{"id":1523,"date":"2020-06-09T13:23:17","date_gmt":"2020-06-09T13:23:17","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=1523"},"modified":"2022-12-22T15:10:11","modified_gmt":"2022-12-22T15:10:11","slug":"gamepoint-bingo%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","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2020\/06\/gamepoint-bingo%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\/","title":{"rendered":"GamePoint Bingo\u7a0b\u5e8f\u5316\u7684\u7528\u6237\u83b7\u53d6\u6848\u4f8b\u7814\u7a76"},"content":{"rendered":"\n

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GamePoint\u4ecb\u7ecd <\/h2>\n\n\n\n

GamePoint<\/a>\u662f\u4e16\u754c\u4e0a\u6700\u5927\u7684\u793e\u4ea4\u6e38\u620f\u5f00\u53d1\u5546\u4e4b\u4e00\u3002\u5b83\u6bcf\u4e2a\u6708\u90fd\u6b22\u8fce1\u767e\u4e07\u4e2a\u5355\u72ec\u7528\u6237\u5728Web\u3001Facebook\u4ee5\u53ca\u624b\u673a\u79fb\u52a8\u4e0a\u7684\u52a0\u5165\u3002\u4ed6\u4eec\u7684\u67d0\u4e9b\u6e38\u620f\u8dfb\u8eab\u5168\u7403\u76c8\u5229\u6700\u9ad8\u7684100\u4e2a\u6e38\u620f\u4e4b\u5217\u3002\u56e0\u5176\u72ec\u7279\u7684\u793e\u4ea4\u6027\u80fd\uff0c\u7528\u6237\u5e73\u5747\u6bcf\u5929\u73a9120\u5206\u949f\u3002\u4ed6\u4eec\u7684\u9876\u7ea7\u6e38\u620f\u662fGamePoint Bingo<\/a>\u548cRoyalDice<\/a>\u3002 <\/p>\n\n\n\n

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

Persona.ly<\/a>\u662f\u4e00\u5bb6\u6280\u672f\u4ea7\u54c1\u516c\u53f8\uff0c\u81f4\u529b\u4e8e\u4e3a\u54c1\u724c\u548c\u5e94\u7528\u5f00\u53d1\u5546\u63a8\u52a8\u79fb\u52a8\u7528\u6237\u83b7\u53d6<\/a>\uff0c\u5728\u5168\u7403\u8303\u56f4\u5185\u8fd0\u4f5c\u5e76\u4ee5\u7f8e\u56fd\u3001\u97e9\u56fd\u3001\u65e5\u672c\u3001\u4fc4\u7f57\u65af\u3001\u4e1c\u5357\u4e9a\u548c\u5370\u5ea6\u5e02\u573a\u4e3a\u4e3b\u3002\u6211\u4eec\u4f7f\u7528\u4e13\u6709\u7684\u7ade\u4ef7\u5668\u548c\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\uff0c\u63d0\u4f9b\u900f\u660e\u7684\u3001\u57fa\u4e8e\u6027\u80fd\u7684\u3001\u9ad8\u7cbe\u51c6\u7684\u7528\u6237\u83b7\u53d6\u548c\u8bbf\u5ba2\u627e\u56de\u89e3\u51b3\u65b9\u6848<\/a>\u3002 <\/p>\n\n\n\n

Persona.ly\u52aa\u529b\u8ffd\u6c42\u7684\u4e0d\u4ec5\u4ec5\u662f\u7b80\u5355\u7684\u5408\u4f5c\uff0c\u800c\u662f\u6210\u4e3a\u4e3a\u4e8b\u4e1a\u591a\u5411\u53d1\u5c55\u534f\u52a9\u63d0\u4f9b\u771f\u6b63\u7684\u4ef7\u503c\u3001\u53d1\u5c55\u4ee5\u53ca\u5e7f\u9614\u7684\u5e02\u573a\u6d1e\u5bdf\u7684\u5408\u4f5c\u4f19\u4f34\u3002 <\/p>\n\n\n\n

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

Persona.<\/a>ly\u4e0eGamePoint\u5728\u2018GamePoint Bingo\u2019\u4e0a\u5408\u4f5c\uff0c\u8fd9\u6b3e\u6e38\u620f\u4e0d\u4ec5\u4ec5\u662f\u5176\u9886\u5934\u4f5c\u54c1\uff0c\u8fd8\u662f\u76ee\u524d\u6700\u5927\u7684Bingo\u4f5c\u54c1\u4e4b\u4e00\u3002\u5408\u4f5c\u65e8\u5728\u901a\u8fc7\u83b7\u53d6\u6709\u9ad8\u7559\u5b58\u7387\u7684\u53c2\u4e0e\u7528\u6237\u6765\u6269\u5927\u5176\u73b0\u6709\u7684\u7528\u6237\u7fa4\u2014\u2014\u76ee\u6807\u662f\u5728\u6269\u5c55\u7684\u540c\u65f6\u7ef4\u6301\u6709\u7ade\u4e89\u529b\u7684eCPI\u548c\u7559\u5b58\u76ee\u6807\u3002<\/p>\n\n\n\n

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

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\u5f53\u6211\u4eec\u53bb\u5e74\u5f00\u59cb\u8ba8\u8bba\u4e3a\u201cGamePoint Bingo\u201d\u8fd0\u4f5c\u7528\u6237\u83b7\u53d6\u8425\u9500\u6d3b\u52a8\u65f6\uff0c\u4ed6\u4eec\u7684\u56e2\u961f\u5bf9\u4e8e\u6211\u4eec\u9700\u8981\u6b64\u6570\u636e\u4ee5\u83b7\u5f97\u6210\u529f\u65b9\u9762\u975e\u5e38\u914d\u5408\u548c\u7406\u89e3\u3002\u8fd9\u8ba9\u6211\u4eec\u5728\u8425\u9500\u6d3b\u52a8\u4e0a\u7ebf\u7684\u7b2c\u4e00\u5468\u91cc\u5728\u4e24\u4e2a\u5e73\u53f0\u4e0a\u90fd\u8fbe\u5230\u4e86eCPI KPI\u3002 <\/p>\n\n\n\n

\u4e3a\u4e86\u8fdb\u4e00\u6b65\u6539\u8fdb\u6211\u4eec\u7684\u7559\u5b58\u7387\uff0c\u6211\u4eec\u4f7f\u7528\u4e86\u4e13\u6709\u7684\u5e74\u9f84\u548c\u6027\u522b\u9884\u6d4b\u7b97\u6cd5<\/strong>\u6765\u8fdb\u4e00\u6b65\u7b5b\u9009\u76ee\u6807\u53d7\u4f17\uff0c\u5e76\u6839\u636e\u4ed6\u4eec\u7684\u6027\u522b\u504f\u5411\u4e0d\u540c\u5e74\u9f84\u7ec4\u91cc\u7684\u7528\u6237\u3002\u6b64\u989d\u5916\u7684\u96c6\u4e2d\u5173\u6ce8\u8ba9\u6211\u4eec\u5728\u7ef4\u6301\u5065\u5eb7\u7684\u7559\u5b58\u7387\u7684\u540c\u65f6\u80fd\u63d0\u9ad8\u6211\u4eec\u7684\u7ade\u4ef7\u4ee5\u53ca\u83b7\u5f97\u66f4\u9ad8\u7684\u6269\u5c55\uff0c\u5e76\u4e14\u6700\u7ec8\u8fd8\u4ea7\u751f\u4e86\u9ad8ROAS\u7387\uff0c\u5373\u4f7f\u5b83\u539f\u672c\u4e0d\u662f\u4e3b\u8981\u7684KPI\uff0c\u8fd9\u6e05\u695a\u5730\u663e\u793a\u4e86\u968f\u7740\u65f6\u95f4\u7684\u63a8\u79fb\uff0c\u6211\u4eec\u7684\u6a21\u578b\u80fd\u591f\u5b9a\u4f4d\u6709\u66f4\u5f3a\u610f\u56fe\u4ed8\u8d39\u7684\u7528\u6237\u3002 <\/p>\n\n\n\n

\n

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\u7ed3\u679c <\/h2>\n\n\n\n

\u4ee5\u4e0b\u662fPersona.ly\u548c\u5176\u4ed6\u5728Android\u4e0a\u9488\u5bf9\u8bbe\u5b9a\u7684\u76ee\u6807\u4e3aGamePoint Bingo\u8fd0\u4f5c\u7528\u6237\u83b7\u53d6\u7684DSP\u57282020\u5e743\u6708\u671f\u95f4\u7684\u8868\u73b0\u5bf9\u6bd4\uff1a <\/p>\n\n\n

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

\u5728\u4ee5\u4e0a\u56fe\u8868\u91cc\u53ef\u4ee5\u770b\u5230\uff0cPersona.ly<\/strong>\u80fd\u591f\u4ee5\u6bd4\u76ee\u6807eCPI\u4f4e23%\u7684\u6210\u672c<\/strong>\u8d85\u8d8aKPI\u5e76\u4e14\u4ea4\u4ed8\u7528\u6237\uff0c\u800c\u5e73\u5747DSP<\/a>\u57fa\u51c6<\/strong>\u6ca1\u6709\u8fbe\u5230KPI\uff0c\u5e76\u4e14\u5b9e\u9645\u4e0a\u663e\u793a\u4e86\u6bd4\u76ee\u6807eCPI\u9ad845%\u7684\u6210\u672c<\/strong>\u3002 <\/p>\n\n\n\n

Persona.ly\u548c\u5176\u4ed6DSP\u7684\u7559\u5b58\u7387\u90fd\u5728\u540c\u4e00\u6c34\u5e73\uff0c\u8fd9\u610f\u5473\u7740Persona.ly\u63d0\u4f9b\u4e86\u76f8\u540c\u8d28\u91cf\u7684\u7528\u6237\uff0c\u4f46\u6210\u672c\u5374\u4f4e\u5f97\u591a\u3002<\/strong><\/p>\n\n\n\n

\u4ee5\u4e0b\u662fPersona.ly\u548c\u5176\u4ed6DSP\u57282020\u5e743\u6708\u671f\u95f4\u5728iOS\u4e0a\u4e3aGamePoint Bingo\u5c31ROAS\u548ceCPI\u800c\u8a00\u4e4b\u95f4\u7684\u6bd4\u8f83\uff1a <\/p>\n\n\n

\n
\"eCPI
\u5728\u4ee5\u4e0a\u8868\u91cc\u53ef\u4ee5\u770b\u5230\uff0cPersona.ly\u80fd\u591f\u4ee5\u4f4e10%\u7684\u6210\u672c\u83b7\u53d6\u7528\u6237\uff0c\u540c\u65f6\u751f\u6210\u7684ROAS\u63d0\u9ad8\u4e8680%\u4ee5\u4e0a\u3002<\/em> <\/figcaption><\/figure><\/div>\n\n\n

Persona.ly\u80fd\u591f\u4ee5\u66f4\u4f4e\u7684\u6210\u672c\u4e3aGamePoint\u63d0\u4f9b\u4e86\u591a\u5f88\u591a\u7684\u53ef\u76c8\u5229\u7528\u6237\u3002<\/strong><\/p>\n\n\n\n

\n

\u201c\u4e0eGamePoint\u7684\u56e2\u961f\u5408\u4f5c\u4e00\u76f4\u975e\u5e38\u6109\u5feb\uff0c\u4ed6\u4eec\u7684\u8010\u5fc3\u4ee5\u53ca\u5728\u5408\u4f5c\u4e0a\u7684\u5766\u7387\u4f7f\u6211\u4eec\u5728\u51e0\u8f6e\u77ed\u6682\u7684\u5b9a\u4f4d\u4e0d\u540c\u7684\u76f8\u4f3c\u53d7\u4f17\u4eba\u7fa4\u7684\u8fed\u4ee3\u540e\u5c31\u8d85\u8d8a\u4e86eCPI\u76ee\u6807\uff0c\u5e76\u4e14\u6211\u4eec\u5feb\u901f\u5730\u53d1\u5c55\u4e86\u6211\u4eec\u7684\u5408\u4f5c\u4f19\u4f34\u5173\u7cfb\u4ee5\u8986\u76d6\u66f4\u591a\u7684\u5e73\u53f0\u548c\u5e02\u573a\u3002\u201d <\/p>\n Persona.ly\u7684RTB\u4ea7\u54c1\u9886\u961fJoseph Iris <\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

下载PDF版本的案例研究 GamePoint介绍 GamePoint是世界上最大的社交游戏开发商之一。它每个月都欢迎1百万个单独用户在Web、Facebook以及手机移动上的加入。他们的某些游戏跻身全球盈利最高的100个游戏之列。因其独特的社交性能，用户平均每天玩120分钟。他们的顶级游戏是GamePoint Bingo和RoyalDice。 在GamePoint，他们培养来自世界各地的技艺高超、有才华的团队成员。自1998年成立以来，他们一直在打造一家这样的公司，在那里他们承担风险并实现梦想。而他们一起为全球数百万玩家带来趣味和娱乐！ 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动移动用户获取，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、高精准的用户获取和访客找回解决方案。 Persona.ly努力追求的不仅仅是简单的合作，而是成为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。 营销活动目标 Persona.ly与GamePoint在‘GamePoint Bingo’上合作，这款游戏不仅仅是其领头作品，还是目前最大的Bingo作品之一。合作旨在通过获取有高留存率的参与用户来扩大其现有的用户群——目标是在扩展的同时维持有竞争力的eCPI和留存目标。 过程 为了能为诸如‘GamePoint Bingo’这样的作品有效地获取用户而无需在我们自行收集数据同时在数月里谨慎地支出，我们让我们的合作伙伴分享他们的第一方数据——一份其参与最多用户的种子名单，以及一份禁止名单以便不在现有用户上竞价。两者都能让我们通过使用来自我们数据管理平台（DMP）的数据针对这些用户的属性而建模，从而建立有效的相似受众人群。 用户级别的目标定位旨在让我们能根据用户个人资料，而不仅仅是广告植入来把精力放在目标定位上，这使我们能协助诸如GamePoint这样的移动游戏开发商为他们的游戏获取最有价值的用户，而无论我们在何处让他们接触应用。这个顾及数百个用户级别和与拍卖有关的属性的数据激活是我们产品的核心。 当我们去年开始讨论为“GamePoint Bingo”运作用户获取营销活动时，他们的团队对于我们需要此数据以获得成功方面非常配合和理解。这让我们在营销活动上线的第一周里在两个平台上都达到了eCPI KPI。 为了进一步改进我们的留存率，我们使用了专有的年龄和性别预测算法来进一步筛选目标受众，并根据他们的性别偏向不同年龄组里的用户。此额外的集中关注让我们在维持健康的留存率的同时能提高我们的竞价以及获得更高的扩展，并且最终还产生了高ROAS率，即使它原本不是主要的KPI，这清楚地显示了随着时间的推移，我们的模型能够定位有更强意图付费的用户。 “与Persona.ly合作地非常好，他们着手于以高效的方式达成预先设置的KPI’s，除此之外，他们对任何请求都响应地非常快。我们建立起来的这种信任使得我们和他们一起推广我们作品集里更多的游戏。” GamePoint的用户获取的Mirko Bertoletti 结果 以下是Persona.ly和其他在Android上针对设定的目标为GamePoint Bingo运作用户获取的DSP在2020年3月期间的表现对比： 在以上图表里可以看到，Persona.ly能够以比目标eCPI低23%的成本超越KPI并且交付用户，而平均DSP基准没有达到KPI，并且实际上显示了比目标eCPI高45%的成本。 Persona.ly和其他DSP的留存率都在同一水平，这意味着Persona.ly提供了相同质量的用户，但成本却低得多。 以下是Persona.ly和其他DSP在2020年3月期间在iOS上为GamePoint Bingo就ROAS和eCPI而言之间的比较： Persona.ly能够以更低的成本为GamePoint提供了多很多的可盈利用户。 “与GamePoint的团队合作一直非常愉快，他们的耐心以及在合作上的坦率使我们在几轮短暂的定位不同的相似受众人群的迭代后就超越了eCPI目标，并且我们快速地发展了我们的合作伙伴关系以覆盖更多的平台和市场。” Persona.ly的RTB产品领队Joseph Iris<\/p>\n","protected":false},"author":8,"featured_media":1498,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[297,23,6,24],"tags":[703,705,274,322],"acf":[],"yoast_head":"\nGamePoint Bingo Programmatic UA Case Study | Persona.ly - 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