{"id":1357,"date":"2020-02-12T08:02:54","date_gmt":"2020-02-12T08:02:54","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=1357"},"modified":"2020-02-12T08:02:55","modified_gmt":"2020-02-12T08:02:55","slug":"clipwire-games%e7%9a%84bingo-story%e7%a8%8b%e5%ba%8f%e5%8c%96%e7%9a%84%e7%94%a8%e6%88%b7%e8%8e%b7%e5%8f%96%e6%a1%88%e4%be%8b%e7%a0%94%e7%a9%b6-2","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2020\/02\/clipwire-games%e7%9a%84bingo-story%e7%a8%8b%e5%ba%8f%e5%8c%96%e7%9a%84%e7%94%a8%e6%88%b7%e8%8e%b7%e5%8f%96%e6%a1%88%e4%be%8b%e7%a0%94%e7%a9%b6-2\/","title":{"rendered":"Clipwire Games\u7684Bingo Story\u2122\u7a0b\u5e8f\u5316\u7684\u7528\u6237\u83b7\u53d6\u6848\u4f8b\u7814\u7a76"},"content":{"rendered":"\n
\u4e0b\u8f7dPDF\u7248\u672c\u7684\u6848\u4f8b\u7814\u7a76 <\/a><\/h5>\n\n\n\n

Persona.ly\u4ecb\u7ecd <\/h2>\n\n\n\n

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Clipwire Games\u4ecb\u7ecd <\/h2>\n\n\n\n

Clipwire\u662f\u52a0\u62ff\u5927\u53d1\u5c55\u6700\u8fc5\u901f\u7684\u79fb\u52a8\u89c6\u9891\u6e38\u620f\u516c\u53f8\u4e4b\u4e00\u3002\u516c\u53f8\u4e8e2009\u5e74\u5728\u591a\u4f26\u591a\u6210\u7acb\uff0c\u4ee5\u5f3a\u5927\u7684\u4ef7\u503c\u3001\u804c\u4e1a\u9053\u5fb7\u4ee5\u53ca\u667a\u80fd\u6210\u957f\u4e3a\u57fa\u7840\u3002\u5728Clipwire\uff0c\u4ed6\u4eec\u6bcf\u5929\u90fd\u52aa\u529b\u5de5\u4f5c\u3001\u6109\u5feb\u4eab\u53d7\u3001\u521b\u65b0\u5e76\u4e0d\u65ad\u5347\u7ea7\u3002\u5c31\u5176\u6e38\u620f\u5f00\u53d1\u800c\u8a00\uff0c\u4ed6\u4eec\u5f00\u53d1\u4e86\u4e00\u5957\u9ad8\u5229\u6da6\u7684\u6e38\u620f\u5e76\u6bcf\u5929\u90fd\u5728\u4e0d\u65ad\u5730\u4e3a\u5176\u7528\u6237\u6539\u5584\u53ca\u6539\u8fdb\u8fd9\u4e9b\u6e38\u620f\u3002 <\/p>\n\n\n\n

\"Clipwire<\/figure><\/div>\n\n\n\n

\u8425\u9500\u6d3b\u52a8\u76ee\u6807 <\/h2>\n\n\n\n

Clipwire Games\u81f4\u529b\u4e8e\u4e3a\u5176\u4f5c\u54c1\u201cBingo Story\u201d\u9ad8\u6548\u5730\u6269\u5927\u7528\u6237\u83b7\u53d6\uff0c\u56e0\u8be5\u4f5c\u54c1\u4ece\u5e7f\u544a\u548c\u5e94\u7528\u5185\u8d2d\u4e70\u90fd\u4ea7\u751f\u6536\u76ca\u800c\u5fd7\u5728\u9488\u5bf9\u5b58\u5165\u548cROAS\u83b7\u53d6\u9ad8\u7559\u5b58\u7387\u4ee5\u53ca\u9ad8\u8f6c\u5316\u7387\u7684\u7528\u6237\u3002 <\/p>\n\n\n\n

\u8fc7\u7a0b <\/h2>\n\n\n\n

\u6211\u4eec\u5185\u90e8\u7684\u7a0b\u5e8f\u5316DSP\u5bf9\u63a5\u4e86\u6240\u6709\u4e3b\u6d41\u7684SSP\uff0c\u80fd\u591f\u6bcf\u79d2\u5904\u7406\u8d85\u8fc750\u4e07\u4e2a\u5e94\u7528\u5185\u5e93\u5b58\u5e7f\u544a\u8bf7\u6c42\u3002\u6211\u4eec\u8fd0\u7528\u57fa\u4e8e\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u3001\u5b9e\u65f6\u8bf7\u6c42\u6570\u636e\u4ee5\u53ca\u6765\u81ea\u6211\u4eec\u6570\u636e\u7ba1\u7406\u5e73\u53f0\uff08DMP\uff09\u7684\u805a\u5408\u6570\u636e\u7684\u7528\u6237\u7ea7\u522b\u7684\u76ee\u6807\u5b9a\u4f4d\uff0c\u6709\u6548\u5730\u8fd0\u4f5c\u7528\u6237\u83b7\u53d6\u548c\u8bbf\u5ba2\u627e\u56de\u8425\u9500\u6d3b\u52a8\u3002\u8be5\u57fa\u7840\u67b6\u6784\u65e8\u5728\u8ba9\u6211\u4eec\u80fd\u7740\u91cd\u4e8e\u7528\u6237\u4e2a\u4eba\u8d44\u6599\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u5e7f\u544a\u690d\u5165\uff0c\u5b83\u8ba9\u6211\u4eec\u80fd\u591f\u534f\u52a9\u50cfClipwire\u8fd9\u6837\u7684\u79fb\u52a8\u6e38\u620f\u5f00\u53d1\u5546\u4e3a\u5176\u6e38\u620f\u83b7\u53d6\u6700\u6709\u4ef7\u503c\u7684\u5ba2\u6237\u3002 <\/p>\n\n\n\n

\u5f53\u6211\u4eec\u4e8e7\u6708\u4efd\u5f00\u59cb\u5728 iOS\u548cAndroid\u4e0a\u4e3aClipwire\u7684\u201cBingo Story\u201d\u8fd0\u4f5c\u7528\u6237\u83b7\u53d6\u8425\u9500\u6d3b\u52a8\u65f6\uff0c\u6211\u4eec\u6700\u521d\u7684\u65b9\u6cd5\u662f\u6839\u636e\u610f\u5411\u8fdb\u884c\u76ee\u6807\u5b9a\u4f4d<\/strong>\u2014\u2014\u4ee5\u5bf9Bingo\u7c7b\u578b\u6709\u76f4\u63a5\u5174\u8da3\u7684\u7528\u6237\u4e3a\u76ee\u6807\u3002\u8be5\u65b9\u6cd5\u5728\u4ea7\u751f\u9ad8IPM\uff08\u5c55\u73b0\u5b89\u88c5\u7387\uff09\u4ee5\u53ca\u5feb\u901f\u6ee1\u8db3\u660e\u786e\u7684ROAS KPI\u4e24\u65b9\u9762\u90fd\u83b7\u5f97\u4e86\u65e9\u671f\u6210\u529f\u3002 <\/p>\n\n\n\n

\u968f\u7740\u6211\u4eec\u7684\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u5f00\u59cb\u4ee5\u4ece\u50cfMahjong\u3001Solitare\u548cSocial Casino\u8fd9\u6837\u7684\u5b50\u7c7b\u578b\u4ee5\u53ca\u76f8\u5173\u7c7b\u578b\u5df2\u4ea7\u751f\u7684\u7528\u6237\u7684\u76f8\u4f3c\u4eba\u7fa4\u7528\u6237\u4e3a\u76ee\u6807\uff0c\u8be5\u65e9\u671f\u6210\u529f\u4f7f\u5f97\u6211\u4eec\u80fd\u5feb\u901f\u5730\u6269\u5c55\u5e76\u6269\u5927\u8425\u9500\u6d3b\u52a8\u7684\u89c4\u6a21\u3002 <\/p>\n\n\n\n

\u7ed3\u679c <\/h2>\n\n\n\n
\"Bingo<\/figure><\/div>\n\n\n\n

Clipwire\u7684\u8425\u9500\u6d3b\u52a8\u4ece\u4e00\u5f00\u59cb\u5c31\u8fdb\u884c\u5f97\u5f88\u597d\uff0c\u4ed6\u4eec\u4e3a\u6211\u4eec\u63d0\u4f9b\u4e86\u6210\u529f\u6240\u9700\u7684\u6570\u636e\uff0c\u6211\u4eec\u5f88\u5feb\u5c31\u8fbe\u5230\u4e86\u4ed6\u4eec\u7684\u671f\u671b\uff0c\u5e76\u4e3a\u4ed6\u4eec\u63d0\u4f9b\u4e86\u529b\u4e89\u8c0b\u6c42\u7684\u8425\u9500\u6d3b\u52a8\u7ed3\u679c\u3002 <\/p> Persona.ly\u7684RTB\u4ea7\u54c1\u7ecf\u7406Joseph Iris <\/cite><\/blockquote>\n\n\n\n

\u4e0ePersona.ly\u5408\u4f5c\u4e00\u76f4\u662f\u4e00\u79cd\u4eab\u53d7\u3002\u4ed6\u4eec\u7684\u56e2\u961f\u53cd\u5e94\u7075\u654f\u4e14\u7531\u6570\u636e\u9a71\u52a8\u3002\u4ed6\u4eec\u7684\u4eea\u8868\u677f\u548c\u62a5\u544a\u5de5\u5177\u6613\u4e8e\u4f7f\u7528\u3002\u6211\u4eec\u5f88\u5feb\u5c31\u901a\u8fc7\u4ed6\u4eec\u7684\u8425\u9500\u6d3b\u52a8\u83b7\u5f97\u4e86\u8fbe\u5230\u6211\u4eec\u76ee\u6807\u7684\u5b89\u88c5\u3002 <\/p> Clipwire Games\u7684\u53d1\u5c55\u4e3b\u7ba1Cameron Micomonaco <\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

下载PDF版本的案例研究 Persona.ly介绍 Persona.ly是一家技术产品公司，致力于为品牌和应用开发商推进移动用户获取，在全球范围内运作并以美国、韩国、日本、俄罗斯、东南亚和印度市场为主。我们使用专有的竞价器和机器学习算法，提供透明的、基于性能的、高精准的应用安装和访客找回的方案。 Persona.ly努力追求的不是简单的合作，而是为事业多向发展协助提供真正的价值、发展以及广阔的市场洞察的合作伙伴 Clipwire Games介绍 Clipwire是加拿大发展最迅速的移动视频游戏公司之一。公司于2009年在多伦多成立，以强大的价值、职业道德以及智能成长为基础。在Clipwire，他们每天都努力工作、愉快享受、创新并不断升级。就其游戏开发而言，他们开发了一套高利润的游戏并每天都在不断地为其用户改善及改进这些游戏。 营销活动目标 Clipwire Games致力于为其作品“Bingo Story”高效地扩大用户获取，因该作品从广告和应用内购买都产生收益而志在针对存入和ROAS获取高留存率以及高转化率的用户。 过程 我们内部的程序化DSP对接了所有主流的SSP，能够每秒处理超过50万个应用内库存广告请求。我们运用基于机器学习算法、实时请求数据以及来自我们数据管理平台（DMP）的聚合数据的用户级别的目标定位，有效地运作用户获取和访客找回营销活动。该基础架构旨在让我们能着重于用户个人资料，而不仅仅是广告植入，它让我们能够协助像Clipwire这样的移动游戏开发商为其游戏获取最有价值的客户。 当我们于7月份开始在 iOS和Android上为Clipwire的“Bingo Story”运作用户获取营销活动时，我们最初的方法是根据意向进行目标定位——以对Bingo类型有直接兴趣的用户为目标。该方法在产生高IPM（展现安装率）以及快速满足明确的ROAS KPI两方面都获得了早期成功。 随着我们的机器学习算法开始以从像Mahjong、Solitare和Social Casino这样的子类型以及相关类型已产生的用户的相似人群用户为目标，该早期成功使得我们能快速地扩展并扩大营销活动的规模。 结果 Clipwire的营销活动从一开始就进行得很好，他们为我们提供了成功所需的数据，我们很快就达到了他们的期望，并为他们提供了力争谋求的营销活动结果。 Persona.ly的RTB产品经理Joseph Iris 与Persona.ly合作一直是一种享受。他们的团队反应灵敏且由数据驱动。他们的仪表板和报告工具易于使用。我们很快就通过他们的营销活动获得了达到我们目标的安装。 Clipwire Games的发展主管Cameron Micomonaco<\/p>\n","protected":false},"author":4,"featured_media":1340,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[297,23,6,157],"tags":[324,326,322],"acf":[],"yoast_head":"\nClipwire Games' Programmatic User Acquisition Case Study | Persona.ly - The Weekly Retention<\/title>\n<meta name=\"description\" content=\"How Clipwire Games acquired users with high retention rates and high conversion rates towards deposits and ROAS for their title \u201cBingo Story\u201d using Persona.ly\u2019s programmatic DSP\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.ly\/blog\/zh\/2020\/02\/clipwire-games\u7684bingo-story\u7a0b\u5e8f\u5316\u7684\u7528\u6237\u83b7\u53d6\u6848\u4f8b\u7814\u7a76-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Clipwire Games' Programmatic User Acquisition Case Study | Persona.ly - The Weekly Retention\" \/>\n<meta property=\"og:description\" content=\"How Clipwire Games acquired users with high retention rates and high conversion rates towards deposits and ROAS for their title \u201cBingo Story\u201d using Persona.ly\u2019s programmatic DSP\" \/>\n<meta property=\"og:url\" content=\"https:\/\/persona.ly\/blog\/zh\/2020\/02\/clipwire-games\u7684bingo-story\u7a0b\u5e8f\u5316\u7684\u7528\u6237\u83b7\u53d6\u6848\u4f8b\u7814\u7a76-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Persona.ly - 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