIDA Cruises 提供大规模洞察和效率
公司规模
Large Corporate
地区
- Europe
国家
- Germany
产品
- Google Analytics 360 Suite
- Google Tag Manager 360
技术栈
- HTML
- Google Analytics
- Google Tag Manager
实施规模
- Enterprise-wide Deployment
影响指标
- Productivity Improvements
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
适用行业
- 海洋与航运
适用功能
- 销售与市场营销
- 商业运营
用例
- 实时定位系统 (RTLS)
- 质量预测分析
服务
- 数据科学服务
- 系统集成
关于客户
AIDA Cruises 是邮轮行业的市场领导者，提供邮轮作为现代生活方式产品。该公司总部位于德国，在欧洲市场发挥着重要作用。来自欧洲各地的度假者访问 AIDA 网站，了解邮轮信息并在旅行前、旅行中和旅行后预订选项。AIDA 的目标是为客人提供无与伦比的度假体验，继续改善环境，并为所有员工创造安全、以成功为导向的未来。
挑战
AIDA Cruises 是邮轮行业的市场领导者，该公司希望了解其客户的在线旅程：如何获得客户、客户的行为方式以及客户何时转化。该公司旨在为客人提供无与伦比的度假体验、改善环境并为所有员工创造一个安全、以成功为导向的未来。AIDA 需要重新推出数千个页面，包括完整的在线预订系统，并跟踪结果。该公司希望创建一个敏捷且可扩展的报告和分析环境，以帮助所有团队访问数据以做出更好的决策。
解决方案
AIDA 与 Google Analytics 360 授权经销商 Trakken 合作，使用 Google Analytics 360 Suite 创建一流的分析环境。Trakken 设置了 Google Analytics 360 和 Google Tag Manager 360，以创建敏捷、可扩展的数据报告和分析环境。Tag Manager 360 让 AIDA 团队能够轻松地在所有页面上部署和测试新标签，并在所有 AIDA 域中标准化标签代码和质量。更快的 Tag Manager 360 部署流程需要 AIDA IT 团队投入的时间和投入少得多，将部署新标签所需的时间从 21 天缩短到一天。Trakken 实施了自动事件跟踪，这是一种 Tag Manager 360 解决方案，每次有人点击页面中的 HTML 元素时都会自动生成事件。可以使用事件跟踪标签将此事件发送到 Analytics 360。结合电子商务跟踪，事件跟踪标签让 AIDA 能够更深入、更清晰地了解客户的行为。
运营影响
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