Ligne-en-ligne.com 和 Keley Consulting 利用 Google Analytics 最大化营销预算
公司规模
11-200
地区
- Europe
国家
- France
产品
- Google Analytics’ Multi-Channel reports
技术栈
- Google Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Revenue Growth
技术
- 分析与建模 - 实时分析
适用行业
- 医疗保健和医院
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
Ligne-en-ligne.com 是法国饮食和健康市场的领导者。其社区聚集了 80 多万名免费会员和数千名高级会员。通过独特的高度互动的饮食和健身计划，营养师团队指导每位会员实现他们的饮食目标。过去几年，Ligne-en-Ligne 严重依赖其联盟网络来吸引新的免费和高级会员。由于很大一部分订阅来自联盟，从而占营销费用的最大部分，该团队发现了一种潜在的威胁性依赖。
挑战
Ligne-en-ligne.com 是法国饮食和健康市场的领导者，严重依赖其联盟网络来吸引新会员。然而，该团队发现这种依赖性可能带来威胁，因为很大一部分订阅来自联盟，占营销费用的最大部分。该团队希望了解来自联盟的客户的行为、主要的销售驱动因素以及选择最高价值优惠的消费者的行为方式。他们还旨在多元化和优化他们的数字营销预算。为了解决这些问题，他们与 Google Analytics 认证合作伙伴 Keley Consulting 合作，分析他们的流量获取策略。
解决方案
Keley Consulting 使用 Google Analytics 的多渠道报告创建个性化的转化细分，以便更好地识别和了解每个渠道如何干扰不同优惠的转化。他们创建了新的转化细分，将联盟与其他渠道隔离开来，并将欢迎优惠与其他更高价值的优惠分开。使用模型比较工具根据不同的方案衡量每个渠道对转化率的影响。研究结果促成了新增长战略的制定。他们从 SEO 入手，并推出了一项行动计划，其中包括在热门电台开展广播活动和新的 SEM 活动。他们还致力于改善网站浏览量最高的页面的人体工程学体验，以确保能够有效地吸引通过联盟渠道访问的人。
运营影响
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