Mumzworld 通过增强电子商务和从 Google Analytics 导入数据，实现 300% ROAS
公司规模
Large Corporate
地区
- Middle East
- America
国家
- United Arab Emirates
- United States
产品
- Google Analytics Enhanced Ecommerce
- Analyze.ly
- Google Remarketing
技术栈
- Google Analytics
- Google Adwords
- Google Tag Manager
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Productivity Improvements
- Cost Savings
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
- 零售
- 电子商务
适用功能
- 销售与市场营销
- 商业运营
用例
- 库存管理
- 供应链可见性(SCV)
- 需求计划与预测
服务
- 数据科学服务
- 系统集成
关于客户
Mumzworld 是中东最大的母婴儿童购物网站。该公司在多个平台上投放广告，并努力通过最佳产品目录吸引消费者。该公司拥有大量用户数据，但需要更有效地利用这些数据。他们希望增加在线销售量和回头客，降低用户获取和转化成本，在渠道投资方面更加以数据为导向，并更好地管理现场库存，以降低缺货产品浏览量。
挑战
Mumzworld 是中东地区最大的母婴儿童用品购物网站，目前正面临着如何明智地花费广告费的挑战。该公司拥有大量用户数据，但需要更好地利用这些数据。他们希望增加在线销售量和回头客数量，降低用户获取和转化成本，在渠道投资方面更加以数据为导向，并更好地管理现场库存以降低缺货产品浏览量。为了寻求帮助，Mumzworld 向 InfoTrust 求助，InfoTrust 是一家专门从事电子商务数据集成的 Google Analytics 认证合作伙伴。
解决方案
Mumzworld 和 InfoTrust 团队首先实施了 Google Analytics 增强型电子商务。产品和渠道的自定义数据属性有助于显示除带来最大利润的渠道之外的结果。例如，Mumzworld 为用户看到的缺货产品设置了一个自定义指标。通过将这些浏览量与其他数据（如添加到购物车操作）进行比较，Mumzworld 库存团队可以快速决定补货哪些产品。这有助于他们确保消费者始终可以买到顶级品牌。InfoTrust 使用 Analyze.ly 连接多个数据源，尤其是非 Google 渠道。这使得将多个渠道的成本数据上传到 Google Analytics 变得非常容易。突然间，团队可以看到其所有广告平台的每次点击回报率 (RPC) 和广告支出回报率 (ROAS) 等指标。借助来自增强型电子商务和渠道成本集成的更多数据，InfoTrust 构建了自定义仪表板和报告，以显示 Mumzworld 表现最佳的利润渠道，而不仅仅是收入。基于 ROAS 的广告系列和关键字优化帮助公司最大限度地提高了利润。
运营影响
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