{"id":1677,"date":"2020-09-21T09:15:21","date_gmt":"2020-09-21T09:15:21","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=1677"},"modified":"2022-12-22T15:23:52","modified_gmt":"2022-12-22T15:23:52","slug":"kefir%e7%a4%be%e3%82%a2%e3%83%97%e3%83%aa%e3%80%8c%e3%83%a9%e3%82%b9%e3%83%88%e3%83%87%e3%82%a3%e3%83%bb%e3%82%aa%e3%83%b3%e3%83%bb%e3%82%a2%e3%83%bc%e3%82%b9%e3%80%8d%e3%83%aa%e3%82%bf%e3%83%bc","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/ja\/2020\/09\/kefir%e7%a4%be%e3%82%a2%e3%83%97%e3%83%aa%e3%80%8c%e3%83%a9%e3%82%b9%e3%83%88%e3%83%87%e3%82%a3%e3%83%bb%e3%82%aa%e3%83%b3%e3%83%bb%e3%82%a2%e3%83%bc%e3%82%b9%e3%80%8d%e3%83%aa%e3%82%bf%e3%83%bc\/","title":{"rendered":"Kefir\u793e\u30a2\u30d7\u30ea\u300c\u30e9\u30b9\u30c8\u30c7\u30a3\u30fb\u30aa\u30f3\u30fb\u30a2\u30fc\u30b9\u300d\u30ea\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u30ad\u30e3\u30f3\u30da\u30fc\u30f3"},"content":{"rendered":"\n

PDF\u306e\u30c0\u30a6\u30f3\u30ed\u30fc\u30c9\u306f\u3053\u3061\u3089\u304b\u3089<\/a><\/h4>\n\n\n\n

Kefir!\u4f01\u696d\u6982\u8981 <\/strong><\/h2>\n\n\n\n

Kefir!<\/a>\u306f\u3001Last Day on Earth<\/a>\uff08\u30e9\u30b9\u30c8\u30c7\u30a4\u30fb\u30aa\u30f3\u30fb\u30a2\u30fc\u30b9\uff09\u3084Grim Soul\uff08\u30b0\u30ea\u30e0\u30bd\u30a6\u30eb\uff09\u3001Turyaga\uff08\u30c8\u30ea\u30a2\u30ac\uff09\u3001Metro 2033\uff08\u30e1\u30c8\u30ed2033\uff09\u3001Eastern Front\uff08\u30a4\u30fc\u30b9\u30bf\u30f3\u30d5\u30ed\u30f3\u30c8\uff09\u306a\u3069\u3092\u5236\u4f5c\u3057\u3066\u3044\u308b\u30a2\u30d7\u30ea\u30c7\u30d9\u30ed\u30c3\u30d1\u30fc\u3067\u3059\u3002
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Persona.ly\u4f01\u696d\u6982\u8981 <\/strong><\/h2>\n\n\n\n

Persona.ly\u306f\u3001\u30a2\u30e1\u30ea\u30ab\u3001\u65e5\u672c\u3001\u97d3\u56fd\u3001\u30ed\u30b7\u30a2\u3001\u6771\u5357\u30a2\u30b8\u30a2\u3092\u30e1\u30a4\u30f3\u306b\u30b0\u30ed\u30fc\u30d0\u30eb\u5c55\u958b\u3057\u3066\u304a\u308a\u3001\u5e83\u544a\u4e3b\u30fb\u5e83\u544a\u4ee3\u7406\u5e97\u5411\u3051\u306b\u30e2\u30d0\u30a4\u30eb\u30e6\u30fc\u30b6<\/a>\u30fc\u7372\u5f97\u306e\u4fc3\u9032\u3092\u3059\u308b\u30cf\u30a4\u30c6\u30af\u4f01\u696d\u3067\u3059\u3002\u72ec\u81ea\u306e\u5165\u672d\u3068\u6a5f\u68b0\u5b66\u7fd2\u3092\u6d3b\u7528\u3057\u3001\u30bf\u30fc\u30b2\u30c3\u30c8\u3092\u7d5e\u3063\u305f\u30a2\u30d7\u30ea\u30a4\u30f3\u30b9\u30c8\u30fc\u30eb\u53ca\u3073\u30ea\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u30bd\u30ea\u30e5<\/a>\u30fc\u30b7\u30e7\u30f3\u3092\u9ad8\u3044\u900f\u660e\u6027\u3068\u3068\u3082\u306b\u63d0\u4f9b\u3057\u3066\u3044\u307e\u3059\u3002 <\/p>\n\n\n\n

Persona.ly\u306f\u3001\u30d9\u30f3\u30c0\u30fc\u3068\u3057\u3066\u306e\u5f79\u5272\u4ee5\u4e0a\u306b\u3001\u30d1\u30fc\u30c8\u30ca\u30fc\u53d6\u5f15\u5148\u306e\u6210\u9577\u306b\u3064\u306a\u304c\u308a\u3001\u591a\u69d8\u306a\u30c1\u30e3\u30f3\u30cd\u30eb\u3067\u4f7f\u3048\u308b\u4fa1\u5024\u306e\u3042\u308b\u30a4\u30f3\u30b5\u30a4\u30c8\u3092\u751f\u6210\u3057\u63d0\u4f9b\u3059\u308b\u3053\u3068\u3092\u76ee\u6307\u3057\u3066\u3044\u307e\u3059\u3002 <\/p>\n\n\n\n

\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u76ee\u6a19 <\/strong><\/h2>\n\n\n\n

\u30e9\u30b9\u30c8\u30c7\u30a4\u30fb\u30aa\u30f3\u30fb\u30a2\u30fc\u30b9\u306f\u3001\u30a2\u30e1\u30ea\u30ab\u3001\u30c9\u30a4\u30c4\u3001\u30a4\u30ae\u30ea\u30b9\u3001\u30ab\u30ca\u30c0\u3001\u97d3\u56fd\u306e\u975e\u30a2\u30af\u30c6\u30a3\u30d6\u30e6\u30fc\u30b6\u30fc\u306b\u65b0\u3057\u3044\u30b3\u30f3\u30c6\u30f3\u30c4\u3092\u4f7f\u7528\u3057\u3001IAP\u30ec\u30d9\u30cb\u30e5\u30fc\u306e\u6700\u5927\u5316\u3092\u56f3\u308b\u30ea\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u304c\u76ee\u6a19\u306b\u306a\u308a\u307e\u3057\u305f\u3002 <\/p>\n\n\n\n

\u30d7\u30ed\u30bb\u30b9 <\/strong><\/h2>\n\n\n\n

\u5f0a\u793e\u72ec\u81ea\u306e\u30d7\u30ed\u30b0\u30e9\u30de\u30c6\u30a3\u30c3\u30afDSP<\/a>\u306f\u3001\u4e3b\u8981\u306aSSP\u3068\u9023\u643a\u3057\u3066\u304a\u308a1\u79d2\u9593\u306b500,000QPS\uff08\u30af\u30ea\u30a8\u6570\/\u79d2)\u306e\u30a2\u30d7\u30ea\u5185\u30e1\u30c7\u30a3\u30a2\u5728\u5eab\u3092\u51e6\u7406\u3057\u3066\u3044\u307e\u3059\u3002\u30ea\u30a2\u30eb\u30bf\u30a4\u30e0\u3067\u9001\u3089\u308c\u3066\u304f\u308b\u30ea\u30af\u30a8\u30b9\u30c8\u30c7\u30fc\u30bf\u3068DMP\u306e\u84c4\u7a4d\u30c7\u30fc\u30bf\u3001\u305d\u3057\u3066\u3001\u6a5f\u68b0\u5b66\u7fd2\u30a2\u30eb\u30b4\u30ea\u30ba\u30e0\u3092\u6d3b\u7528\u3057\u3066\u30a2\u30d7\u30ea\u306b\u8208\u5473\u95a2\u5fc3\u306e\u9ad8\u3044\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u306e\u30bb\u30b0\u30e1\u30f3\u30c6\u30fc\u30b7\u30e7\u30f3\u3092\u69cb\u7bc9\u3057\u3001\u52b9\u679c\u7684\u306b\u6848\u4ef6\u3092\u904b\u7528\u3057\u307e\u3059\u3002
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Kefir<\/a>\u306e\u30e9\u30b9\u30c8\u30c7\u30a4\u30fb\u30aa\u30f3\u30fb\u30a2\u30fc\u30b9\u306e\u30ea\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u306b\u306f\u3001AppsFlyer<\/a>\u306e\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u6a5f\u80fd\u3092\u4f7f\u7528\u3059\u308b\u3053\u3068\u306b\u3088\u308a\u3068\u3066\u3082\u30b9\u30e0\u30fc\u30b9\u306b\u30c0\u30a4\u30b8\u30a7\u30b9\u30c8\u3059\u308b\u3053\u3068\u304c\u3067\u304d\u307e\u3057\u305f\u3002\u5b9a\u7fa9\u3065\u3051\u3057\u305f\u52d5\u7684\u306a\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u3092\u81ea\u52d5\u3067\u30c0\u30a4\u30b8\u30a7\u30b9\u30c8\u3067\u304d\u3001\u6642\u9593\u304c\u77ed\u7e2e\u5316\u3055\u308c\u307e\u3057\u305f\u3002\u6b21\u306e\u30b9\u30c6\u30c3\u30d7\u306f\u3001\u52b9\u679c\u7684\u306a\u30e6\u30fc\u30b6\u30fc\u306e\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3067\u3059\u3002 <\/p>\n\n\n\n

\u521d\u6bb5\u968e\u306e\u30a2\u30d7\u30ed\u30fc\u30c1\u306f\u3001\u69d8\u3005\u306a\u914d\u4fe1\u9762\u306e\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u306b\u3088\u308b\u5e83\u544a\u306e\u53cd\u5fdc\u3092\u5404\u30bb\u30c3\u30b7\u30e7\u30f3\u3054\u3068\u306b\u5206\u6790\u3057\u30b5\u30f3\u30d7\u30ea\u30f3\u30b0\u3057\u3066\u3044\u304d\u307e\u3057\u305f\u3002\u6700\u521d\u306e\u4e00\u9031\u9593\u3067\u3001GEO\uff08\u56fd\uff09\u3068\u30af\u30ea\u30a8\u30a4\u30c6\u30a3\u30d6\u30bf\u30a4\u30d7\u3054\u3068\u306b\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u30e2\u30c7\u30eb\u3092\u69cb\u7bc9\u3057\uff08\u6570\u767e\u306e\u7570\u306a\u308b\u30bb\u30c3\u30b7\u30e7\u30f3\u3001\u30e6\u30fc\u30b6\u30fc\u884c\u52d5\u3001\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u6a5f\u80fd\u3092\u542b\u3080\uff09\u3001\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u306b\u639b\u304b\u308b\u30b3\u30b9\u30c8\u3092\u4e0b\u3052\u307e\u3057\u305f\u3002 <\/p>\n\n\n\n

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\"\u76ee\u6a19CPA\u306f\u30013\u9031\u9593\u76ee\u306b\u9054\u6210\u3055\u308c\u3001\u5168\u4f53\u7684\u306b\u30d7\u30e9\u30b9\u306e\u50be\u5411\u304c\u7d9a\u304d\u3001\u6700\u7d42\u7684\u306b\u306f\u76ee\u6a19CPA\u309250\uff05\u4e0b\u56de\u308b\u7d50\u679c\u3092\u51fa\u3059\u3053\u3068\u304c\u3067\u304d\u307e\u3057\u305f\u3002\"
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\"\u5f53\u521dROAS\u306fDay60\u3067\u9054\u6210\u3059\u308b\u3053\u3068\u3092\u76ee\u6a19\u3068\u3057\u3066\u3044\u307e\u3057\u305f\u304c\u3001\u5b9f\u969b\u306b\u306fDay30\u3067\u76ee\u6a19ROAS\u306e2\u500d\u3092\u9054\u6210\u3059\u308b\u3053\u3068\u304c\u3067\u304d\u307e\u3057\u305f\u3002\"
\u5f53\u521dROAS\u306fDay60\u3067\u9054\u6210\u3059\u308b\u3053\u3068\u3092\u76ee\u6a19\u3068\u3057\u3066\u3044\u307e\u3057\u305f\u304c\u3001\u5b9f\u969b\u306b\u306fDay30\u3067\u76ee\u6a19ROAS\u306e2\u500d\u3092\u9054\u6210\u3059\u308b\u3053\u3068\u304c\u3067\u304d\u307e\u3057\u305f\u3002 <\/figcaption><\/figure><\/div>\n\n
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\"<\/figure><\/div>\n\n\n
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Persona.ly\u30c1\u30fc\u30e0\u306f\u3001\u3044\u3064\u3082\u8fc5\u901f\u306b\u5bfe\u5fdc\u3057\u3066\u304f\u308c\u3066\u3068\u3066\u3082\u3088\u3044\u7d50\u679c\u3092\u51fa\u3057\u3066\u304f\u308c\u307e\u3057\u305f\u3002\u5f0a\u793e\u306e\u5fc5\u8981\u3068\u3059\u308b\u60c5\u5831\u3082\u7684\u78ba\u306b\u63d0\u4f9b\u3057\u5354\u529b\u3057\u3066\u304f\u308c\u307e\u3057\u305f\u3002\u3068\u3066\u3082\u30d7\u30ed\u30d5\u30a7\u30c3\u30b7\u30e7\u30ca\u30eb\u306a\u30c1\u30fc\u30e0\u3067\u3001\u76ee\u6a19KPI\u3092\u9054\u6210\u3057\u3053\u308c\u4ee5\u4e0a\u6c42\u3081\u308b\u3053\u3068\u306f\u306a\u3044\u7a0b\u3001\u6e80\u8db3\u3057\u3066\u3044\u307e\u3059\u3002 <\/p>\n Olga Smirnova, UA Manager @ Kefir! <\/cite><\/blockquote>\n\n\n

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\"Michael<\/figure><\/div>\n\n\n
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\u52b9\u679c\u7684\u306a\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3092\u63a8\u9032\u3059\u308b\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u6a5f\u80fd\u3092\u3053\u306e\u3088\u3046\u306b\u5229\u7528\u3044\u305f\u3060\u304f\u306e\u306f\u3068\u3066\u3082\u5b09\u3057\u304f\u601d\u3063\u3066\u3044\u307e\u3059\u3002\u307e\u305f\u3001Kefir\u306e\u3088\u3046\u306a\u30a2\u30d7\u30ea\u696d\u754c\u3067\u3082\u98db\u8e8d\u7684\u306b\u6d3b\u8e8d\u3057\u3066\u3044\u308b\u4f01\u696d\u306b\u5354\u529b\u3067\u304d\u305f\u3053\u3068\u306f\u8a87\u308a\u306b\u601d\u3044\u307e\u3059\u3002AppsFlyer\u3068\u9023\u643a\u3057\u3066\u3044\u308bPersona.ly\u306e\u3088\u3046\u306aDSP\u3067\u306f\u3001\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u6a5f\u80fd\u306b\u3088\u308a\u6848\u4ef6\u306e\u521d\u671f\u8a2d\u5b9a\u3092\u30b7\u30fc\u30e0\u30ec\u30b9\u306b\u30bb\u30c3\u30c8\u30a2\u30c3\u30d7\u3067\u304d\u3001\u958b\u59cb\u304b\u3089\u30d1\u30d5\u30a9\u30fc\u30de\u30f3\u30b9\u306e\u5411\u4e0a\u306b\u7126\u70b9\u3092\u3042\u3066\u308b\u3053\u3068\u304c\u3067\u304d\u307e\u3059\u3002 <\/p>\n Michael Zaitsev, Head of Customer Success at AppsFlyer <\/cite><\/blockquote>\n\n\n

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Kefir\u30c1\u30fc\u30e0\u304b\u3089\u306e\u30c7\u30fc\u30bf\u5171\u6709\u3068\u9ad8\u3044\u900f\u660e\u6027\u306e\u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u306b\u3088\u308a\u3001\u30ea\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u306fKPI\u3092\u9054\u6210\u3057\u3001\u7d20\u6674\u3089\u3057\u3044\u7d50\u679c\u3092\u751f\u3080\u3053\u3068\u304c\u3067\u304d\u307e\u3057\u305f\u3002 <\/p>\n Yan Reizin, Regional Manager, CIS @ Persona.ly <\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

PDFのダウンロードはこちらから Kefir!企業概要 Kefir!は、Last Day on Earth（ラストデイ・オン・アース）やGrim Soul（グリムソウル）、Turyaga（トリアガ）、Metro 2033（メトロ2033）、Eastern Front（イースタンフロント）などを制作しているアプリデベロッパーです。世界中様々な国でアプリチャートのトップにランクインし、合計のダウンロード数は25億以上になります。企業のゲームに対する熱意はとても強く、開発チームが面白いと思うアプリゲームを制作し多くのファンを獲得しています。 Persona.ly企業概要 Persona.lyは、アメリカ、日本、韓国、ロシア、東南アジアをメインにグローバル展開しており、広告主・広告代理店向けにモバイルユーザー獲得の促進をするハイテク企業です。独自の入札と機械学習を活用し、ターゲットを絞ったアプリインストール及びリターゲティングソリューションを高い透明性とともに提供しています。 Persona.lyは、ベンダーとしての役割以上に、パートナー取引先の成長につながり、多様なチャンネルで使える価値のあるインサイトを生成し提供することを目指しています。 キャンペーン目標 ラストデイ・オン・アースは、アメリカ、ドイツ、イギリス、カナダ、韓国の非アクティブユーザーに新しいコンテンツを使用し、IAPレベニューの最大化を図るリターゲティングキャンペーンが目標になりました。 プロセス 弊社独自のプログラマティックDSPは、主要なSSPと連携しており1秒間に500,000QPS（クリエ数\/秒)のアプリ内メディア在庫を処理しています。リアルタイムで送られてくるリクエストデータとDMPの蓄積データ、そして、機械学習アルゴリズムを活用してアプリに興味関心の高いオーディエンスのセグメンテーションを構築し、効果的に案件を運用します。このインフラストラクチャは、配信面をすべて開示するだけでなくユーザー行動を把握できるように設計されおり、スマホゲームの広告主が望む関連性の高いユーザーを最短距離で獲得することを実現しています。 Kefirのラストデイ・オン・アースのリターゲティングには、AppsFlyerのオーディエンス機能を使用することによりとてもスムースにダイジェストすることができました。定義づけした動的なオーディエンスを自動でダイジェストでき、時間が短縮化されました。次のステップは、効果的なユーザーのターゲティングです。 初段階のアプローチは、様々な配信面のオーディエンスによる広告の反応を各セッションごとに分析しサンプリングしていきました。最初の一週間で、GEO（国）とクリエイティブタイプごとにターゲティングモデルを構築し（数百の異なるセッション、ユーザー行動、コンテクスチュアル機能を含む）、エンゲージメントに掛かるコストを下げました。 次に、最初のセッションでアクティブになり購入を行ったユーザーパターンを機械学習していきました。この学習により類似ユーザーをターゲティングできるようになり、最終的には目標KPIを超える結果で達成しました。 Persona.lyチームは、いつも迅速に対応してくれてとてもよい結果を出してくれました。弊社の必要とする情報も的確に提供し協力してくれました。とてもプロフェッショナルなチームで、目標KPIを達成しこれ以上求めることはない程、満足しています。 Olga Smirnova, UA Manager @ Kefir! 効果的なマーケティングを推進するオーディエンス機能をこのように利用いただくのはとても嬉しく思っています。また、Kefirのようなアプリ業界でも飛躍的に活躍している企業に協力できたことは誇りに思います。AppsFlyerと連携しているPersona.lyのようなDSPでは、オーディエンス機能により案件の初期設定をシームレスにセットアップでき、開始からパフォーマンスの向上に焦点をあてることができます。 Michael Zaitsev, Head of Customer Success at AppsFlyer Kefirチームからのデータ共有と高い透明性のコミュニケーションにより、リターゲティングキャンペーンはKPIを達成し、素晴らしい結果を生むことができました。 Yan Reizin, Regional Manager, CIS @ Persona.ly<\/p>\n","protected":false},"author":10,"featured_media":1664,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[297,23,314,159,896],"tags":[898,902,788,904],"acf":[],"yoast_head":"\nKefir's retargeting campaign for "Last Day on Earth" with Persona.ly exceeding ROAS KPIs | Persona.ly - 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