解锁社交广告测量
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- DISQO
技术栈
- Ad Measurement
- Data Analysis
实施规模
- Enterprise-wide Deployment
影响指标
- Brand Awareness
- Customer Satisfaction
技术
- 分析与建模 - 大数据分析
适用行业
- 服装
适用功能
- 销售与市场营销
服务
- 数据科学服务
关于客户
本案例研究中的客户是一家知名服装品牌。该品牌正在开展一项跨平台社交媒体活动，需要衡量其对消费者态度和行为的影响。由于社交媒体平台的孤立性质以及合并不同数据集的困难，该品牌在传统广告衡量方法方面面临挑战。此外，大多数衡量解决方案只能提供态度指标，无法揭示活动对消费者行为的影响。该品牌需要一个统一的单一来源解决方案，可以准确衡量所有平台上的活动影响，并提供对消费者态度和行为的洞察。
挑战
一家知名服装品牌正在努力衡量其多平台社交媒体活动对消费者态度和行为的影响。由于社交媒体平台的孤立性质以及合并不同数据集的难度，传统的广告衡量方法已被证明不够充分。此外，大多数衡量解决方案只能提供态度指标，无法揭示活动对消费者行为的影响。该品牌需要一个统一的单一来源解决方案，可以准确衡量所有平台上的活动影响，并提供对消费者态度和行为的洞察。
解决方案
该品牌与 DISQO 合作，使用单一数据源和统一方法衡量所有平台上的广告活动效果。DISQO 抽取了在广告活动期间处于社交受众中的专有选择加入受众成员样本，并将接触过该广告活动的受众与镜像匹配的对照组进行比较。然后，该公司调查了对照组和接触组成员的态度意见，并比较了搜索、网站访问和电子商务购物活动等下游行为的提升情况。这种方法提供了广告活动对消费者态度和行为影响的全面视图。
运营影响
数量效益
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