{"id":1986,"date":"2021-02-09T10:31:02","date_gmt":"2021-02-09T10:31:02","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=1986"},"modified":"2022-12-22T14:09:20","modified_gmt":"2022-12-22T14:09:20","slug":"%e6%88%91%e4%bb%ac%e6%98%af%e5%a6%82%e4%bd%95%e5%9c%a8433%e7%9a%84%e9%a2%86%e5%a4%b4%e4%bd%9c%e5%93%81boxing-star%e4%b8%8a%e8%b6%85%e8%b6%8a%e4%ba%86%e5%ae%83%e7%9a%84kpi%e7%9b%ae","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2021\/02\/%e6%88%91%e4%bb%ac%e6%98%af%e5%a6%82%e4%bd%95%e5%9c%a8433%e7%9a%84%e9%a2%86%e5%a4%b4%e4%bd%9c%e5%93%81boxing-star%e4%b8%8a%e8%b6%85%e8%b6%8a%e4%ba%86%e5%ae%83%e7%9a%84kpi%e7%9b%ae\/","title":{"rendered":"\u6211\u4eec\u662f\u5982\u4f55\u57284:33\u7684\u9886\u5934\u4f5c\u54c1\u201cBoxing Star\u201d\u4e0a\u8d85\u8d8a\u4e86\u5b83\u7684KPI\u76ee\u6807"},"content":{"rendered":"\n

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

4:33\u4ecb\u7ecd<\/h2>\n\n\n\n

4:33 Creative Lab<\/a>\uff08FourThirtyThree Inc.\uff09\u4e8e2009\u5e74\u5728\u97e9\u56fd\u9996\u5c14\u6210\u7acb\uff0c\u662f\u4e00\u5bb6\u624b\u673a\u6e38\u620f\u53d1\u5e03\u548c\u5f00\u53d1\u516c\u53f8\u3002\u6700\u5f00\u59cb\u5b83\u662f\u4e00\u5bb6\u53d1\u5e03\u5546\uff0c\u800c\u57282017\u5e74\uff0c4:33 Creative Lab<\/a>\u62d3\u5c55\u4e86\u4e1a\u52a1\uff0c\u5f00\u59cb\u81ea\u4e3b\u5f00\u53d1\u6e38\u620f\u4f5c\u54c1\u3002 <\/p>\n\n\n\n

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\u4ed6\u4eec\u5728\u5168\u7403\u8303\u56f4\u7684\u9886\u5934\u4f5c\u54c1\u6709Boxing Star<\/a>\u3001Monster Super League<\/a>\u3001Battle Boom<\/a>\u3001Battle of Arrow: Survival PvP<\/a>\u3002\u800c\u5728\u97e9\u56fd\u7684\u9886\u5934\u4f5c\u54c1\u5305\u62ecThe Heaven Sword\u548cDragon Saber<\/a> for Kakao\u3001Monster Super League<\/a>\uff0c\u4ee5\u53caCity of Mist 2\u3002 <\/a><\/p>\n\n\n\n

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

Persona.ly<\/a>\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\u3002 <\/p>\n\n\n\n

Persona.ly<\/a>\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\u4e0e4:33 Creative Lab<\/a>\u5728\u5176\u9886\u5934\u4f5c\u54c1\u4e4b\u4e00\u201cBoxing Star<\/a>\u201d\u4e0a\u5408\u4f5c\uff0c\u81f4\u529b\u4e8e\u5b9e\u73b0\u5e94\u7528\u589e\u957f\uff0c\u5e76\u83b7\u53d6\u4f1a\u8fdb\u884c\u5e94\u7528\u5185\u8d2d\u4e70\u7684\u6709\u9ad8\u5ea6\u53c2\u4e0e\u6027\u7684\u7528\u6237\u4ee5\u5b9e\u73b0\u4ed6\u4eec\u7684ROAS KPI<\/a>\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\u6d41SSP\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\u76ee\u6807\u5b9a\u4f4d\u6765\u8fd0\u4f5c\u6709\u6548\u7684\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\u50cf4:33 Creative Lab<\/a>\u8fd9\u6837\u7684\u624b\u673a\u5e94\u7528\u5f00\u53d1\u5546\u4e3a\u5176\u6e38\u620f\u83b7\u53d6\u6700\u6709\u4ef7\u503c\u7528\u6237\u3002 <\/p>\n\n\n\n

\u6211\u4eec\u4e3a4:33<\/a>\u7684\u201cBoxing Star<\/a>\u201d\u8fdb\u884c\u7684\u79fb\u52a8\u7528\u6237\u83b7\u53d6\u8425\u9500\u6d3b\u52a8\u5728\u97e9\u56fd\u548c\u7f8e\u56fd\u7684iOS\u548cAndroid\u90fd\u8fdb\u884c\u4e86\u8fd0\u4f5c\uff0c\u5176\u6700\u521d\u65b9\u6cd5\u662f\u57fa\u4e8e\u610f\u5411\u7684\u76ee\u6807\u5b9a\u4f4d\u3002\u6211\u4eec\u6839\u636e\u73b0\u6709\u7684\u53c2\u4e0e\u7528\u6237\u4ee5\u53ca\u5bf9\u5404\u79cd\u4f53\u80b2\u7ade\u6280\u6e38\u620f\u7c7b\u578b\u663e\u793a\u51fa\u76f4\u63a5\u5174\u8da3\u7684\u7528\u6237\u7fa4\u800c\u5bf9\u5404\u79cd\u76f8\u4f3c\u53d7\u4f17\u4eba\u7fa4\u8fdb\u884c\u4e86\u5b9a\u4f4d\u3002 <\/p>\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\u6700\u6709\u4ef7\u503c\u7528\u6237\u7684\u6a21\u5f0f\u2014\u2014\u5373\u5728\u5b89\u88c5\u5f53\u5929\u5c31\u8fdb\u884c\u4e86\u8d2d\u4e70\u5e76\u4e14\u5728\u4ece\u6240\u6709\u7528\u6237\u91cc\u751f\u6210\u7684\u76c8\u5229\u65b9\u9762\u662f\u4f4d\u4e8e\u524d20%\u7684\u7528\u6237\uff0c\u8fd9\u8ba9\u6211\u4eec\u80fd\u591f\u5bf9\u76f8\u4f3c\u7528\u6237\u8fdb\u884c\u5b9a\u4f4d\uff0c\u5e76\u6700\u7ec8\u8d85\u8d8a\u4e86\u660e\u786e\u7684KPI\u3002 <\/p>\n\n\n\n

\u7ed3\u679c <\/h2>\n\n\n\n

\u5728Android\u7f8e\u56fd\u8425\u9500\u6d3b\u52a8\u4e2d\uff0c\u5728\u8425\u9500\u6d3b\u52a8\u7684\u5934\u4e2a\u6708\uff08\u5b9e\u9645\u4e0a\u662f\u63a2\u7d22\u671f\uff09\u540e\uff0c\u6211\u4eec\u5728\u7b2c\u4e8c\u4e2a\u6708\u91cc\u8d85\u8d8a\u4e86ROAS KPI\u5e76\u4e14\u4e4b\u540e\u6709\u663e\u8457\u7684\u63d0\u9ad8\uff1a <\/p>\n\n\n

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

\u5728Android\u97e9\u56fd\u8425\u9500\u6d3b\u52a8\u4e2d\uff0c\u5728\u5b9e\u65bd\u4e86\u4ea4\u53c9\u5b66\u4e60\u6280\u672f\u540e\uff0c\u6211\u4eec\u80fd\u591f\u5728\u7b2c\u4e8c\u5468\u5185\u8d85\u8d8a\u4e86KPI\u5e76\u5728\u6574\u4e2a\u6d3b\u52a8\u671f\u95f4\u7ef4\u6301\u4ee5\u4e0aKPI\u8868\u73b0\uff1a <\/p>\n\n\n

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

<\/p>\n\n\n

\n
\"4:33\u7684\u5e02\u573a\u8425\u9500\u521b\u610f\u90e8\u603b\u76d1Juhan<\/figure><\/div>\n\n\n
\n

Persona.ly\u56e2\u961f\u5728\u5feb\u901f\u53cd\u9988\u548c\u8425\u9500\u6d3b\u52a8\u4e1a\u7ee9\u65b9\u9762\u8868\u73b0\u5730\u5f88\u4ee4\u6211\u4eec\u6ee1\u610f\u3002\u5728\u7f8e\u56fd\uff0c\u6211\u4eec\u7684Boxing Star\u5728\u957f\u671f\u76ee\u6807\u4e0a\u8868\u73b0\u826f\u597d\u3002\u53e6\u5916\uff0c\u4ed6\u4eec\u7684\u63a7\u5236\u677f\u5f88\u7b80\u6613\uff0c\u4f7f\u6211\u4eec\u8f7b\u677e\u8fdb\u884c\u63a7\u5236\u5e76\u8ffd\u8e2a\u3002 <\/p>\n4:33\u7684\u5e02\u573a\u8425\u9500\u521b\u610f\u90e8\u603b\u76d1Juhan Lee <\/cite><\/blockquote>\n\n\n

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\"Persona.ly\u4e9a\u592a\u5730\u533a\u4e3b\u7ba1Ryu<\/figure><\/div>\n\n\n
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\u591a\u4e8f\u4e864:33\u548cPersona.ly\u56e2\u961f\u7684\u79ef\u6781\u5408\u4f5c\uff0c\u6211\u4eec\u624d\u6709\u53ef\u80fd\u5b9e\u73b04:33\u7684\u77ed\u671f\u548c\u957f\u671fKPI\u3002\u4e24\u5bb6\u516c\u53f8\u5206\u522b\u5171\u4eab\u4e86\u81ea\u5df1\u7684\u6e38\u620f\u5185\u5bb9\u8ba1\u5212\u548c\u8425\u9500\u6d3b\u52a8\u8ba1\u5212\uff0c\u8fd9\u8ba9\u5927\u5bb6\u80fd\u66f4\u8f7b\u677e\u5730\u5e94\u5bf9\u8425\u9500\u6d3b\u52a8\u4e2d\u7684\u610f\u5916\u53d8\u5316\u3002 <\/p>\nPersona.ly\u4e9a\u592a\u5730\u533a\u4e3b\u7ba1Ryu Myong <\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

下载PDF版本的案例研究 4:33介绍 4:33 Creative Lab（FourThirtyThree Inc.）于2009年在韩国首尔成立，是一家手机游戏发布和开发公司。最开始它是一家发布商，而在2017年，4:33 Creative Lab拓展了业务，开始自主开发游戏作品。 自那时起，该公司开发了数个在国际上获得了成功且获奖作品，以及韩国本土游戏作品。这些作品属于多种游戏类型，包括体育竞技、角色扮演游戏（RPG）、策略类、动作等等。 他们在全球范围的领头作品有Boxing Star、Monster Super League、Battle Boom、Battle of Arrow: Survival PvP。而在韩国的领头作品包括The Heaven Sword和Dragon Saber for Kakao、Monster Super League，以及City of Mist 2。 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4:33 Creative Lab在其领头作品之一“Boxing Star”上合作，致力于实现应用增长，并获取会进行应用内购买的有高度参与性的用户以实现他们的ROAS KPI。 过程 我们专有的程序化DSP对接了所有主流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，我们运用用户级别目标定位来运作有效的用户获取营销活动。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4:33 Creative Lab这样的手机应用开发商为其游戏获取最有价值用户。 我们为4:33的“Boxing Star”进行的移动用户获取营销活动在韩国和美国的iOS和Android都进行了运作，其最初方法是基于意向的目标定位。我们根据现有的参与用户以及对各种体育竞技游戏类型显示出直接兴趣的用户群而对各种相似受众人群进行了定位。 我们把这种意向与和时间有关的维度结合在一起，例如用户在当前会话中的位置和使用频率，不仅要对这些有较高意向的用户进行竞价，而且还要在最合适的时候吸引他们“采用”新游戏。 这个方法让我们的营销活动能够快速获得安装关注度，并迅速增加IPM，这让我们能提高竞价和总量。 之后，我们的机器学习模型逐渐学会了最有价值用户的模式——即在安装当天就进行了购买并且在从所有用户里生成的盈利方面是位于前20%的用户，这让我们能够对相似用户进行定位，并最终超越了明确的KPI。 结果 在Android美国营销活动中，在营销活动的头个月（实际上是探索期）后，我们在第二个月里超越了ROAS KPI并且之后有显著的提高： 在Android韩国营销活动中，在实施了交叉学习技术后，我们能够在第二周内超越了KPI并在整个活动期间维持以上KPI表现： Persona.ly团队在快速反馈和营销活动业绩方面表现地很令我们满意。在美国，我们的Boxing Star在长期目标上表现良好。另外，他们的控制板很简易，使我们轻松进行控制并追踪。 4:33的市场营销创意部总监Juhan Lee 多亏了4:33和Persona.ly团队的积极合作，我们才有可能实现4:33的短期和长期KPI。两家公司分别共享了自己的游戏内容计划和营销活动计划，这让大家能更轻松地应对营销活动中的意外变化。 … <\/p>\n

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