I-Marpipe: Abathengisi abaxhobileyo ngobukrelekrele kufuneka bavavanye kwaye bafumane uYilo lwentengiso oluphumelelayo

Uvavanyo lweMarpipe oluzenzekelayo lwe-Multivariate ye-Ad Creative

Kangangeminyaka, abathengisi kunye nabathengisi baxhomekeke kubaphulaphuli abajolise kwidatha ukuze bazi ukuba kuphi na phambi kwakhe ukuba baqhube uyilo lwabo lwentengiso. Kodwa utshintsho lwakutsha nje olusuka kwiindlela ezihlaselayo zokumbiwa kwedatha-isiphumo semigaqo emitsha neyimfuneko yabucala ebekwe yi-GDPR, CCPA, kunye ne-Apple's iOS14 - ishiye amaqela entengiso egxalathelana. Njengoko abasebenzisi abaninzi bephuma ekulandeleni umkhondo, idatha ejolise kubaphulaphuli iba ngaphantsi kwaye ithembekile.

Iibrendi ezihamba phambili kwintengiso zitshintshe ingqwalasela yazo zaya kwinto ephantsi kolawulo lwabo esenokuba nefuthe elikhulu kuguquko: ukusebenza koyilo lwentengiso yazo. Kwaye ngelixa uvavanyo lwe-A / B lube ngumgangatho wokulinganisa amandla okuguqulwa kweentengiso, aba bathengisi bezinto ezintsha ngoku bafuna iindlela zokuhamba ngaphaya kweendlela zendabuko ngokwakha kunye nokuvavanya i-multivariate i-ad yokudala kwinqanaba.

Marpipe Solution Overview

UMarpipe ivumela amaqela oyilo kunye nabathengisi ukuba bakhe amakhulu eentengiso ezahlukeneyo ngemizuzu, bathumele ngokuzenzekelayo umfanekiso omileyo kunye noyilo lwevidiyo kubaphulaphuli babo ukuze bavavanywe, kwaye bafumane ulwazi lokusebenza olucatshulwe yinto yoyilo lomntu - isihloko, umfanekiso, umbala ongasemva, njl.

kunye UMarpipe, iibrendi kunye neearhente zinoku:

  • Yandisa kakhulu inani leentengiso ezizodwa zokuyila zokuvavanya, nto leyo eyandisa kakhulu amathuba okufumana abadlali abaphezulu.
  • Susa i-bias kwinkqubo yokuyila ngokuxhasa izigqibo zoyilo kunye nedatha yokuguqula
  • Yiba krelekrele malunga nokuba zeziphi iintengiso kunye nezinto zoyilo ezisebenzayo kwaye kutheni ukuze bathathe izigqibo ezikhawulezayo malunga nokuba yeyiphi intengiso yokuyila yokukala kwaye yokucima
  • Yakha iintengiso ezingcono ngaphantsi kwesiqingatha sexesha - 66% ngokukhawuleza kumndilili

UVavanyo lweSintu loBuchule vs Marpipe
UVavanyo lweSintu loBuchule vs Marpipe

ISakhiwo esizihambelayo sentengiso, kwisikali

Ngokwemveli, amaqela oyilo ane-bandwidth yokuqonda kunye nokuyila iintengiso ezimbini ukuya kwezintathu zokuvavanya. UMarpipe igcina ixesha, yenza amashumi okanye amakhulu eentengiso ziyilwe ngexesha elinye. Oku kwenziwa ngokudibanisa yonke indibaniselwano enokwenzeka yezinto zoyilo ezibonelelwa liqela loyilo. Iinguqu zentengiso zongeza ngokukhawuleza ngale ndlela. Umzekelo, izihloko ezintlanu, imifanekiso emithathu, kunye nemibala emibini yangasemva iba ziintengiso ezingama-30 (5x3x2) ngokucofa iqhosha. Le nkqubo ayigcini nje ukwandisa inani leentengiso ezikhethekileyo zokuvavanya, kodwa iphinda imisele amaqela okuthengisa ukuba aqhube uvavanyo lwe-multivariate kwi-platform ye-Marpipe - ukubeka zonke iinguqu zentengiso ngokuchasene nomnye ngelixa ulawula zonke izinto ezinokubakho zokudala.

Yakha ngokuzenzekelayo zonke iindibaniselwano zentengiso kunye neMarpipe.
Yakha ngokuzenzekelayo zonke iindibaniselwano zentengiso ezinokwenzeka

Ukuseta okuzenzekelayo, okuLawulwayo koVavanyo

Nje ukuba zonke iinguqu zentengiso zenziwe ngokuzenzekelayo, UMarpipe emva koko i-automates uvavanyo lwe-multivariate. Uvavanyo lwe-multivariate lulinganisa ukusebenza kwayo yonke indibaniselwano enokwenzeka yezinto eziguquguqukayo. Kwimeko kaMarpipe, izinto eziguquguqukayo zizinto zokuyila ngaphakathi kwentengiso nganye - ikopi, imifanekiso, iminxeba kwisenzo, kunye nokunye. Intengiso nganye ibekwe kwiseti yayo yentengiso kwaye uhlahlo lwabiwo-mali lovavanyo lusasazwa ngokulinganayo phakathi kwabo ukuze kulawuleke omnye umahluko onokuthi ujije iziphumo. Iimvavanyo zinokuqhuba nokuba ziintsuku ezisixhenxe okanye ezili-14, kuxhomekeke kuhlahlo lwabiwo-mali lomthengi kunye neenjongo. Kwaye ukwahluka kweentengiso kuqhuba phambi kwabaphulaphuli okanye abaphulaphuli abakhoyo bomthengi, okukhokelela kumbono onentsingiselo ngakumbi.

Ulwakhiwo lovavanyo lwe-multivariate luqhuba ukusebenza kakuhle kwaye lulawula zonke iinguqu.
Ulwakhiwo lovavanyo lwe-multivariate luqhuba ukusebenza kakuhle kwaye lulawula zonke iinguqu

Ubuchule boBugcisa

Njengoko iimvavanyo ziqhuba ikhosi yazo, UMarpipe ihambisa idatha yokusebenza kwintengiso nganye kunye nento nganye yokuyila. Iingoma zeqonga zifikelela, ukucofa, ukuguqulwa, i-CPA, i-CTR, kunye nokunye. Ngokuhamba kwexesha, iMarpipe idibanisa ezi ziphumo ukukhomba iintsingiselo. Ukusuka apha, abathengisi kunye nabathengisi banokugqiba ukuba zeziphi iintengiso zokukala kunye nokuba zivavanye ntoni ngokulandelayo ngokusekelwe kwiziphumo zovavanyo. Ekugqibeleni, iqonga liya kuba nako ukucebisa ukuba zeziphi iintlobo zezinto zoyilo uphawu ekufuneka luvavanye ngokusekwe kubukrelekrele bokuyila bembali.

Fumana iintengiso ezisebenza phezulu kunye nezinto ezinobuchule.
Fumana iintengiso ezisebenza phezulu kunye nezinto ezinobuchule

Bhukha i-1: 1 Tour of Marpipe

Uvavanyo lwe-Ad Creative Multivariate lweZenzo ezilungileyo

Uvavanyo lweMultivariate kwisikali yinkqubo entsha, leyo ibingenzeki ngaphambili ngaphandle kokuzenzekela. Ke ngoko, ukuhamba komsebenzi kunye neengqondo eziyimfuneko ukuvavanya uyilo lwentengiso ngale ndlela ayikasetyenziswa ngokubanzi. UMarpipe ufumanisa ukuba abona bathengi bakhe baphumeleleyo balandela iindlela ezimbini eziphambili ezibanceda babone ixabiso eqongeni kwangoko:

  • Ukwamkela indlela yokuyila eyimodyuli kuyilo lwentengiso. Uyilo lwemodyuli luqala ngethempleyithi, ngaphakathi apho kukho izibambi-ndawo zento nganye yokuyila ukuze kuphile phakathi kwayo ngokutshintshanayo. Umzekelo, isithuba sesihloko, isithuba somfanekiso, isithuba seqhosha, njl. njl. Ukucinga kunye nokuyila ngolu hlobo kunokuba ngumngeni, njengoko into nganye yokuyila kufuneka ibe nengqiqo kwaye ithandeke ngobuhle xa idityaniswa nayo yonke enye. into yokuyila. Olu yilo oluguquguqukayo luvumela ulwahlulo ngalunye lwento nganye yokuyila ukuba itshintshwe ngokwenkqubo.
  • Ukuvala umsantsa phakathi kwamaqela anobuchule kunye nokuthengisa ukusebenza. Amaqela oyilo kunye namaqela okuthengisa asebenza kwindawo yokutshixa badla ngokufumana umvuzo UMarpipe Ngesantya. La maqela acwangcisa iimvavanyo zawo kunye, onke afumana kwiphepha elifanayo malunga nento afuna ukuyifunda kwaye yeyiphi imiba yokuyila eya kubafumana apho. Abagcini nje ngokuvula iintengiso eziqhuba kakuhle kakhulu kunye nezinto zoyilo rhoqo, kodwa bakwasebenzisa iziphumo zovavanyo kumjikelo olandelayo woyilo lwentengiso ukuze bafumane ulwazi olunzulu ngalo lonke uvavanyo.

Ubukrelekrele bokuyila abathengi beMarpipe abafumani nje ukubanceda baqonde ukuba yeyiphi intengiso yoyilo ekufuneka beyiqhube ngoku kodwa nokuba yeyiphi ukuyila kwentengiso ukuvavanya ngokulandelayo.
Ubukrelekrele bokuyila abathengi beMarpipe abafumani nje ukubanceda baqonde ukuba yeyiphi intengiso yoyilo ekufuneka beyiqhube ngoku kodwa nokuba yeyiphi ukuyila kwentengiso ukuvavanya ngokulandelayo.

Indlela yeSinxibo saMadoda i-Brand Taylor Stitch eZigqithise ngayo iiNjongo zayo zokuKhula nge-50% ngeMarpipe

Ngexesha elibalulekileyo kwindlela ephezulu yenkampani, iqela lokuthengisa kwi Taylor Thunga bazifumene benemiba ye-bandwidth kuyo yonke indalo kunye nolawulo lweakhawunti. Umsebenzi wabo wokuyila wokuvavanya wawunde kwaye uyindinisa, nkqu nabasebenzi babayili abanetalente ephezulu kunye neqabane elithembekileyo le-ad. Inkqubo yokwakha iintengiso zokuvavanya, ukuhambisa kwi-arhente yokulayisha, ukukhetha abaphulaphuli, kunye nokuqaliswa ngokulula iiveki ezimbini ubude. Ngeenjongo ezihlaselayo ezibekelwe ukufunyanwa kwabathengi abatsha - i-20% YOY - iqela le-Taylor Stitch lalifuna ukufumana indlela yokulinganisa imizamo yabo yokuvavanya i-ad ngaphandle kokunyusa kakhulu abasebenzi okanye iindleko.

Ngokusebenzisa UMarpipe ukwenza ngokuzenzekelayo ukwakhiwa kwe-ad kunye novavanyo, u-Taylor Stitch wakwazi ukwandisa inani leentengiso ezizodwa zokudala ukuvavanya nge-10x. Iqela ngoku linokuqalisa iimvavanyo ezimbini zokuyila ngeveki - nganye ineentengiso ezingaphezu kwama-80 ezahlukeneyo, zonke zinenjongo eyodwa yokukhangela abathengi abatsha. Esi sikali esitsha sibavumela ukuba bavavanye imigca yemveliso kunye nokwahluka kobuchule ababengenakukwazi ngaphambili. Bafumene ulwazi olothusayo, njengenyaniso yokuba abathengi abatsha banokuguquka ngokuthumela imiyalezo malunga nokuzinza kunye nomgangatho welaphu kunezaphulelo. Kwaye bona bagqwese kwiithagethi zabo zokukhula kwe-YOY ngama-50%.

Funda i-Full Marpipe Case Study