Google Cloud Platform > 实例探究 > Bonnier Publications:利用数据和 BigQuery 改变媒体行业

Bonnier Publications:利用数据和 BigQuery 改变媒体行业

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技术
  • 分析与建模 - 机器学习
  • 传感器 - 温度传感器
适用行业
  • 消费品
  • 电网
适用功能
  • 销售与市场营销
用例
  • 预测性维护
  • 实时定位系统 (RTLS)
服务
  • 云规划/设计/实施服务
  • 数据科学服务
关于客户
Bonnier Publications 是一家总部位于哥本哈根的媒体公司,主要专注于北欧市场的特殊兴趣媒体。他们拥有忠实的读者群,他们的成功取决于读者群,B2C 业务占收入的 75%。
挑战
邦尼尔出版社需要将其商业模式从印刷转向数字,以便在不断萎缩的杂志行业中生存和发展。他们设定了六个月的期限来实现这一目标,并向 Google Cloud 寻求帮助。
解决方案
Bonnier 与 IIH Nordic 合作,在 Google Cloud 的 BigQuery 平台上构建机器学习算法。该算法利用 BigQuery 的强大功能对消费者行为进行建模,并提供每个客户的 360 度视图。 Bonnier 使用该算法将客户数据输入 BigQuery 数据湖,使他们能够更好地了解客户的旅程。
运营影响
  • The transformation journey to BigQuery involved all departments at Bonnier, including marketing, editorial, digital, and advertising, which met every week in cross-functional teams. This was made possible by an easy-to-learn Google Cloud console interface that empowered employees to bring unique strengths to a transformative collaboration, enhancing motivation and team ethos. Adopting BigQuery and the entire Google Cloud suite of machine learning and analytics tools allowed Bonnier to leapfrog larger publishers in harnessing consumer data to grow in a challenging media environment. This projected an aura of dynamism that enabled Bonnier to acquire premium tech talent to take its digital transformation to the next level. With world-class data analytics up and running, the next step for Bonnier is a fully personalized ecommerce shop that offers visitors custom-made interaction depending on their history.

数量效益
  • Doubled checkout conversion with data overhaul completed in just six months

  • Maintained new subscription rate while reducing banners by 90%

  • Acquired 50,000 new subscribers across all brands, against a 25,000 KPI

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