TransUnion 利用 Google Analytics 360 降低成本并提高转化率
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Google Analytics 360
- AdWords
- DoubleClick
技术栈
- Google Analytics
- AdWords
- DoubleClick
实施规模
- Enterprise-wide Deployment
影响指标
- Cost Savings
- Revenue Growth
- Productivity Improvements
技术
- 分析与建模 - 实时分析
- 分析与建模 - 预测分析
适用行业
- 金融与保险
适用功能
- 销售与市场营销
用例
- 补货预测
- 需求计划与预测
服务
- 数据科学服务
关于客户
TransUnion 是一家全球信用信息公司，为全球 5 亿用户提供复杂的财务信息。其产品可帮助客户更好地了解信用状况、监控信用状况变化并防范身份盗窃相关问题。该公司总部位于伊利诺伊州芝加哥。TransUnion 引以为豪的是，它超越了信用报告的范围，为全球 5 亿用户提供复杂的财务信息。其产品可帮助客户更好地了解信用状况、监控信用状况变化并防范身份盗窃相关问题。
挑战
TransUnion 是一家全球信用信息公司，该公司正在寻求提高其 AdWords 和 DoubleClick 广告系列的营销效率。该公司的目标是在不增加标记复杂性的情况下增加转化次数并测试各种受众群体列表。TransUnion 希望找到更多客户，同时减少搜索和展示广告系列中的浪费。具体来说，该公司希望尽可能提高营销工作的效率，同时提高 AdWords 和 DoubleClick 广告的转化率。作为 Google Analytics 360 超过三年的客户，TransUnion 及其代理机构 Digitas 自然会从 Analytics 360 中检查受众行为数据，以执行更有效的再营销。
解决方案
TransUnion 实施了 Google Analytics 360 受众群体和再营销列表，以便在 AdWords 和 DoubleClick 中实现更智能、更高效的出价。该公司将其受众群体列表重点放在 AdWords 中的两组用户上：新用户（访问过其网站并开始但未完成信用申请的用户）和转化用户。这使得 TransUnion 能够使用搜索广告再营销列表 (RLSA) 来提高新客户的出价，并减少对已赢得的客户的投资。对于其 DoubleClick Bid Manager 广告系列，TransUnion 通过实施受众群体列表消除了效率低下的问题。该团队为处于品牌互动不同阶段的用户创建了五个不同的细分。这些列表帮助 TransUnion 在正确的时间与正确的人交流，并防止过度向用户展示他们已经看过的创意。
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