{"id":1667,"date":"2020-09-24T11:54:54","date_gmt":"2020-09-24T11:54:54","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=1667"},"modified":"2022-12-22T14:21:18","modified_gmt":"2022-12-22T14:21:18","slug":"kefir%e8%81%94%e5%90%88persona-ly%e8%bf%90%e4%bd%9c%e7%94%b1%e8%af%ad%e5%a2%83%e5%86%85%e5%ae%b9%e9%a9%b1%e5%8a%a8%e7%9a%84%e9%99%90%e5%88%b6%e5%b9%bf%e5%91%8a%e8%b7%9f%e8%b8%aa%ef%bc%88lat%ef%bc%89","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2020\/09\/kefir%e8%81%94%e5%90%88persona-ly%e8%bf%90%e4%bd%9c%e7%94%b1%e8%af%ad%e5%a2%83%e5%86%85%e5%ae%b9%e9%a9%b1%e5%8a%a8%e7%9a%84%e9%99%90%e5%88%b6%e5%b9%bf%e5%91%8a%e8%b7%9f%e8%b8%aa%ef%bc%88lat%ef%bc%89\/","title":{"rendered":"Kefir!\u8054\u5408Persona.ly\u8fd0\u4f5c\u7531\u8bed\u5883\u5185\u5bb9\u9a71\u52a8\u7684\u9650\u5236\u5e7f\u544a\u8ddf\u8e2a\uff08LAT\uff09\u7528\u6237\u83b7\u53d6\u8425\u9500\u6d3b\u52a8\uff0cFTD\u5f97\u5230\u589e\u957f"},"content":{"rendered":"\n

\u4e0b\u8f7dPDF\u7248\u672c\u7684\u6848\u4f8b\u7814\u7a76<\/a><\/h4>\n\n\n\n

Kefir!\u4ecb\u7ecd <\/strong><\/h2>\n\n\n\n

Kefir<\/a>!\u662f\u4e00\u5bb6\u6e38\u620f\u5f00\u53d1\u5de5\u4f5c\u5ba4\uff0c\u56e0\u5176\u70ed\u95e8\u6e38\u620fLast Day on Earth<\/a>\u3001Grim Soul\u3001Turyaga\u3001Metro 2033\u3001Eastern Front\u7b49\u7b49\u800c\u95fb\u540d\u3002\u4ed6\u4eec\u7684\u738b\u724c\u9879\u76ee\u4f4d\u5c45\u5168\u4e16\u754c\u4e0d\u540c\u56fd\u5bb6\u7684\u6392\u884c\u699c\u699c\u9996\uff0c\u6709\u8d85\u8fc72.5\u4ebf\u6b21\u4e0b\u8f7d\u3002\u4ed6\u4eec\u5236\u4f5c\u6e38\u620f\uff0c\u56e0\u4e3a\u4ed6\u4eec\u662f\u73a9\u5bb6\u3002\u4ed6\u4eec\u8bbe\u7acb\u6709\u6311\u6218\u6027\u7684\u4efb\u52a1\uff0c\u5e76\u521b\u9020\u4ed6\u4eec\u81ea\u5df1\u4e5f\u60f3\u73a9\u7684\u6e38\u620f\u3002 <\/p>\n\n\n\n

Persona.<\/a>ly Intro <\/strong><\/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 <\/strong><\/h2>\n\n\n\n

Persona.ly<\/a>\u4e0eKefir<\/a>!\u4e00\u8d77\u5408\u4f5c\uff0c\u5728\u4e24\u4e2a\u5e73\u53f0\u4e0a\u4e3aKefir<\/a>!\u7684\u9886\u5148\u4f5c\u54c1\u201cLast Day on Earth<\/a>\u201d\u5728\u7f8e\u56fd\u3001\u5fb7\u56fd\u3001\u82f1\u56fd\u3001\u52a0\u62ff\u5927\u548c\u97e9\u56fd\u8fdb\u884c\u8bbf\u5ba2\u627e\u56de\u8425\u9500\u6d3b\u52a8\uff0c\u76ee\u6807\u662f\u91cd\u65b0\u4e92\u52a8\u4e0d\u6d3b\u8dc3\u7528\u6237\u3001\u5411\u4ed6\u4eec\u63a8\u51fa\u65b0\u9c9c\u5185\u5bb9\u5e76\u6700\u5927\u5316\u5176\u5e94\u7528\u5185\u8d2d\uff08IAP\uff09\u6536\u76ca\u3002 <\/p>\n\n\n\n

\u8fc7\u7a0b <\/strong><\/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\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\u884c\u4e3a\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u5e7f\u544a\u690d\u5165\uff0c\u5b83\u8ba9\u6211\u4eec\u80fd\u591f\u534f\u52a9\u50cfKefir<\/a>!\u8fd9\u6837\u7684\u79fb\u52a8\u5e94\u7528\u5f00\u53d1\u5546\u5728\u6700\u6070\u5f53\u7684\u65f6\u673a\u89e6\u53ca\u6700\u6709\u4ef7\u503c\u7684\u7528\u6237\u3002 <\/p>\n\n\n\n

\u5728\u6211\u4eec\u5f00\u59cb\u4e3aKefir<\/a>\u7684\u201cLast Day on Earth<\/a>\u201d\u8fd0\u4f5c\u8bbf\u5ba2\u627e\u56de\u8425\u9500\u6d3b\u52a8\u65f6\uff0c\u591a\u4e8f\u6709\u4e86Kefir<\/a>\u7684\u56e2\u961f\u7ecf\u9a8c\uff0c\u786e\u5b9a\u5e94\u8be5\u5b9a\u4f4d\u54ea\u4e9b\u7528\u6237\u53d8\u5f97\u7b80\u5355\uff0c\u800c\u591a\u4e8f\u6709\u4e86\u6211\u4eec\u4e0eAppsflyer\u7684\u53d7\u4f17\u529f\u80fd<\/a>\u7684\u96c6\u6210\uff0c\u786e\u5b9a\u5e94\u8be5\u5b9a\u4f4d\u54ea\u4e9b\u7528\u6237\u5e76\u5728\u6211\u4eec\u7684\u540e\u53f0\u4e0a\u6d88\u5316\u8fd9\u4e00\u70b9\u4e5f\u53d8\u5f97\u7b80\u5355\u3002\u901a\u8fc7\u81ea\u52a8\u6d88\u5316\u9884\u5148\u5b9a\u4e49\u7684\u3001\u52a8\u6001\u7684\u53d7\u4f17\uff0c\u8be5\u96c6\u6210\u4f7f\u6211\u4eec\u80fd\u591f\u52a0\u5feb\u8fdb\u7a0b\u5e76\u5feb\u901f\u542f\u52a8\u548c\u8fd0\u884c\uff0c\u5269\u4e0b\u7684\u6311\u6218\u662f\u6709\u6548\u5730\u5b9a\u4f4d\u8fd9\u4e9b\u7528\u6237\u3002 <\/p>\n\n\n\n

\u6211\u4eec\u6700\u521d\u7684\u65b9\u6cd5\u662f\u91c7\u6837\u4ed6\u4eec\u5bf9\u5927\u91cf\u4e0d\u540c\u7684\u7f51\u7ad9\u91cc\u7684\u4f1a\u8bdd\u4e0d\u540c\u70b9\u91cc\u7684\u5e7f\u544a\u7684\u53cd\u5e94\u3002\u7ecf\u8fc7\u4e00\u5468\u5feb\u901f\u7684\u5c1d\u8bd5\u8fd0\u884c\u540e\uff0c\u6211\u4eec\u4e3a\u6bcf\u4e2a\u56fd\u5bb6\u548c\u521b\u610f\u7c7b\u578b\u786e\u7acb\u4e86\u5b9a\u5411\u6a21\u578b\uff08\u5305\u62ec\u6570\u767e\u4e2a\u4e0d\u540c\u7684\u4f1a\u8bdd\u3001\u7528\u6237\u884c\u4e3a\u4ee5\u53ca\u548c\u8bed\u5883\u6709\u5173\u7684\u7279\u6027\uff09\uff0c\u8fd9\u4f7f\u6211\u4eec\u80fd\u8fc5\u901f\u5730\u964d\u4f4e\u6bcf\u6b21\u53c2\u4e0e\u6536\u8d39\u3002 <\/p>\n\n\n\n

\u4e4b\u540e\uff0c\u6211\u4eec\u7684\u673a\u5668\u5b66\u4e60\u6a21\u578b\u9010\u6e10\u5b66\u4f1a\u4e86\u53d8\u56de\u6d3b\u8dc3\u72b6\u6001\u5e76\u5728\u8fd4\u56de\u540e\u9996\u6b21\u4f1a\u8bdd\u91cc\u5c31\u8fdb\u884c\u4e86\u8d2d\u4e70\u7684\u7528\u6237\u7684\u6a21\u5f0f\uff0c\u8fd9\u4f7f\u6211\u4eec\u80fd\u5b9a\u4f4d\u6709\u76f8\u4f3c\u60c5\u666f\u7684\u5176\u4ed6\u7528\u6237\u5e76\u6700\u7ec8\u8d85\u8d8a\u4e86\u660e\u786e\u7684KPI\u3002 <\/p>\n\n\n

\n
\"\u5728\u7b2c3\u5468\u8fbe\u6210\u4e86CPA\u76ee\u6807\uff0c\u5e76\u7ee7\u7eed\u4fdd\u6301\u603b\u4f53\u79ef\u6781\u7684\u8d8b\u52bf\uff0c\u6700\u7ec8\u81f4\u4f7fCPA\u4f4e\u4e8e\u76ee\u6807\u768450%\u3002\"
\u5728\u7b2c3\u5468\u8fbe\u6210\u4e86CPA\u76ee\u6807\uff0c\u5e76\u7ee7\u7eed\u4fdd\u6301\u603b\u4f53\u79ef\u6781\u7684\u8d8b\u52bf\uff0c\u6700\u7ec8\u81f4\u4f7fCPA\u4f4e\u4e8e\u76ee\u6807\u768450%\u3002 <\/figcaption><\/figure><\/div>\n\n
\n
\"\u5b9e\u9645\u4e0a\u4e3aD60\u8bbe\u7acb\u7684ROAS\u76ee\u6807\u4ece\u7b2c\u4e8c\u5468\u5f00\u59cb\u5c31\u5728D30\u4e0a\u88ab\u8d85\u8d8a\uff0c\u5e76\u6700\u7ec8\u8d85\u8fc7\u4e86\u76ee\u6807\u7684\u53cc\u500d\u3002\"
\u5b9e\u9645\u4e0a\u4e3aD60\u8bbe\u7acb\u7684ROAS\u76ee\u6807\u4ece\u7b2c\u4e8c\u5468\u5f00\u59cb\u5c31\u5728D30\u4e0a\u88ab\u8d85\u8d8a\uff0c\u5e76\u6700\u7ec8\u8d85\u8fc7\u4e86\u76ee\u6807\u7684\u53cc\u500d\u3002 <\/figcaption><\/figure><\/div>\n\n
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\"<\/figure><\/div>\n\n\n
\n

Persona.ly\u7684\u56e2\u961f\u4e0d\u65ad\u5c55\u793a\u4e86\u4ed6\u4eec\u64c5\u957f\u81ea\u5df1\u7684\u672c\u884c\uff0c\u800c\u4e14\u53ca\u65f6\u5730\u5bf9\u6240\u6709\u53d8\u5316\u505a\u51fa\u54cd\u5e94\u3002\u6211\u4eec\u59cb\u7ec8\u5f88\u6709\u628a\u63e1\uff0c\u4f1a\u6536\u5230\u5e26\u6709\u8be6\u7ec6\u9610\u91ca\u7684\u5fc5\u8981\u4fe1\u606f\u3002\u6709\u5982\u6b64\u4e00\u652f\u8fbe\u6210\u4e86\u6240\u9700KPI\u7684\u4e13\u4e1a\u56e2\u961f\u548c\u8425\u9500\u6d3b\u52a8\u2014\u2014\u592b\u590d\u4f55\u6c42\uff1f<\/p>\n Kefir!\u7684\u7528\u6237\u83b7\u53d6\u4e3b\u7ba1Olga Smirnova <\/cite><\/blockquote>\n\n\n

\n
\"AppsFlyer\u7684\u5ba2\u6237\u6210\u529f\u603b\u76d1Michael<\/figure><\/div>\n\n\n
\n

\u770b\u5230\u6211\u4eec\u7684\u8bf8\u5982\u53d7\u4f17\u529f\u80fd\u8fd9\u6837\u7684\u5de5\u5177\u88ab\u7528\u4e8e\u63a8\u52a8\u6709\u6548\u7684\u5e02\u573a\u8425\u9500\u603b\u662f\u975e\u5e38\u68d2\u7684\u3002\u6211\u4eec\u5f88\u9ad8\u5174\u80fd\u4e3a\u8bf8\u5982Kefir!\u8fd9\u6837\u7684\u5e7f\u544a\u5546\u548c\u8bf8\u5982Persona.ly\u8fd9\u6837\u7684\u9700\u6c42\u65b9\uff08DSP\uff09\u4e4b\u95f4\u7684\u5408\u4f5c\u63d0\u4f9b\u4fbf\u5229\u5e76\u4f7f\u4ed6\u4eec\u7684\u521d\u59cb\u8bbe\u7f6e\u53d8\u5f97\u65e0\u7f1d\u65e0\u6469\u64e6\uff0c\u8fd9\u6837\u4e4b\u540e\u7684\u91cd\u70b9\u5c31\u80fd\u653e\u5728\u63a8\u52a8\u6027\u80fd\u4e0a\u3002 <\/p>\n AppsFlyer\u7684\u5ba2\u6237\u6210\u529f\u603b\u76d1Michael Zaitsev <\/cite><\/blockquote>\n\n\n

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\"<\/figure><\/div>\n\n\n
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\u6211\u4eec\u5f88\u5feb\u5c31\u627e\u5230\u4e86\u548c\u6211\u4eec\u5728Kefir!\u7684\u5408\u4f5c\u4f19\u4f34\u6709\u7684\u5171\u540c\u8bed\u8a00\u3002\u8fd0\u4f5c\u8bbf\u5ba2\u627e\u56de\u8425\u9500\u6d3b\u52a8\u65f6\uff0c\u591a\u4e8f\u4e86\u5728\u6574\u4e2a\u8fc7\u7a0b\u671f\u95f4\u4ed6\u4eec\u7684\u6570\u636e\u5171\u4eab\u4ee5\u53ca\u6211\u4eec\u6709\u7684\u900f\u660e\u5ea6\uff0c\u6211\u4eec\u80fd\u591f\u8fbe\u6210\u5e76\u8d85\u8d8a\u4ed6\u4eec\u7684KPI\u3002 <\/p>\n Persona.ly\u7684CIS\u5730\u533a\u4e3b\u7ba1Yan Reizin <\/cite><\/blockquote>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

下载PDF版本的案例研究 Kefir!介绍 Kefir!是一家游戏开发工作室，因其热门游戏Last Day on Earth、Grim Soul、Turyaga、Metro 2033、Eastern Front等等而闻名。他们的王牌项目位居全世界不同国家的排行榜榜首，有超过2.5亿次下载。他们制作游戏，因为他们是玩家。他们设立有挑战性的任务，并创造他们自己也想玩的游戏。 Persona.ly Intro 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Kefir!一起合作，在两个平台上为Kefir!的领先作品“Last Day on Earth”在美国、德国、英国、加拿大和韩国进行访客找回营销活动，目标是重新互动不活跃用户、向他们推出新鲜内容并最大化其应用内购（IAP）收益。 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行为，而不仅仅是广告植入，它让我们能够协助像Kefir!这样的移动应用开发商在最恰当的时机触及最有价值的用户。 在我们开始为Kefir的“Last Day on Earth”运作访客找回营销活动时，多亏有了Kefir的团队经验，确定应该定位哪些用户变得简单，而多亏有了我们与Appsflyer的受众功能的集成，确定应该定位哪些用户并在我们的后台上消化这一点也变得简单。通过自动消化预先定义的、动态的受众，该集成使我们能够加快进程并快速启动和运行，剩下的挑战是有效地定位这些用户。 我们最初的方法是采样他们对大量不同的网站里的会话不同点里的广告的反应。经过一周快速的尝试运行后，我们为每个国家和创意类型确立了定向模型（包括数百个不同的会话、用户行为以及和语境有关的特性），这使我们能迅速地降低每次参与收费。 之后，我们的机器学习模型逐渐学会了变回活跃状态并在返回后首次会话里就进行了购买的用户的模式，这使我们能定位有相似情景的其他用户并最终超越了明确的KPI。 Persona.ly的团队不断展示了他们擅长自己的本行，而且及时地对所有变化做出响应。我们始终很有把握，会收到带有详细阐释的必要信息。有如此一支达成了所需KPI的专业团队和营销活动——夫复何求？ Kefir!的用户获取主管Olga Smirnova 看到我们的诸如受众功能这样的工具被用于推动有效的市场营销总是非常棒的。我们很高兴能为诸如Kefir!这样的广告商和诸如Persona.ly这样的需求方（DSP）之间的合作提供便利并使他们的初始设置变得无缝无摩擦，这样之后的重点就能放在推动性能上。 AppsFlyer的客户成功总监Michael Zaitsev 我们很快就找到了和我们在Kefir!的合作伙伴有的共同语言。运作访客找回营销活动时，多亏了在整个过程期间他们的数据共享以及我们有的透明度，我们能够达成并超越他们的KPI。 Persona.ly的CIS地区主管Yan Reizin<\/p>\n","protected":false},"author":10,"featured_media":1664,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[297,6,157,896],"tags":[181,898,900,788,904],"acf":[],"yoast_head":"\nKefir's retargeting campaign for "Last Day on Earth" with Persona.ly exceeding ROAS KPIs | Persona.ly - 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