松下利用 Google Analytics 360 将广告支出回报率提高了 30%
公司规模
1,000+
地区
- Asia
国家
- Japan
产品
- Google Analytics 360
- AdWords
- DoubleClick
技术栈
- Google Cloud Platform
- Google Tag Manager
实施规模
- Enterprise-wide Deployment
影响指标
- Brand Awareness
- Cost Savings
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
- 应用基础设施与中间件 - API 集成与管理
适用行业
- 消费品
- 电子产品
适用功能
- 商业运营
- 销售与市场营销
用例
- 行为与情绪追踪
- 需求计划与预测
服务
- 云规划/设计/实施服务
- 数据科学服务
关于客户
松下公司是世界上最大的产品制造商之一，旗下 473 家公司拥有 26 万名员工。该公司业务遍布全球，提供多样化的产品线，包括消费电子、汽车电子产品、住宅和 B2B 解决方案。松下总部位于日本大阪。公司规模庞大、业务多样化，因此需要采用稳健而有效的方法来管理和分析各个部门和广告平台的营销数据。
挑战
松下是一家全球产品制造商，在管理和分析跨不同部门和广告平台的营销数据方面面临挑战。该公司努力全面了解哪些关键词和展示广告能够真正推动受众与其网站的互动。缺乏统一的营销数据视图阻碍了他们将其视为共同企业资产的能力。此外，松下发现很难接触到合适的客户并提高其数字营销绩效。
解决方案
松下与提供企业数字营销整体解决方案的公司 NRI Netcom 合作，利用 Google 平台实现数字营销成功。他们将所有数字营销活动数据汇总到 Google Analytics 360 中，创建了统一的营销数据视图。这使他们能够将营销数据作为共同的公司资产进行管理和分析。他们还使用 Analytics 360 中的细分功能为所有主线产品构建再营销受众群体。然后，这些列表发布到 AdWords、Google 展示广告网络和 DoubleClick Bid Manager，使他们能够根据用户研究过的产品向用户进行再营销。此外，他们还使用广告集成来获取可能具有高参与度的新用户。
运营影响
数量效益
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