{"id":1720,"date":"2020-09-22T07:26:42","date_gmt":"2020-09-22T07:26:42","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=1720"},"modified":"2020-09-22T07:26:42","modified_gmt":"2020-09-22T07:26:42","slug":"tilting-point%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","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2020\/09\/tilting-point%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\/","title":{"rendered":"Tilting Point\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

Tilting Point\u4ecb\u7ecd <\/h2>\n\n\n\n

Tilting Point<\/a>\u662f\u4e00\u5bb6\u9886\u5148\u7684\u514d\u8d39\u6e38\u620f\u53d1\u5e03\u5546\uff0c\u7528\u6df1\u5ea6\u5e02\u573a\u8425\u9500\u548c\u4ea7\u54c1\u4e13\u957f\u3001\u5c16\u7aef\u79d1\u6280\u548c\u7528\u6237\u83b7\u53d6\u57fa\u91d1\u6765\u589e\u5f3a\u73b0\u6709\u7684\u76f4\u64ad\u6e38\u620f\u3002Tilting Point<\/a>\u6210\u7acb\u4e8e2012\u5e74\uff0c\u5df2\u53d1\u5c55\u58ee\u5927\uff0c\u6709\u8d85\u8fc7150\u540d\u5458\u5de5\uff0c\u5728\u7ebd\u7ea6\u3001\u5df4\u585e\u7f57\u90a3\u3001\u6ce2\u58eb\u987f\u3001\u57fa\u8f85\u3001\u9996\u5c14\u3001\u5723\u8fed\u6208\u548c\u5723\u5f7c\u5f97\u5821\u6709\u529e\u516c\u5904\u3002Tilting Point<\/a>\u6700\u6210\u529f\u7684\u6e38\u620f\u5305\u62ec\u661f\u9645\u8ff7\u822a\uff1aTimelines\u3001\u6218\u9524\uff1a\u6df7\u4e71\u4e0e\u5f81\u670d\uff0c\u4ee5\u53ca\u6d77\u7ef5\u5b9d\u5b9d\uff1aKrusty Cook-Off\u3002 <\/p>\n\n\n\n

\u57282019\u5e746\u6708\uff0cTilting Point<\/a>\u5f00\u59cb\u4e86\u5230\u76ee\u524d\u4e3a\u6b62\u6700\u5927\u7684\u7528\u6237\u83b7\u53d6\u63d0\u4f9b\u8d44\u91d1\u5408\u4f5c\u4f19\u4f34\u5173\u7cfb\uff0c\u6295\u8d44\u6700\u591a3000\u4e07\u7f8e\u5143\u6765\u4e3a\u6e38\u620f\u5f00\u53d1\u5546Mino Games<\/a>\u53d7\u6b22\u8fce\u7684\u6536\u96c6\u6e38\u620f\uff1a\u201cCat Game – The Cats Collector!<\/a>\u201d\u7684\u7528\u6237\u83b7\u53d6\u63d0\u4f9b\u8d44\u91d1\u3002\u6765\u81eaTilting Point<\/a>\u7684\u8d44\u91d1\u5c06\u5e2e\u52a9\u53d1\u5c55Cat Game<\/a>\uff0c\u8be5\u6e38\u620f\u5728\u5176iOS\u6d4b\u8bd5\u53d1\u884c\u671f\u95f4\u4f4d\u5217\u52a0\u62ff\u5927\u548c\u65b0\u897f\u5170\u6536\u76ca\u6392\u540d\u524d100\u7684\u5e94\u7528\u4e4b\u4e2d\u3002 <\/p>\n\n\n\n

Persona.ly\u4ecb\u7ecd<\/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\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\u3002 <\/p>\n\n\n\n

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

\u4ece\u4e09\u6708\u5f00\u59cb\uff0cPersona.ly\u4e0eTilting Point<\/a>\u56e2\u961f\u4e00\u8d77\u5408\u4f5c\u6269\u5c55\u4ed6\u4eec\u7684\u7a0b\u5e8f\u5316\u6d3b\u52a8\uff0c\u4ee5\u4fbf\u5728\u7f8e\u56fd\u3001\u52a0\u62ff\u5927\u3001\u82f1\u56fd\u3001\u65e5\u672c\u548c\u97e9\u56fd\u4e3aCat Game<\/a>\u5728iOS\u548cAndroid\u4e0a\u90fd\u80fd\u89e6\u53ca\u5e76\u83b7\u53d6\u53c2\u4e0e\u7684\u7528\u6237\u3002 <\/p>\n\n\n\n

\u8003\u8651\u5230\u5373\u5c06\u6765\u4e34\u7684iOS 14\u4e0a\u7684\u5e7f\u544a\u6807\u8bc6\u7b26\uff08IDFA \uff09\u7684\u6dd8\u6c70\uff0c\u57288\u6708\u4efd\u7684LAT\uff08\u9650\u5236\u5e7f\u544a\u8ddf\u8e2a\uff09\u8425\u9500\u6d3b\u52a8\u671f\u95f4\uff0c\u53d7\u5230\u6211\u4eec\u673a\u5668\u5b66\u4e60\u7684\u63a8\u52a8\uff0c\u8bed\u5883\u5185\u5bb9\u5b9a\u4f4d\u4e5f\u5f00\u59cb\u4e86\uff0c\u8fd9\u6837\u65e0\u9700\u7528\u6237\u7ea7\u522b\u7684\u5b9a\u4f4d\u4e5f\u80fd\u4fdd\u6301\u53d1\u5c55\u3002 <\/p>\n\n\n\n

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

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\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\u8fbe\u6210\u4e86ROAS KPI\uff0c\u7136\u540e\u6269\u5c55\u3002 <\/p>\n\n\n\n

\u57288\u6708\u91cc\uff0c\u6211\u4eec\u5728\u8bbe\u7acbLAT\u8425\u9500\u6d3b\u52a8\u4e0a\u7684\u65b9\u5f0f\u662f\u76f8\u4f3c\u7684\uff0c\u4f46\u66f4\u504f\u91cd\u57fa\u4e8e\u5b89\u7f6e\u7c7b\u5e94\u7528\u548cCat Game<\/a>\u4e4b\u95f4\u7684\u8bed\u5883\u5173\u7cfb\u3002 <\/p>\n\n\n\n

\u4f7f\u7528ELMo\u2014\u2014\u4e00\u79cd\u81ea\u7136\u8bed\u8a00\u5904\u7406\u7b97\u6cd5\uff0c\u901a\u8fc7\u521b\u5efa\u5e94\u7528\u7684\u5e94\u7528\u5546\u5e97\u63cf\u8ff0\u7684\u5411\u91cf\u8868\u73b0\uff08\u4e0e\u5176\u5546\u5e97\u7c7b\u522b\u76f8\u6bd4\u5b83\u660e\u663e\u6709\u66f4\u591a\u7684\u4ee3\u8868\u6027\uff09\uff0c\u6211\u4eec\u80fd\u591f\u8fa8\u522b\u6bcf\u4e2a\u5e94\u7528\u7684\u8bed\u5883\uff0c\u5b83\u7531\u5176\u6027\u80fd\u3001\u673a\u5236\u548c\u4e3b\u9898\u7ec4\u6210\u3002 <\/p>\n\n\n\n

\u8fd9\u4ece\u800c\u8ba9\u6211\u4eec\u80fd\u5b9e\u65f6\u8ba1\u7b97<\/strong>\u63a8\u5e7f\u7684\u5e94\u7528\u548c\u6bcf\u4e2a\u5b89\u7f6e\u7c7b\u5e94\u7528\u4e4b\u95f4\u7684\u8bed\u5883\u8ddd\u79bb<\/a>\uff0c\u5e76\u6839\u636e\u5b83\u4eec\u7684\u8bed\u5883\u8ddd\u79bb\u4ee5\u53ca\u6211\u4eec\u6a21\u5f0f\u7684\u8bb8\u591a\u5176\u5b83\u6027\u80fd\u6765\u8bbe\u7f6e\u4e0d\u540c\u7684\u7ade\u4ef7\u7b56\u7565\uff0c \u4ece\u800c\u5141\u8bb8\u7c92\u5ea6\u4f18\u5316\u4ee5\u53ca\u6709\u6548\u7684\u63a2\u7d22\u53d1\u73b0\u3002 <\/p>\n\n\n\n

\u7ed3\u679c <\/strong><\/h2>\n\n\n\n
\"\u7ed3\u679c\nFTD\u8f6c\u5316\u7387\uff08\u5b89\u88c5\u5230\u8d2d\u4e70\uff09\u2014\u2014\u6bd4\u81ea\u7136\u6d41\u91cf\u9ad84\u500d\u3002\n"D3\u7559\u5b58\u2014\u2014\u6bd4\u975eLAT\u7528\u6237\u83b7\u53d6\u9ad820%\n"\neCPI\u2014\u2014\u4e0e\u975eLAT\u7528\u6237\u83b7\u53d6\u8425\u9500\u6d3b\u52a8\u6301\u5e73\"<\/figure>\n\n\n\n
\"<\/figure><\/div>\n\n\n\n

Persona.ly\u7684\u56e2\u961f\u54cd\u5e94\u8d85\u7ea7\u5feb\uff0c\u8fd9\u5728\u7b56\u7565\u4e0a\u6709\u7a81\u7136\u53d8\u5316\u65f6\u5341\u5206\u6709\u5e2e\u52a9\u3002\u5f53\u4e3aCat Game\u7684LAT\u8425\u9500\u6d3b\u52a8\u6d4b\u8bd5\u65b0\u7684\u4f18\u5316\u65b9\u6cd5\u65f6\uff0c\u4ed6\u4eec\u7684\u56e2\u961f\u8fc5\u901f\u5730\u9002\u5e94\u4e86\u6211\u4eec\u7684\u7279\u5b9a\u9700\u6c42\u3002<\/p> Tilting Point\u7684\u52a9\u7406\u7528\u6237\u83b7\u53d6\u4e3b\u7ba1Diogo Martins <\/cite><\/blockquote>\n\n\n\n

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

Tilting Point\u7684\u56e2\u961f\u662f\u771f\u6b63\u7684\u5185\u884c\uff0c\u901a\u8fc7\u900f\u660e\u7684\u6c9f\u901a\u548c\u5728\u5171\u4eab\u8fd0\u4f5c\u6709\u6548\u7684\u7528\u6237\u83b7\u53d6\u6240\u9700\u7684\u6240\u6709\u6570\u636e\u4e0a\u7684\u5766\u7387\uff0c\u4ed6\u4eec\u4f7f\u6211\u4eec\u5373\u4f7f\u6ca1\u6709\u7528\u6237\u7ea7\u522b\u7684\u76ee\u6807\u5b9a\u4f4d\u4e5f\u4ece\u5934\u5f00\u59cb\u83b7\u5f97\u6210\u529f<\/p> Persona.ly<\/a>\u7684RTB\u4ea7\u54c1\u9886\u961fJoseph Iris <\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

下载PDF版本的案例研究 Tilting Point介绍 Tilting Point是一家领先的免费游戏发布商，用深度市场营销和产品专长、尖端科技和用户获取基金来增强现有的直播游戏。Tilting Point成立于2012年，已发展壮大，有超过150名员工，在纽约、巴塞罗那、波士顿、基辅、首尔、圣迭戈和圣彼得堡有办公处。Tilting Point最成功的游戏包括星际迷航：Timelines、战锤：混乱与征服，以及海绵宝宝：Krusty Cook-Off。 在2019年6月，Tilting Point开始了到目前为止最大的用户获取提供资金合作伙伴关系，投资最多3000万美元来为游戏开发商Mino Games受欢迎的收集游戏：“Cat Game – The Cats Collector!”的用户获取提供资金。来自Tilting Point的资金将帮助发展Cat Game，该游戏在其iOS测试发行期间位列加拿大和新西兰收益排名前100的应用之中。 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 从三月开始，Persona.ly与Tilting Point团队一起合作扩展他们的程序化活动，以便在美国、加拿大、英国、日本和韩国为Cat Game在iOS和Android上都能触及并获取参与的用户。 考虑到即将来临的iOS 14上的广告标识符（IDFA ）的淘汰，在8月份的LAT（限制广告跟踪）营销活动期间，受到我们机器学习的推动，语境内容定位也开始了，这样无需用户级别的定位也能保持发展。 过程 当我们开始运作营销活动时，我们最初的方法是根据意向进行目标定位。我们以对各种相关类型、机制和主题——一般来说是动物角色并且特别是猫、收集机制、合并机制以及放置机制——显示出直接兴趣的用户为目标。该方法使我们快速获取了有比该类型上通常的D1和D7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达成了ROAS KPI，然后扩展。 在8月里，我们在设立LAT营销活动上的方式是相似的，但更偏重基于安置类应用和Cat Game之间的语境关系。 使用ELMo——一种自然语言处理算法，通过创建应用的应用商店描述的向量表现（与其商店类别相比它明显有更多的代表性），我们能够辨别每个应用的语境，它由其性能、机制和主题组成。 这从而让我们能实时计算推广的应用和每个安置类应用之间的语境距离，并根据它们的语境距离以及我们模式的许多其它性能来设置不同的竞价策略， 从而允许粒度优化以及有效的探索发现。 结果 Persona.ly的团队响应超级快，这在策略上有突然变化时十分有帮助。当为Cat Game的LAT营销活动测试新的优化方法时，他们的团队迅速地适应了我们的特定需求。 Tilting Point的助理用户获取主管Diogo Martins Tilting Point的团队是真正的内行，通过透明的沟通和在共享运作有效的用户获取所需的所有数据上的坦率，他们使我们即使没有用户级别的目标定位也从头开始获得成功 Persona.ly的RTB产品领队Joseph Iris<\/p>\n","protected":false},"author":2,"featured_media":1723,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6,10,16,20],"tags":[92,162,171,183,250,262],"class_list":["post-1720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study","category-insights","category-mobile","category-partners","tag-cat-game","tag-limited-ad-tracking-lat","tag-mino-games","tag-mobile-user-acquisition","tag-tilting-point","tag-user-acqusition"],"acf":[],"yoast_head":"\nTilting Point runs Contextually Driven LAT UA Campaigns with Persona.ly, FTDs Increase | Persona.ly Blog<\/title>\n<meta name=\"description\" content=\"Tilting Point runs Limited Ad Tracking mobile user acquisition campaigns for Cat Game with Persona.ly's DSP resulting in X4 increase in FTD CVR, and 20% higher D3 retention\" \/>\n<meta name=\"robots\" content=\"index, follow, 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