利用 Google Analytics 和搜索广告再营销列表吸引多元化顶尖人才
公司规模
1,000+
地区
- America
国家
- United States
产品
- Google Analytics
- Google AdWords
- Google Tag Manager
技术栈
- Data Analytics
- Search Marketing
- Remarketing
实施规模
- Enterprise-wide Deployment
影响指标
- Brand Awareness
- Customer Satisfaction
技术
- 分析与建模 - 预测分析
- 分析与建模 - 实时分析
适用行业
- 教育
适用功能
- 人力资源
- 销售与市场营销
用例
- 需求计划与预测
- 质量预测分析
服务
- 数据科学服务
关于客户
“为美国而教”是一个招募、培养和动员美国最有前途的未来领袖的组织，旨在发展和加强教育公平和卓越运动。该组织招募“杰出而多元化的个人成为低收入社区的教师”，以应对各个教室的教育不平等问题。他们是世界上最杰出和最令人向往的求职者，大品牌也会以高薪聘请他们。该组织总部位于纽约州纽约市。
挑战
“为美国而教”是一个招募杰出人士到低收入社区当老师来解决教育不平等问题的组织。这些人是世界上最令人向往的求职者，大品牌会以高薪相邀他们。在严格的选拔过程中让这些求职者保持参与至关重要。挑战在于如何在这些杰出的求职者中保持首要地位。“为美国而教”看重的某些品质很难量化，比如领导能力或对平等的热情，而其他一些品质则相当容易。例如，求职者的 GPA 可以帮助该组织了解个人的学业成就。全国各地的学校对具有科学、技术、工程和数学 (STEM) 背景的教师的需求量很大，因此“为美国而教”致力于吸引更多具有这些背景的人加入该队伍。
解决方案
美国教育与 LunaMetrics 携手合作，将 Google Analytics 中的受众功能与 AdWords 中的 Google 搜索再营销功能结合起来，让杰出申请者始终记住 Teach For America。用户在 Teach For America 申请流程早期提供的基本信息可在 Google Tag Manager 数据层中获取，使用自定义维度在 Google Analytics 中捕获，然后用于将用户匿名分组到自定义细分中。这些细分一旦组合起来，Teach For America 团队便可在规划职业生涯时识别并吸引最具竞争力的潜在教师。Teach For America 随后使用具有最理想素质的申请者细分在 Google AdWords 中创建受众，并使用搜索广告再营销列表 (RLSA) 在搜索网络上制作个性化广告系列。
运营影响
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