{"id":18155,"date":"2026-06-18T09:19:30","date_gmt":"2026-06-18T09:19:30","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=18155"},"modified":"2026-06-18T11:00:28","modified_gmt":"2026-06-18T11:00:28","slug":"%e6%88%91%e4%bb%ac%e5%a6%82%e4%bd%95%e9%80%9a%e8%bf%87%e7%a8%8b%e5%ba%8f%e5%8c%96%e5%86%8d%e8%90%a5%e9%94%80%e5%9c%a84%e5%91%a8%e5%86%85%e5%ae%9e%e7%8e%b0home-and-shopping-gmv%e5%a2%9e%e9%95%bf60","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2026\/06\/%e6%88%91%e4%bb%ac%e5%a6%82%e4%bd%95%e9%80%9a%e8%bf%87%e7%a8%8b%e5%ba%8f%e5%8c%96%e5%86%8d%e8%90%a5%e9%94%80%e5%9c%a84%e5%91%a8%e5%86%85%e5%ae%9e%e7%8e%b0home-and-shopping-gmv%e5%a2%9e%e9%95%bf60\/","title":{"rendered":"\u6211\u4eec\u5982\u4f55\u901a\u8fc7\u7a0b\u5e8f\u5316\u518d\u8425\u9500\u57284\u5468\u5185\u5b9e\u73b0Home and Shopping GMV\u589e\u957f60%"},"content":{"rendered":"\n

Download the PDF version of the case study<\/a><\/em><\/p>\n\n\n\n

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\"Home<\/a><\/figure>\n<\/div>\n\n\n\n
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Persona.ly\u4e0eHome and Shopping\u5408\u4f5c\uff0c\u5bf9\u5176Android\u79fb\u52a8\u5e94\u7528\u7684\u6d41\u5931\u7528\u6237\u8fdb\u884c\u518d\u8425\u9500\u3002Home and Shopping\u4e0b\u8f7d\u91cf\u8d85\u8fc71000\u4e07\u6b21\uff0c\u662f\u97e9\u56fd\u6700\u53d7\u6b22\u8fce\u7684\u7535\u5546\u5e94\u7528\u4e4b\u4e00\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u6210\u679c\u4e00\u89c8<\/h2>\n\n\n\n
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5.4\u500d<\/strong><\/p>\n\n\n\n

\u7b2c3\u5468D1 ROAS KPI\u8d85\u51fa5.4\u500d<\/p>\n<\/div>\n\n\n\n

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60%<\/strong><\/p>\n\n\n\n

4\u5468\u5185\u540c\u671f\u7fa4GMV\u589e\u957f<\/p>\n<\/div>\n\n\n\n

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2.3\u500d<\/strong><\/p>\n\n\n\n

4\u5468\u5185\u6bcf\u4f4d\u91cd\u65b0\u6fc0\u6d3b\u7528\u6237GMV\u589e\u957f<\/p>\n<\/div>\n<\/div>\n\n\n\n

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

\u6b64\u6b21\u6d3b\u52a8\u7684\u4e3b\u8981\u76ee\u6807\u662f\u91cd\u65b0\u6fc0\u6d3b\u66fe\u5728Home and Shopping\u5e94\u7528\u5185\u6709\u8fc7\u8d2d\u4e70\u8bb0\u5f55\u7684\u6c89\u7761\u9ad8\u4ef7\u503c\u7528\u6237\uff0c\u5f15\u5bfc\u5176\u8fdb\u884c\u66f4\u591a\u5e94\u7528\u5185\u8d2d\u4e70\uff0c\u4ece\u800c\u63d0\u5347\u603b\u5546\u54c1\u4ea4\u6613\u989d\uff08GMV\uff09\u548c\u7528\u6237\u7ec8\u8eab\u4ef7\u503c\u3002
\u6d3b\u52a8\u6548\u679c\u4f9d\u636e\u7279\u5b9a\u7684D1 ROAS KPI\u8fdb\u884c\u8bc4\u4f30\u3002<\/p>\n\n\n\n

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\"Sunmin<\/figure>\n<\/div>\n\n\n\n
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\u6211\u4eec\u4e0ePersona.ly\u5f00\u5c55\u7684\u518d\u8425\u9500\u6d3b\u52a8\u4ece\u7b2c\u4e00\u5929\u8d77\u5c31\u53d6\u5f97\u4e86\u5353\u8d8a\u6210\u7ee9\uff0c\u6301\u7eed\u8d85\u8d8aKPI\u5e76\u4e0d\u65ad\u63d0\u5347\u3002\u9664\u51fa\u8272\u8868\u73b0\u5916\uff0c\u6b64\u6b21\u6d3b\u52a8\u6e05\u6670\u8bc1\u660e\u4e86\u5728\u5408\u9002\u6280\u672f\u4e0e\u6570\u636e\u5904\u7406\u80fd\u529b\u7684\u652f\u6491\u4e0b\uff0c\u518d\u8425\u9500\u6240\u5177\u5907\u7684\u771f\u6b63\u6f5c\u529b\u3002\u5b83\u63a8\u52a8\u4e86\u663e\u8457\u7684\u5229\u6da6\u589e\u957f\uff0c\u5c06\u518d\u8425\u9500\u8f6c\u53d8\u4e3a\u9ad8\u6548\u7684\u8425\u6536\u5f15\u64ce\u3002<\/p>\n\n\n\n

\u8fd9\u4e00\u6210\u529f\u6df1\u5316\u4e86\u53cc\u65b9\u5408\u4f5c\u5173\u7cfb\uff0c\u6211\u4eec\u671f\u5f85\u501f\u52a9\u8fd9\u4e00\u52bf\u5934\uff0c\u5728\u5047\u65e5\u5b63\u5230\u6765\u4e4b\u9645\u91ca\u653e\u66f4\u5927\u7684\u5f71\u54cd\u529b\u3002<\/p>\n\n\n\n

Sunmin Kwon, Manager, Marketing Team, Home & Shopping<\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u7a0b\u5e8f\u5316\u518d\u8425\u9500\u6d41\u7a0b<\/h2>\n\n\n\n

\u5728\u4e3aHome and Shopping\u542f\u52a8\u6d3b\u52a8\u65f6\uff0c\u6211\u4eec\u5229\u7528\u4e13\u6709\u7684Live Audiences\u7ec6\u5206\u5f15\u64ce\uff0c\u6784\u5efa\u4e86\u66fe\u5728\u5e94\u7528\u5185\u6709\u8fc7\u8d2d\u4e70\u8bb0\u5f55\u4f46\u5df2\u6c89\u7761\u4e00\u6bb5\u65f6\u95f4\u7684\u9ad8\u4ef7\u503c\u7528\u6237\u7ec6\u5206\u7fa4\u4f53\u3002<\/p>\n\n\n\n

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Live Audiences<\/em><\/strong> \u7ec6\u5206\u5f15\u64ce<\/strong><\/a>\u5bf9\u5ba2\u6237\u514d\u8d39\u63d0\u4f9b\uff0c\u4e0e\u6211\u4eec\u7684\u7a0b\u5e8f\u5316DSP\u53ca\u5ba2\u6237\u9996\u9009\u7684MMP\/CDP\u539f\u751f\u96c6\u6210\u3002<\/p>\n\n\n\n

\u76f4\u63a5\u96c6\u6210\u652f\u6301\u5b9e\u65f6\u66f4\u65b0\u53d7\u4f17\uff0c\u5229\u7528\u5b9e\u65f6\u6570\u636e\u9ad8\u6548\u89e6\u8fbe\u6700\u76f8\u5173\u7684\u7ec6\u5206\u7fa4\u4f53\uff0c\u65e0\u9700\u4f9d\u8d56\u6279\u91cf\u5904\u7406\u6570\u636e\u7684\u7b2c\u4e09\u65b9\u5de5\u5177\uff0c\u4ece\u800c\u907f\u514d\u5b66\u4e60\u5ef6\u8fdf\u3001\u9519\u8fc7\u8d2d\u4e70\u610f\u56fe\u5cf0\u503c\u53ca\u9884\u7b97\u6d6a\u8d39\u3002<\/p>\n\n\n\n

\u65e0\u9700\u4f9d\u8d56\u6279\u91cf\u5904\u7406\u6570\u636e\u7684\u7b2c\u4e09\u65b9\u5de5\u5177\uff0c\u4ece\u800c\u907f\u514d\u5b66\u4e60\u5ef6\u8fdf\u3001\u9519\u8fc7\u8d2d\u4e70\u610f\u56fe\u5cf0\u503c\u53ca\u9884\u7b97\u6d6a\u8d39\u3002<\/p>\n<\/div>\n\n\n\n

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\"Live<\/figure>\n\n\n\n
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Persona.ly’s Live Audiences segmentation engine in action<\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u6d3b\u52a8\u7b2c\u4e00\u5468\u8d77\uff0c\u6211\u4eec\u7684\u8868\u73b0\u5c31\u8d85\u51faROAS D1 KPI\u4e09\u500d\u3002<\/strong><\/p>\n\n\n\n

\u968f\u7740\u6d3b\u52a8\u63a8\u8fdb\uff0c\u6211\u4eec\u6839\u636e\u7528\u6237\u8fc7\u53bb\u7684\u5e94\u7528\u5185\u884c\u4e3a\uff0c\u6df1\u5165\u4e86\u89e3\u4e86\u54ea\u4e9b\u53d7\u4f17\u7fa4\u4f53\u6700\u6709\u53ef\u80fd\u56de\u5f52\u5e94\u7528\u5e76\u8fdb\u884c\u989d\u5916\u8d2d\u4e70\u3002
\u901a\u8fc7\u5bf9\u5e94\u7528\u5185\u6d3b\u52a8\u6570\u636e\u8fdb\u884c\u6df1\u5ea6\u5207\u5206\u5206\u6790\uff0c\u6211\u4eec\u5f97\u4ee5\u6d4b\u8bd5\u5404\u7c7b\u53d7\u4f17\u7ec4\u5408\u5e76\u627e\u51fa\u8868\u73b0\u6700\u4f73\u7684\u7ec4\u5408\uff0c\u4ece\u800c\u5728\u6bcf\u6b21\u7ade\u4ef7\u4e2d\u5b9e\u73b0\u6700\u9ad8\u7cbe\u51c6\u5ea6\u7684\u51fa\u4ef7\u3002<\/p>\n\n\n\n

\u5728ML\u9a71\u52a8\u7684DSP\u79ef\u7d2f\u4e86\u8db3\u591f\u6570\u636e\u4ee5\u8bc6\u522b\u9ad8\u8f6c\u5316\u53d7\u4f17\u540e\uff0c\u6211\u4eec\u6784\u5efa\u4e86\u5b9a\u5236\u5316ML\u5b9a\u5411\u6a21\u578b<\/strong>\uff0c\u7cbe\u51c6\u9501\u5b9a\u53ef\u80fd\u56de\u5f52\u5e76\u8fdb\u884c\u989d\u5916\u8d2d\u4e70\u7684\u9ad8\u610f\u5411\u7528\u6237\u3002\u501f\u52a9\u4ef7\u503c\u4f18\u5316\u7ade\u4ef7\u5b9e\u73b0\u7cbe\u51c6\u5b9a\u5411\uff0c\u6700\u7ec8\u5927\u5e45\u8d85\u8d8a\u5ba2\u6237KPI\u3002<\/p>\n\n\n\n

\u51ed\u501f\u5148\u8fdb\u7684\u7ec6\u5206\u7b56\u7565\u3001\u6218\u7565\u6027\u65b9\u6cd5\u548c\u5b9a\u5236\u5316ML\u5b9a\u5411\u80fd\u529b\uff0c\u6211\u4eec\u5728\u7b2c3\u5468\u5b9e\u73b0\u4e86D1 ROAS\u8d85KPI 5.4\u500d\u7684\u6210\u7ee9\u3002<\/strong><\/p>\n\n\n\n

\"ROAS<\/figure>\n\n\n\n
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\u518d\u8425\u9500\u6700\u4f73\u5b9e\u8df5<\/h2>\n\n\n\n

Home and Shopping\u7684\u6d3b\u52a8\u6210\u679c\u6e90\u4e8e\u5bf9\u518d\u8425\u9500\u6700\u4f73\u5b9e\u8df5\u7684\u7cbe\u51c6\u6267\u884c\u3002<\/p>\n\n\n\n

\u72ec\u5bb6\u4f7f\u7528\u89c6\u9891\u7d20\u6750<\/h3>\n\n\n\n
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Home and Shopping\u4e13\u95e8\u6295\u653e\u5168\u5c4f\u63d2\u5c4f\u89c6\u9891\u7d20\u6750\u3002\u8be5\u683c\u5f0f\u5360\u636e\u6574\u4e2a\u5c4f\u5e55\uff0c\u80fd\u83b7\u53d6\u7528\u6237\u5168\u90e8\u6ce8\u610f\u529b\uff0c\u76f8\u8f83\u4e8e\u4f20\u7edf\u6a2a\u5e45\u5e7f\u544a\uff0c\u53ef\u5e26\u6765\u660e\u663e\u66f4\u9ad8\u8d28\u91cf\u7684\u4e92\u52a8\u3002<\/p>\n<\/div>\n\n\n\n

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\"Home<\/figure>\n<\/div>\n<\/div>\n\n\n\n
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\u6bcf\u6b21\u7d20\u6750\u8f6e\u64ad\u540e\uff0c\u6211\u4eec\u7684ML\u6a21\u578b\u4f1a\u8bc4\u4f30\u6bcf\u4e2a\u7d20\u6750\u7684\u8868\u73b0\uff0c\u4ece\u6bcf\u7ec4\u4e2d\u9009\u51fa\u6700\u4f18\u7d20\u6750\uff0c\u5e76\u4f18\u5316\u9884\u7b97\u5206\u914d\u4ee5\u6700\u5927\u5316\u6548\u679c\u3002<\/p>\n\n\n\n

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\u6df1\u5ea6\u94fe\u63a5<\/h3>\n\n\n\n

Home and Shopping\u5b9e\u65bd\u4e86\u6df1\u5ea6\u94fe\u63a5\uff0c\u4ee5\u51cf\u5c11\u7528\u6237\u6469\u64e6\u3001\u52a0\u901f\u8f6c\u5316\u3002\u4e0e\u6807\u51c6\u8ffd\u8e2a\u94fe\u63a5\u76f8\u6bd4\uff0c\u6df1\u5ea6\u94fe\u63a5\u5c06\u7528\u6237\u76f4\u63a5\u5f15\u5bfc\u81f3\u76f8\u5173\u4ea7\u54c1\u548c\u4e2a\u6027\u5316\u4f18\u60e0\uff0c\u901a\u8fc7\u6700\u5c0f\u5316\u74f6\u9888\u663e\u8457\u63d0\u5347\u8868\u73b0\u3002<\/p>\n\n\n\n

\u7d20\u6750\u8f6e\u64ad<\/h3>\n\n\n\n

Home and Shopping\u5e94\u7528\u4ee5\u4fc3\u9500\u6fc0\u52b1\u3001\u6b22\u8fce\u4f18\u60e0\u548c\u62bd\u5956\u6d3b\u52a8\u8457\u79f0\u3002\u5e7f\u544a\u7d20\u6750\u8f6e\u64ad<\/a>\u4e0e\u8fd9\u4e9b\u4fc3\u9500\u5468\u671f\u4fdd\u6301\u540c\u6b65\uff0c\u5e7f\u544a\u7ec4\u6bcf\u5468\u66f4\u65b0\u3002<\/p>\n\n\n\n

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\u6d3b\u52a8\u6210\u679c<\/h2>\n\n\n\n

\u9884\u6d4b\u5e74\u9f84\u5bf9GMV\u548cCVR\u7684\u5f71\u54cd<\/h3>\n\n\n\n

\u4e0e\u6240\u6709\u4e3b\u8981\u5e7f\u544a\u4ea4\u6613\u6240\u96c6\u6210\uff0c\u6bcf\u79d2\u5904\u7406\u8d85\u8fc7400\u4e07\u6b21\u5e7f\u544a\u7ade\u4ef7\u3002<\/p>\n\n\n\n

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Home and Shopping\u7684\u521d\u59cb\u5b9a\u5411\u8bbe\u7f6e\u5c06\u9884\u6d4b\u5e74\u9f84\u548c\u6027\u522b\u4f5c\u4e3a\u63a8\u52a8\u8f6c\u5316\u6210\u529f\u7684\u5173\u952e\u56e0\u7d20\u3002\u968f\u7740\u6d3b\u52a8\u63a8\u8fdb\uff0c\u6211\u4eec\u7684\u7a0b\u5e8f\u5316ML\u9a71\u52a8\u7ade\u4ef7\u7cfb\u7edf\u8bc6\u522b\u51fa\u4e86\u591a\u79cd\u8f6c\u5316\u6a21\u5f0f\u3002<\/p>\n\n\n\n

\u6027\u522b\u56e0\u7d20\u5f71\u54cd\u4e0d\u663e\u8457\uff0c\u4f46\u4e2d\u8001\u5e74\u7528\u6237\u7fa4\u4f53\u76f8\u6bd4\u5176\u4ed6\u5e74\u9f84\u7ec6\u5206\u7fa4\u4f53\uff0c\u6bcf\u7528\u6237GMV\u53ca\u4ece\u518d\u5f52\u56e0\u5230\u8d2d\u4e70\u7684\u8f6c\u5316\u7387\u9ad8\u51fa22%\u3002<\/p>\n<\/div>\n\n\n\n

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\"The<\/figure>\n<\/div>\n<\/div>\n\n\n\n
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\u5e94\u7528\u4ef7\u503c\u4f18\u5316\u7ade\u4ef7\u63a8\u52a8GMV\u589e\u957f<\/h3>\n\n\n\n
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\"GMV<\/figure>\n<\/div>\n\n\n\n
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\u6211\u4eec\u7684ML\u7b97\u6cd5\u8bc6\u522b\u51fa\u5386\u53f2\u8d2d\u4e70\u8bb0\u5f55\u662f\u5f3a\u6709\u529b\u7684\u8f6c\u5316\u9884\u6d4b\u6307\u6807\u3002\u9ad8\u9891\u8d2d\u4e70\u8005\u7fa4\u4f53\u7684\u8868\u73b0\u662f\u4e00\u6b21\u6027\u8d2d\u4e70\u8005\u76845\u500d<\/strong>\uff0c\u5bf9\u9ad8\u6d88\u8d39\u7528\u6237\u8fdb\u884c\u518d\u8425\u9500\u5e26\u6765\u4e86\u6700\u663e\u8457\u7684\u6548\u679c\uff0c\u8d85\u8d8aROAS KPI\u8fbe10\u500d\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u5229\u7528\u8fd9\u4e9b\u6d1e\u5bdf\uff0c\u6211\u4eecML\u9a71\u52a8\u7684\u7ade\u4ef7\u7cfb\u7edf\u52a8\u6001\u4f18\u5316\u4e86\u9488\u5bf9\u9ad8\u610f\u5411\u7fa4\u4f53\u7684\u51fa\u4ef7<\/strong>\u3002\u8fd9\u5b9e\u73b0\u4e86\u5b9e\u65f6\u7cbe\u51c6\u518d\u8425\u9500\uff0c\u5728\u7528\u6237\u8d2d\u4e70\u610f\u5411\u5cf0\u503c\u65f6\u523b\u6355\u83b7\u7528\u6237\uff0c\u5e76\u901a\u8fc7\u5373\u65f6ML\u4f18\u5316\u5927\u5e45\u63d0\u5347\u9884\u7b97\u6548\u7387\u3002<\/p>\n\n\n\n

\u901a\u8fc7\u4ef7\u503c\u4f18\u5316\u7ade\u4ef7\uff0cHome and Shopping<\/em>\u5728\u65e0\u9700\u989d\u5916\u6295\u5165\u7684\u60c5\u51b5\u4e0b\u5b9e\u73b0\u4e86\u91cd\u65b0\u6fc0\u6d3b\u7528\u6237\u4eba\u5747GMV 2.3\u500d\u3001\u6574\u4f53GMV 1.6\u500d\u7684\u589e\u957f\u3002<\/strong><\/p>\n\n\n\n

<\/div>\n\n\n\n

\u5173\u4e8eHome and Shopping<\/h2>\n\n\n\n

Home and Shopping\u662f\u97e9\u56fd\u9886\u5148\u7684\u7535\u5546\u5e73\u53f0\u4e4b\u4e00\uff0c\u4e13\u6ce8\u4e8e\u7535\u89c6\u8d2d\u7269\u548c\u79fb\u52a8\u7535\u5546\u3002\u8be5\u5e73\u53f0\u4e8e2011\u5e74\u6210\u7acb\uff0c\u65e8\u5728\u62d3\u5c55\u4e2d\u5c0f\u4f01\u4e1a\u9500\u552e\u6e20\u9053\uff0c\u901a\u8fc7\u5e7f\u64ad\u4e0e\u6570\u5b57\u6e20\u9053\u7684\u878d\u5408\u5c06\u6d88\u8d39\u8005\u4e0e\u672c\u571f\u5546\u54c1\u8fde\u63a5\u8d77\u6765\u3002<\/p>\n\n\n\n

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

\u4e0eHome and Shopping\u7684\u5408\u4f5c\u582a\u79f0\u5353\u8d8a\u3002\u51ed\u501f\u5148\u8fdb\u7684ML\u80fd\u529b\u548c\u91cf\u8eab\u5b9a\u5236\u7684\u7b56\u7565\uff0c\u6211\u4eec\u53d6\u5f97\u4e86\u524d\u6240\u672a\u6709\u7684\u6210\u679c\u3002\u6211\u4eec\u4e3aML\u9a71\u52a8\u7684DSP\u5728\u7535\u5546\u7b49\u591a\u4e2a\u5782\u76f4\u9886\u57df\u7684\u51fa\u8272\u8868\u73b0\u611f\u5230\u81ea\u8c6a\uff0c\u5e76\u5c06\u6301\u7eed\u81f4\u529b\u4e8e\u62d3\u5c55\u97e9\u56fd\u5e02\u573a\uff0c\u4e3a\u672c\u5730\u5e7f\u544a\u4e3b\u63d0\u4f9b\u9886\u5148\u7684\u7a0b\u5e8f\u5316DSP\u89e3\u51b3\u65b9\u6848\u3002
<\/p>\n\n\n\n

Shana Kim \u2013 Business Director APAC at Persona.ly<\/p>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n\n\n\n

\u5173\u4e8ePersona.ly<\/h2>\n\n\n\n

Persona.ly\u662f\u4e00\u5bb6\u6570\u636e\u9a71\u52a8\u7684\u4ea7\u54c1\u516c\u53f8\uff0c\u4e13\u6ce8\u4e8e\u79fb\u52a8\u7528\u6237\u83b7\u53d6\u4e0e\u518d\u8425\u9500\uff0c\u4f9d\u6258\u4e13\u6709\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u548c\u5f3a\u5927\u7684\u7b2c\u4e00\u65b9\u6570\u636e\u7ba1\u7406\u5e73\u53f0\u63d0\u4f9b\u670d\u52a1\u3002<\/p>\n\n\n\n

\u6211\u4eec\u5e2e\u52a9King\u3001Tencent\u3001Papaya\u3001NextNinja\u3001Tilting Point\u3001Nexon<\/a>\u7b49\u9886\u5148\u79fb\u52a8\u516c\u53f8\uff0c\u901a\u8fc7\u7cbe\u51c6\u9884\u6d4b\u6700\u6709\u53ef\u80fd\u53c2\u4e0e\u548c\u8f6c\u5316\u7684\u7528\u6237\uff0c\u5b9e\u73b0\u5e76\u8d85\u8d8a\u5176\u589e\u957f\u76ee\u6807\u3002\u6211\u4eec\u7684\u673a\u5668\u5b66\u4e60\u6a21\u578b\u9488\u5bf9\u57fa\u4e8e\u9884\u6d4bLTV\u7684\u9ad8\u4ef7\u503c\u7528\u6237\u5b9a\u5411\u8fdb\u884c\u4f18\u5316\uff0c\u63a8\u52a8\u5f3a\u52b2\u7684ROAS<\/a>\u548c\u957f\u671f\u7528\u6237\u8d28\u91cf\u3002<\/p>\n\n\n\n

\u4e0e\u6240\u6709\u4e3b\u8981\u5e7f\u544a\u4ea4\u6613\u6240\u96c6\u6210\uff0c\u5168\u7403\u6bcf\u79d2\u5904\u7406\u8d85\u8fc7400\u4e07\u6b21\u5e7f\u544a\u7ade\u4ef7\u3002<\/p>\n\n\n\n

\u5c06\u5b9e\u65f6\u9884\u6d4b\u5206\u6790\u4e0e\u7a0b\u5e8f\u5316\u89c4\u6a21\u76f8\u7ed3\u5408\uff0c\u6211\u4eec\u52a9\u529b\u5408\u4f5c\u4f19\u4f34\u5b9e\u73b0\u66f4\u667a\u80fd\u7684\u589e\u957f\u3001\u66f4\u9ad8\u7684LTV\u4ee5\u53ca\u53ef\u91cf\u5316\u7684\u589e\u91cf\u5f71\u54cd\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"

Download the PDF version of the case study Persona.ly与Home and Shopping合作，对其Android移动应用的流失用户进行再营销。Home and Shopping下载量超过1000万次，是韩国最受欢迎的电商应用之一。 成果一览 5.4倍 第3周D1 ROAS KPI超出5.4倍 60% 4周内同期群GMV增长 2.3倍 4周内每位重新激活用户GMV增长 活动目标 此次活动的主要目标是重新激活曾在Home and Shopping应用内有过购买记录的沉睡高价值用户，引导其进行更多应用内购买，从而提升总商品交易额（GMV）和用户终身价值。活动效果依据特定的D1 ROAS KPI进行评估。 我们与Persona.ly开展的再营销活动从第一天起就取得了卓越成绩，持续超越KPI并不断提升。除出色表现外，此次活动清晰证明了在合适技术与数据处理能力的支撑下，再营销所具备的真正潜力。它推动了显著的利润增长，将再营销转变为高效的营收引擎。 这一成功深化了双方合作关系，我们期待借助这一势头，在假日季到来之际释放更大的影响力。 Sunmin Kwon, Manager, Marketing Team, Home & Shopping 程序化再营销流程 在为Home and Shopping启动活动时，我们利用专有的Live Audiences细分引擎，构建了曾在应用内有过购买记录但已沉睡一段时间的高价值用户细分群体。 Live Audiences 细分引擎对客户免费提供，与我们的程序化DSP及客户首选的MMP\/CDP原生集成。 直接集成支持实时更新受众，利用实时数据高效触达最相关的细分群体，无需依赖批量处理数据的第三方工具，从而避免学习延迟、错过购买意图峰值及预算浪费。 无需依赖批量处理数据的第三方工具，从而避免学习延迟、错过购买意图峰值及预算浪费。 Persona.ly’s Live Audiences segmentation engine in action … <\/p>\n

Continue reading “\u6211\u4eec\u5982\u4f55\u901a\u8fc7\u7a0b\u5e8f\u5316\u518d\u8425\u9500\u57284\u5468\u5185\u5b9e\u73b0Home and Shopping GMV\u589e\u957f60%”<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":18103,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-18155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies"],"acf":[],"yoast_head":"\n\u6211\u4eec\u5982\u4f55\u901a\u8fc7\u7a0b\u5e8f\u5316\u518d\u8425\u9500\u57284\u5468\u5185\u5b9e\u73b0Home and Shopping GMV\u589e\u957f60% | Persona.ly Blog<\/title>\n<meta name=\"description\" content=\"Download the PDF version of the case study Persona.ly\u4e0eHome and Shopping\u5408\u4f5c\uff0c\u5bf9\u5176Android\u79fb\u52a8\u5e94\u7528\u7684\u6d41\u5931\u7528\u6237\u8fdb\u884c\u518d\u8425\u9500\u3002Home and 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