不再使用 s 字。孤岛。凭借完整的跨平台视图，一家机构为顶级技术客户带来了强大的媒体影响力
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- DISQO Ad Measurement
技术栈
- Data Analytics
- Cross-Platform Analysis
实施规模
- Enterprise-wide Deployment
影响指标
- Brand Awareness
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
适用行业
- 消费品
适用功能
- 销售与市场营销
服务
- 数据科学服务
关于客户
本案例研究中的客户是一家大型广告公司，正在为一家大型消费技术客户准备即将开展的广告活动。该广告活动将在多个平台上开展，包括桌面和移动社交平台、YouTube、电视、赞助内容和免费媒体。该机构之前曾与几乎所有提供商进行过品牌提升研究，但仍然面临着出版商和平台之间巨大的衡量差距。他们需要一个新的合作伙伴，能够提供对各种态度和行为指标的交付和影响的完整视图。该机构的目标是证明该广告活动对广告知名度、信息关联、品牌好感度、积极的品牌认知、购买可能性、网站访问量、搜索活动和实际购买行为等指标的影响。
挑战
一家大型广告公司尽管与几乎所有提供商进行了品牌提升研究，但仍面临着出版商和平台之间巨大的衡量差距。该机构正在为一家大型消费技术客户准备即将开展的广告活动，该活动将在桌面和移动社交平台（包括 YouTube）以及电视、赞助内容和免费媒体上开展。该机构需要一个新的合作伙伴来全面了解投放和影响。这种单一来源的衡量必须证明其对各种态度和行为指标的影响，包括广告知名度、信息关联、品牌好感度、积极的品牌认知、购买可能性、网站访问量、搜索活动和实际购买行为。
解决方案
该机构邀请 DISQO 开展广告测量研究，以测试广告活动的有效性。DISQO 从其专有的选择加入小组中抽取了一批在广告活动期间在线和/或电视观众的样本，并将这些样本与未接触观众的匹配对照组进行了比较。这种单一来源方法消除了合并各种数据集和方法的需要，从而提高了数据的一致性和可信度。DISQO 向其对照组和接触组成员征求意见，并将其与广告浏览量、搜索量、网站访问量和购物互动等下游行为的提升进行比较。该机构希望了解受众是否在寻找技术品牌，在购物时是否积极考虑客户的产品，以及客户是否赢得了购买。
运营影响
数量效益
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