{"id":1583,"date":"2020-08-25T13:47:37","date_gmt":"2020-08-25T13:47:37","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=1583"},"modified":"2020-08-25T13:47:37","modified_gmt":"2020-08-25T13:47:37","slug":"crazy-defense-heroes%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\/08\/crazy-defense-heroes%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":"Crazy Defense Heroes\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><\/h4>\n\n\n\n

Animoca Brands\u4ecb\u7ecd <\/h2>\n\n\n\n

Animoca Brands<\/a>\u662f\u4e00\u5bb6\u5168\u7403\u6027\u7684\u79fb\u52a8\u548c\u533a\u5757\u94fe\u6e38\u620f\u5f00\u53d1\u5546\u548c\u53d1\u5e03\u5546\uff0c\u5728\u9999\u6e2f\u3001\u7f8e\u56fd\u3001\u97e9\u56fd\u3001\u82ac\u5170\u3001\u963f\u6839\u5ef7\u548c\u6377\u514b\u5171\u548c\u56fd\u90fd\u6709\u529e\u516c\u5904\u3002Animoca Brands<\/a>\u662f\u6570\u5b57\u5a31\u4e50\u9886\u57df\u91cc\u7684\u9886\u5934\u7f8a\uff0c\u4e13\u653b\u533a\u5757\u94fe\u3001\u6e38\u620f\u5316\u548c\u4eba\u5de5\u667a\u80fd\u6280\u672f\u4ee5\u5f00\u53d1\u548c\u53d1\u5e03\u5e7f\u6cdb\u7684\u79fb\u52a8\u4ea7\u54c1\u3002 <\/p>\n\n\n\n

\u4ed6\u4eec\u9886\u5148\u7684\u539f\u521b\u4f5c\u54c1\u5305\u62ecThe Sandbox\u3001 Crazy Kings\u548cCrazy Defense Heroes<\/a>\u3002Animoca Brands<\/a>\u8fd8\u5f00\u53d1\u57fa\u4e8e\u6d41\u884c\u7684\u77e5\u8bc6\u4ea7\u6743\u4f5c\u54c1\u7684\u79fb\u52a8\u6e38\u620f\uff0c\u8fd9\u4e9b\u77e5\u8bc6\u4ea7\u6743\u4f5c\u54c1\u6709Formula 1\u00ae\u3001\u6f2b\u5a01\u3001\u52a0\u83f2\u732b\u3001\u53f2\u52aa\u6bd4\u3001Thomas & Friends\u2122\u3001\u8d85\u80fd\u6218\u58eb\u3001MotoGP\u548c\u54c6\u5566A\u68a6\u3002 <\/p>\n\n\n\n

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

Persona.ly\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\u5b9e\u9645\u4ef7\u503c\u3001\u53d1\u5c55\u548c\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.ly\u4e0eAnimoca Brands<\/a>\u5728\u5b83\u5176\u4e2d\u4e00\u6b3e\u9886\u5148\u7684\u4f5c\u54c1\u201cCrazy Defense Heroes<\/a>\u201d\u4e0a\u5408\u4f5c\uff0c\u81f4\u529b\u4e8e\u5b9e\u73b0\u5e94\u7528\u53d1\u5c55\u5e76\u83b7\u53d6\u80fd\u8fdb\u884c\u5e94\u7528\u5185\u8d2d\u4e70\u7684\u9ad8\u5ea6\u53c2\u4e0e\u7684\u7528\u6237\uff0c\u4ee5\u8fbe\u5230\u4ed6\u4eec\u7684ROAS KPI\u3002 <\/p>\n\n\n\n

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

\u6211\u4eec\u4e13\u6709\u7684\u7a0b\u5e8f\u5316DSP<\/a>\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\u4f7f\u7528\u57fa\u4e8e\u5b9e\u65f6\u8bf7\u6c42\u6570\u636e\u548c\u6765\u81ea\u6211\u4eec\u7684\u6570\u636e\u7ba1\u7406\u5e73\u53f0\uff08DMP\uff09\u7684\u805a\u5408\u6570\u636e\u7684\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\uff0c\u6211\u4eec\u8fd0\u7528\u7528\u6237\u7ea7\u522b\u7684\u76ee\u6807\u5b9a\u4f4d\u6765\u6709\u6548\u5730\u8fd0\u4f5c\u7528\u6237\u83b7\u53d6\u8425\u9500\u6d3b\u52a8\u3002\u8be5\u57fa\u7840\u67b6\u6784\u65e8\u5728\u8ba9\u6211\u4eec\u80fd\u7740\u91cd\u4e8e\u7528\u6237\u884c\u4e3a\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u5e7f\u544a\u690d\u5165\uff0c\u5b83\u8ba9\u6211\u4eec\u80fd\u591f\u534f\u52a9\u50cfAnimoca Brands<\/a>\u8fd9\u6837\u7684\u79fb\u52a8\u5e94\u7528\u5f00\u53d1\u5546\u4e3a\u5176\u6e38\u620f\u83b7\u53d6\u6700\u6709\u4ef7\u503c\u7684\u7528\u6237\u3002 <\/p>\n\n\n\n

\u5f53\u6211\u4eec\u4e8e4\u6708\u4efd\u5f00\u59cb\u5728\u65e5\u672c\u4e3aAnimoca Brands<\/a>\u7684\u201cCrazy Defense Heroes<\/a>\u201d\u5728iOS\u4e0a\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\u3002\u6211\u4eec\u4ee5\u5bf9\u591a\u79cd\u76f8\u5173\u7c7b\u578b\u2014\u2014\u5854\u9632\u3001\u7b56\u7565\u7c7b\u548c\u7eb8\u724c\u6e38\u620f\u663e\u793a\u51fa\u76f4\u63a5\u5174\u8da3\u7684\u7528\u6237\u4e3a\u76ee\u6807\u3002\u8be5\u65b9\u6cd5\u4f7f\u6211\u4eec\u83b7\u53d6\u4e86\u6709\u6bd4\u8be5\u7c7b\u578b\u901a\u5e38\u7684D1\u7559\u5b58\u7387\u9ad8\u5f97\u591a\u7684\u7528\u6237\u3002 <\/p>\n\n\n\n

\u4e4b\u540e\uff0c\u6211\u4eec\u7684\u673a\u5668\u5b66\u4e60\u6a21\u578b\u9010\u6e10\u5b66\u4f1a\u4e86\u53c2\u4e0e\u6700\u591a\u6216\u8005\u5728\u5b89\u88c5\u5f53\u5929\u5c31\u8fdb\u884c\u4e86\u8d2d\u4e70\u7684\u7528\u6237\u7684\u6a21\u5f0f\uff0c\u8fd9\u4f7f\u6211\u4eec\u80fd\u5b9a\u4f4d\u76f8\u4f3c\u7528\u6237\u5e76\u6700\u7ec8\u8d85\u8d8a\u4e86\u660e\u786e\u7684ROAS KPI\u3002\u6211\u4eec\u8fd8\u5b9e\u73b0\u4e8645\u5929\u6210\u672c\u56de\u6536\u671f\u3002 <\/p>\n\n\n\n

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

Animoca Brands\u56e2\u961f\u975e\u5e38\u914d\u5408\u4e14\u4e50\u610f\u6c9f\u901a\u3002\u4ed6\u4eec\u4e3a\u6211\u4eec\u63d0\u4f9b\u4e86\u5728\u7ade\u4e89\u6fc0\u70c8\u7684\u65e5\u672c\u5e02\u573a\u91cc\u7684\u5854\u9632\u8fd9\u4e2a\u4e13\u95e8\u7c7b\u578b\u4e0a\u5b9e\u73b0\u5e76\u8d85\u8d8a\u4ed6\u4eec\u7684ROAS KPI\u6240\u9700\u7684\u6240\u6709\u521d\u59cb\u6570\u636e\u3002 <\/p>\n Persona.ly\u7684\u6218\u7565\u5408\u4f5c\u4f19\u4f34\u5173\u7cfb\u7684\u526f\u603b\u88c1Maor Kreichman <\/cite><\/blockquote>\n\n\n

\n
\"\u6211\u4eec\u5b9e\u73b0\u4e8645\u5929\u6210\u672c\u56de\u6536\u671f\"<\/figure>\n<\/div>\n\n\n
\n

\u548cPersona.ly\u56e2\u961f\u5408\u4f5c\u975e\u5e38\u6109\u5feb\u3002\u4ed6\u4eec\u548c\u6211\u4eec\u5206\u4eab\u5e76\u8ba8\u8bba\u5b9e\u73b0\u6211\u4eec\u76ee\u6807\u7684\u8ba1\u5212\uff0c\u786e\u4fdd\u6211\u4eec\u5bf9\u6bcf\u4e00\u6b65\u90fd\u975e\u5e38\u6e05\u695a\u3002\u5728\u8425\u9500\u6d3b\u52a8\u671f\u95f4\uff0c\u4ed6\u4eec\u4e0d\u65ad\u590d\u5ba1\u5176\u8868\u73b0\uff0c\u5b9e\u65bd\u4e86\u4f18\u5316\u4ee5\u8d85\u8d8a\u6211\u4eec\u7684\u76ee\u6807ROAS\u3002 <\/p>\n Animoca Brands\u7684\u9ad8\u7ea7\u4ea7\u54c1\u52a9\u7406Cindy Kong <\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

下载PDF版本的案例研究 Animoca Brands介绍 Animoca Brands是一家全球性的移动和区块链游戏开发商和发布商，在香港、美国、韩国、芬兰、阿根廷和捷克共和国都有办公处。Animoca Brands是数字娱乐领域里的领头羊，专攻区块链、游戏化和人工智能技术以开发和发布广泛的移动产品。 他们领先的原创作品包括The Sandbox、 Crazy Kings和Crazy Defense Heroes。Animoca Brands还开发基于流行的知识产权作品的移动游戏，这些知识产权作品有Formula 1®、漫威、加菲猫、史努比、Thomas & Friends™、超能战士、MotoGP和哆啦A梦。 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实际价值、发展和广阔的市场洞察的合作伙伴。 营销活动目标 Persona.ly与Animoca Brands在它其中一款领先的作品“Crazy Defense Heroes”上合作，致力于实现应用发展并获取能进行应用内购买的高度参与的用户，以达到他们的ROAS KPI。 过程 我们专有的程序化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。使用基于实时请求数据和来自我们的数据管理平台（DMP）的聚合数据的机器学习算法，我们运用用户级别的目标定位来有效地运作用户获取营销活动。该基础架构旨在让我们能着重于用户行为，而不仅仅是广告植入，它让我们能够协助像Animoca Brands这样的移动应用开发商为其游戏获取最有价值的用户。 当我们于4月份开始在日本为Animoca Brands的“Crazy Defense Heroes”在iOS上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。我们以对多种相关类型——塔防、策略类和纸牌游戏显示出直接兴趣的用户为目标。该方法使我们获取了有比该类型通常的D1留存率高得多的用户。 之后，我们的机器学习模型逐渐学会了参与最多或者在安装当天就进行了购买的用户的模式，这使我们能定位相似用户并最终超越了明确的ROAS KPI。我们还实现了45天成本回收期。 结果 Animoca Brands团队非常配合且乐意沟通。他们为我们提供了在竞争激烈的日本市场里的塔防这个专门类型上实现并超越他们的ROAS KPI所需的所有初始数据。 Persona.ly的战略合作伙伴关系的副总裁Maor Kreichman 和Persona.ly团队合作非常愉快。他们和我们分享并讨论实现我们目标的计划，确保我们对每一步都非常清楚。在营销活动期间，他们不断复审其表现，实施了优化以超越我们的目标ROAS。 Animoca Brands的高级产品助理Cindy Kong<\/p>\n","protected":false},"author":2,"featured_media":1586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6,16,10,20],"tags":[68,102,177,183,217],"class_list":["post-1583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study","category-mobile","category-programmatic-insights","category-partners","tag-animoca-brands","tag-crazy-defense-heroes","tag-mobile-games","tag-mobile-user-acquisition","tag-programmatic-ua"],"acf":[],"yoast_head":"\nPersona.ly exceeds Animoca Brands' KPIs in a mobile campaign for Crazy Defense Heroes | Persona.ly Blog<\/title>\n<meta name=\"description\" content=\"Persona.ly's programmatic mobile user acquisition campaign for Animoca Brands' leading title "Crazy Defense Heroes" exceeded their ROAS KPIs by 70%\" \/>\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\/08\/crazy-defense-heroes\u7a0b\u5e8f\u5316\u7684\u7528\u6237\u83b7\u53d6\u6848\u4f8b\u7814\u7a76\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Persona.ly exceeds Animoca Brands' KPIs in a mobile campaign for Crazy Defense Heroes | Persona.ly Blog\" \/>\n<meta property=\"og:description\" content=\"Persona.ly's programmatic mobile user acquisition campaign for Animoca Brands' leading title "Crazy Defense Heroes" exceeded their ROAS KPIs by 70%\" \/>\n<meta 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