On the Beach 利用归因技术提高销售额，投资回报率提高 25%
公司规模
Mid-size Company
地区
- Europe
国家
- United Kingdom
产品
- AdWords Search Funnels
- Google Analytics Multi-Channel Funnels
- Attribution Modeling Tool in Google Analytics
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
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
On the Beach 是英国一家领先的旅行社，每年运送超过 75 万名乘客。该公司提供飞往世界最受欢迎的海滩度假胜地的超值航班和酒店。他们为消费者提供大量旅游产品，包括 5000 万个飞机座位和 30,000 多家酒店。On the Beach 在竞争激烈的市场中运营，不投放任何电视广告，因此通用（非品牌）搜索对于向购买者介绍品牌至关重要。
挑战
On the Beach 是一家领先的英国旅行社，希望提高销售额并发展在线业务。他们提供飞往全球最受欢迎的海滩度假胜地的超值航班和酒店，为消费者提供大量旅游产品，包括 5000 万个飞机座位和 30,000 多家酒店。在竞争激烈的市场中，On the Beach 希望确保其搜索活动能够优化投资回报率。该公司不投放任何电视广告，因此通用（非品牌）搜索对于向购买者介绍品牌至关重要。但是，当使用“最后点击获胜”归因模型时，通用搜索的价值可能难以衡量。
解决方案
On the Beach 与 Google 合作，利用归因模型揭示搜索的真正价值。此过程将功劳分配给不同的消费者互动，例如在销售或潜在客户之前发生的显示或搜索点击。使用 AdWords 搜索渠道和 Google Analytics 多渠道渠道，测试了多个归因模型以查看对销售的影响。在对每个模型完成分析后，On the Beach 找到了最适合其业务需求的模型。这使得该公司可以将每次销售的功劳分配到多个点击点，而不仅仅是第一次或最后一次点击。On the Beach 发现他们的通用搜索在最后一次点击报告中被低估了，这一发现使该公司能够构建自定义归因模型并增加通用广告系列的预算。
运营影响
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