公司规模
Large Corporate
地区
- America
国家
- Canada
产品
- Google Analytics
- AdWords
技术栈
- Google Analytics
- AdWords
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
- 分析与建模 - 预测分析
适用行业
- 建筑与基础设施
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
BuildDirect 是一家虚拟组织,业务遍及 100 多个国家。该公司的建筑材料产品组合不断扩大,包括地板、屋顶、外墙板、甲板、厨房和浴室以及景观美化。作为一家完全虚拟的组织,该公司将其成功的大部分归功于对在线营销和广告的精明运用。该公司总部位于不列颠哥伦比亚省温哥华,是地板、瓷砖、甲板、厨房和浴室表面供应领域的领导者。该公司发展迅速,渴望提高其在线支出的效率。
挑战
BuildDirect 是一家在 100 多个国家/地区运营的虚拟组织,该公司正在经历快速增长,并渴望提高其在线支出的效率。该公司拥有良好的营销组合,包括搜索广告、电子邮件简报和在线客户注册。然而,挑战在于通过发现哪些策略有效,哪些策略无效来提高绩效。在运营的头几年,BuildDirect 的营销预算接近每季度 100 万美元,因此优化其支出至关重要。该公司转向使用 Google Analytics (GA) 来替换现有的分析软件包,希望立即看到效益。
解决方案
通过 Google Analytics,BuildDirect 能够看到广告、简报和网站设计在推动销售方面的效果。该公司优化了广告支出,并立即看到转化率提高了 37%。BuildDirect 使用 GA 改进了其围绕长尾关键词的付费搜索策略,这也提高了转化率。GA 还帮助 BuildDirect 判断了电子邮件营销活动的有效性。一次向“确认有兴趣”的房屋装修潜在客户发送 800,000 封电子邮件的投资回报率很低。但通过 GA 进行营销活动评估后,BuildDirect 的转化率翻了一番。最后,BuildDirect 根据 GA 数据优化了网站设计,这揭示了有关流量来源、登录页面和导航路径的宝贵见解。
运营影响
数量效益
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