奥巴马为美国使用 Google Analytics 实现快速、数据驱动的决策民主化
公司规模
1,000+
地区
- America
国家
- United States
产品
- Google Analytics
技术栈
- Google Analytics API
- Google Apps Script
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
适用功能
- 销售与市场营销
用例
- 质量预测分析
- 实时定位系统 (RTLS)
服务
- 数据科学服务
关于客户
奥巴马为美国 (OFA) 是 2012 年总统巴拉克·奥巴马的官方竞选连任活动。该活动总部位于伊利诺伊州芝加哥，其主要目标是吸引支持者、接触和影响可说服的选民，并激励支持者投票。该活动具有时效性，需要快速轻松地访问可操作数据以进行决策。该活动之所以有效，是因为团队有纪律地坚持不懈地依靠数据来评估绩效、测试变化和改进。数字分析小组是推动跨团队分析最佳实践的中心。
挑战
奥巴马为美国 (OFA) 是 2012 年总统巴拉克·奥巴马的官方竞选连任活动，需要吸引支持者、接触和影响可说服的选民并激励支持者投票。该活动对时间敏感，需要快速轻松地访问可操作数据。在总统和副总统辩论期间，快速实时优化的能力尤为重要。该竞选活动需要与在辩论期间在线搜索的支持者和可说服的选民进行交流。他们需要预测需要定位的与问题相关的搜索词，但他们无法为每种可能性做好准备。
解决方案
OFA 使用 Google Analytics 使所有团队成员都可以访问数据，以便快速分析、测试和改进。他们使用实时数据来深入了解辩论期间引起用户共鸣的信息和关键字。他们使用高级细分和流程可视化来指导优化和测试。他们利用 Google Analytics API 系统地向所有广告团队成员提供每日“投票”转化报告。竞选活动很快就知道了哪些与辩论相关的自然搜索词为竞选网站带来了最多的观众。然后，他们在 Google 上设计并投放了针对这些词的搜索广告，以引导用户了解总统在关键问题上的立场。竞选活动依靠 Google Analytics 的衡量功能和整个组织数据系统的深度集成来不断推动整个网站的性能改进。
运营影响
数量效益
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