(简体中文) 大数据赋能精准营销——PUMA
(简体中文) 通过爱点击的多层级数据力,精准定向目标受众,以大数据赋能精准营销,使得该Campaign在品牌传播和售卖效果上,全面超越预期。
Challenge

(简体中文) PUMA作为畅销多国的运动品牌,着力打造明星爆款产品。 然而运动服饰品类市场产品偏同质化,且新品推出速度快, 如何在竞争激烈的线上渠道扩大目标人群并精准网罗受众,是本案面临的挑战。

Solution

(简体中文) 首先根据目标人群的基础属性、生活特征、兴趣爱好、职业身份和消费水平描绘用户画像,接下来以多源数据支持,全面覆盖目标用户:

1)根据品牌目标受众人群画像及每一波Campaign的投放目标群体,从六个维度在爱点击大数据后台精选并匹配目标人群进行精准投放;

2)通过爱点击大数据库,根据每位用户在不同属性平台的行为逻辑,筛选出符合以上属性的目标用户,并打包成为“品牌人群包”。我们在PC+Mobile端抓取“跑步人群包”以及”足球人群包”进行定向, 并使用Lookalike技术基于用户画像和关系链挖掘相似用户, 实现人群扩展。

3)Retargeting技术精准再定向

实施投放中,匹配用户兴趣标签分素材定向投放。我们将素材结合使用场景, 使得真实/可靠的广告素材带来更佳CTR转化。之后通过Retargeting-对点击/浏览广告用户进行二次定向。

Result

(简体中文) 此宣传企划于2018金鼠标数字营销大赛获得程序化购买—数据应用类大奖。

(简体中文) 34%
(简体中文) Impression 超出计划
(简体中文) 12%
(简体中文) CTR超出计划
(简体中文) 126%
(简体中文) 新增品牌关注人群较活动前提升
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