{"id":2049,"date":"2021-02-10T12:14:46","date_gmt":"2021-02-10T12:14:46","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=2049"},"modified":"2022-12-22T14:13:59","modified_gmt":"2022-12-22T14:13:59","slug":"%e6%a1%88%e4%be%8b%e7%a0%94%e7%a9%b6%ef%bc%9azempot%e7%9a%84winjoy-poker%e7%94%a8%e6%88%b7%e8%8e%b7%e5%8f%96%e8%90%a5%e9%94%80%e6%b4%bb%e5%8a%a8%e8%b6%85%e8%b6%8a%e4%ba%86roas-kpi","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2021\/02\/%e6%a1%88%e4%be%8b%e7%a0%94%e7%a9%b6%ef%bc%9azempot%e7%9a%84winjoy-poker%e7%94%a8%e6%88%b7%e8%8e%b7%e5%8f%96%e8%90%a5%e9%94%80%e6%b4%bb%e5%8a%a8%e8%b6%85%e8%b6%8a%e4%ba%86roas-kpi\/","title":{"rendered":"\u6848\u4f8b\u7814\u7a76\uff1aZempot\u7684\u201cWinjoy Poker\u201d\u7528\u6237\u83b7\u53d6\u8425\u9500\u6d3b\u52a8\u8d85\u8d8a\u4e86ROAS KPI"},"content":{"rendered":"\n

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

Zempot Inc.\u4ecb\u7ecd <\/h2>\n\n\n\n

Zempot Inc.<\/a>\u662f\u4e00\u5bb6\u97e9\u56fd\u6e38\u620f\u516c\u53f8\uff0c\u6210\u7acb\u4e8e2014\u5e74\uff0c\u603b\u90e8\u4f4d\u4e8e\u9996\u5c14\u3002Zempot Inc.<\/a>\u662f\u5e94\u7528\u5f00\u53d1\u5546\uff0c\u4e5f\u662f\u53d1\u5e03\u5546\uff0c\u6709\u4e09\u90e8\u9886\u5934\u4f5c\u54c1\uff1aWinjoy Poker<\/a>\u3001APL POKER<\/a>\u548cMatgo<\/a>\u3002\u4ed6\u4eec\u7684\u9886\u5934\u4f5c\u54c1\u7740\u91cd\u4e8e\u8d4c\u573a\u548c\u7eb8\u724c\u6e38\u620f\u3002 <\/p>\n\n\n\n

Zempot Inc<\/a>.\u662fNetmarble<\/a>\u7684\u4e00\u90e8\u5206\u2014\u2014Netmarble<\/a>\u662f\u4e16\u754c\u4e0a\u6700\u5927\u6700\u6210\u529f\u7684\u6e38\u620f\u4f01\u4e1a\u96c6\u56e2\u4e4b\u4e00\uff0c\u7531\u4e16\u754c\u5404\u5730\u7684\u6e38\u620f\u5f00\u53d1\u5546\u548c\u5f00\u53d1\u5de5\u4f5c\u5ba4\u7ec4\u6210\u3002 <\/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<\/a>\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<\/a>\u4e0eZempot<\/a>\u5728Android\u4e0a\u5c31\u5176\u9886\u5934\u4f5c\u54c1\u4e4b\u4e00\u201cWinjoy Poker<\/a>\u201d\u4e00\u8d77\u5408\u4f5c\uff0c\u4ee5\u89e6\u53ca\u5e76\u83b7\u53d6\u97e9\u56fd\u7684\u9ad8\u4ef7\u503c\u7528\u6237\u3002\u76ee\u7684\u662f\u901a\u8fc7\u4ecd\u7136\u4fdd\u6301Zepmot<\/a>\u7684ROAS KPI\u7684\u7528\u6237\u6765\u6269\u5927\u7528\u6237\u7fa4\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\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\u8fd9\u8ba9\u6211\u4eec\u80fd\u591f\u534f\u52a9\u50cfZempot<\/a>\u8fd9\u6837\u7684\u624b\u673a\u5e94\u7528\u5f00\u53d1\u5546\u5728\u6700\u5408\u9002\u7684\u65f6\u673a\u89e6\u53ca\u6700\u6709\u4ef7\u503c\u7528\u6237\u3002 <\/p>\n\n\n\n

\u5728\u6211\u4eec\u4e3aZempot<\/a>\u7684\u201cWinjoy Poker<\/a>\u201d\u5f00\u59cb\u5728\u97e9\u56fd\u8fd0\u884c\u7528\u6237\u83b7\u53d6\u8425\u9500\u6d3b\u52a8\u65f6\uff0c\u6211\u4eec\u6700\u521d\u7684\u65b9\u6cd5\u662f\u57fa\u4e8e\u610f\u5411\u7684\u76ee\u6807\u5b9a\u4f4d\u3002\u6211\u4eec\u628a\u5bf9\u8d4c\u573a\u7c7b\u578b\u76f8\u5bf9\u8f83\u9891\u7e41\u5730\u663e\u793a\u51fa\u76f4\u63a5\u5174\u8da3\u7684\u7528\u6237\u4f5c\u4e3a\u76ee\u6807\u5b9a\u4f4d\u3002 <\/p>\n\n\n\n

\u542f\u52a8\u4e86\u6211\u4eec\u4e0eNetmarble<\/a>\u9886\u5934\u7684\u79fb\u52a8\u5f52\u56e0\u63d0\u4f9b\u5546Singular<\/a>\u7684\u96c6\u6210\uff0c\u6211\u4eec\u6536\u5230\u4e86\u672a\u5f52\u56e0\u7684\u5b89\u88c5\u548c\u5e94\u7528\u5185\u6d3b\u52a8\u6570\u636e\u4ee5\u63a8\u52a8\u76f8\u4f3c\u53d7\u4f17\u4eba\u7fa4\u7684\u751f\u6210\u3001\u9488\u5bf9\u66f4\u9ad8LTV\u7684\u7528\u6237\u4ee5\u53ca\u786e\u4fdd\u5e02\u573a\u8425\u9500\u652f\u51fa\u4e0d\u82b1\u8d39\u5728\u73b0\u6709\u7528\u6237\u4e0a\u7684\u7981\u6b62\u540d\u5355\u5efa\u6a21\u3002 <\/p>\n\n\n\n

\u968f\u7740\u8d8a\u6765\u8d8a\u591a\u7684\u6b64\u7c7b\u6570\u636e\u548c\u8425\u9500\u6d3b\u52a8\u8868\u73b0\u6570\u636e\u4e00\u8d77\u5f97\u5230\u79ef\u7d2f\uff0c\u6211\u4eec\u80fd\u591f\u52a0\u901f\u63a2\u7d22\u8fc7\u7a0b\u5e76\u66f4\u5feb\u5730\u5efa\u6a21\u3002 <\/p>\n\n\n\n

\u968f\u7740\u65f6\u95f4\u7684\u63a8\u79fb\uff0c\u6211\u4eec\u7684\u5b89\u88c5\u548c\u8d2d\u4e70\u9884\u6d4b\u6a21\u578b\u9010\u6e10\u5b66\u4f1a\u4e86\u4e00\u7ec4\u7279\u5b9a\u7684\u9ad8\u4ef7\u503c\u7528\u6237\u7fa4\u7684\u6a21\u5f0f\uff0c\u8fd9\u7ec4\u7528\u6237\u5728\u6574\u4e2a\u4ed8\u8d39\u8005\u7fa4\u4f53\u4e2d\u662f\u6700\u6709\u53c2\u4e0e\u5ea6\u7684\uff0c\u5e76\u5728\u5b89\u88c5\u5f53\u5929\u5c31\u8fdb\u884c\u4e86\u6570\u6b21\u8d2d\u4e70\uff0c\u8fd9\u8ba9\u6211\u4eec\u80fd\u591f\u9488\u5bf9\u76f8\u4f3c\u7528\u6237\u5e76\u6700\u7ec8\u5b9e\u73b0\u4e86ROAS KPI\u3002 <\/p>\n\n\n\n

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

\u6b63\u5982\u6211\u4eec\u53ef\u4ee5\u5728\u4e0b\u65b9\u56fe\u8868\u4e2d\u770b\u5230\uff0c\u63a2\u7d22\u671f\u95f4\u7684\u7ed3\u679c\u662f\u4e0d\u5c3d\u4eba\u610f\u7684\uff0c\u8fd9\u662f\u56e0\u4e3a\u5b9e\u9645\u76ee\u6807\u4eba\u7fa4\u5728\u672c\u8d28\u4e0a\u662f\u4e00\u7ec4\u7279\u5b9a\u7528\u6237\uff0c\u4ed6\u4eec\u6ee1\u8db3\u4e86\u9ad8\u5ea6\u7c7b\u4f3c\u4e8e\u73b0\u6709\u7684\u9ad8LTV\u4ed8\u8d39\u8005\u8fd9\u4e2a\u6807\u51c6\u3002\u6536\u96c6\u4e86\u8db3\u591f\u6570\u636e\u4e4b\u540e\uff0c\u6211\u4eec\u7684\u9ad8LTV\u5efa\u6a21\u5c31\u9a6c\u4e0a\u542f\u52a8\uff0c\u5728\u63a2\u7d22\u540e\u7684\u7b2c\u4e8c\u4e2a\u6708\u91cc\u8ba9\u6211\u4eec\u8d85\u8d8a\u4e86KPI\u8fbe60%\u3002 <\/p>\n\n\n\n

\"D7<\/figure>\n\n\n\n

<\/p>\n\n\n

\n
\"Zempot\u7684\u5e02\u573a\u60c5\u62a5\u56e2\u961f\u9886\u961fKeun<\/figure><\/div>\n\n\n
\n

Persona.ly\u56e2\u961f\u5728ROAS\u548c\u7528\u6237\u7559\u5b58\u7387\u4e0a\u90fd\u5706\u6ee1\u4ea4\u4ed8\u3002\u4ed6\u4eec\u7684\u63a7\u5236\u677f\u5f88\u6e05\u6670\u4e14\u6613\u4e8e\u4f7f\u7528\uff0c\u8ba9\u6211\u4eec\u4e0d\u4ec5\u80fd\u8ffd\u8e2a\u652f\u51fa\u548c\u6536\u5165\uff0c\u4e5f\u80fd\u8ffd\u8e2a\u6bcf\u4e2a\u6e20\u9053\u548c\u521b\u610f\u7684\u8868\u73b0<\/p>\nZempot\u7684\u5e02\u573a\u60c5\u62a5\u56e2\u961f\u9886\u961fKeun Young Kim\u5148\u751f <\/cite><\/blockquote>\n\n\n

\n
\"Singular\u7684\u4ea7\u54c1\u5e02\u573a\u8425\u9500\u603b\u76d1Saadi<\/figure><\/div>\n\n\n
\n

\u591a\u4e8f\u6709\u4e86\u6211\u4eec\u7684\u6df1\u5ea6\u96c6\u6210\uff0c\u6211\u4eec\u80fd\u591f\u628aWinjoy Poker\u7684\u8f6c\u5316\u548c\u6d3b\u52a8\u6570\u636e\u63d0\u4f9b\u7ed9Persona.ly\uff0c\u8fd9\u6709\u52a9\u4e8e\u63a8\u52a8\u66f4\u4f73\u4f18\u5316\u5e76\u4e3aZempot\u5b9e\u73b0\u4ee4\u4eba\u79f0\u8d5e\u7684\u7ed3\u679c\u3002 <\/p>\nSingular\u7684\u4ea7\u54c1\u5e02\u573a\u8425\u9500\u603b\u76d1Saadi Muslu <\/cite><\/blockquote>\n\n\n

\n
\"Persona.ly\u7684\u4e9a\u592a\u5730\u533a\u4e3b\u7ba1Ryu<\/figure><\/div>\n\n\n
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\u6211\u4eec\u4e0eZempot\u7528\u6237\u83b7\u53d6\u56e2\u961f\u7684\u4ea4\u6d41\u4e00\u76f4\u90fd\u975e\u5e38\u901a\u7545\uff0c\u8fd9\u5e2e\u52a9\u6211\u4eec\u5b9e\u73b0\u4e86\u66f4\u597d\u7684\u4e1a\u7ee9\u548c\u66f4\u9ad8\u7684KPI\u3002\u6211\u4eec\u4e0eSingular\u7684\u96c6\u6210\u4f7f\u5f97\u6570\u636e\u5b9e\u65bd\u53d8\u5f97\u8f7b\u677e\u5e76\u4e14\u52a0\u5feb\u4e86\u8be5\u8fc7\u7a0b\u3002Persona.ly\u7684RTB\u56e2\u961f\u3001\u8fd0\u8425\u56e2\u961f\u4ee5\u53ca\u6211\u4eec\u7684\u5408\u4f5c\u4f19\u4f34\u6210\u529f\u4e3b\u7ba1\u5b9a\u671f\u4e0eZempot\u5206\u4eab\u8425\u9500\u6d3b\u52a8\u4e1a\u7ee9\u65b9\u9762\u7684\u66f4\u65b0\uff0c\u4ee5\u83b7\u5f97\u66f4\u597d\u7684\u7ed3\u679c\u3002\u6211\u5bf9\u80fd\u548cZempot\u8fd9\u5bb6\u97e9\u56fd\u7684\u9886\u5934\u624b\u673a\u6e38\u620f\u516c\u53f8\u5408\u4f5c\u800c\u611f\u5230\u81ea\u8c6a<\/p>\nPersona.ly\u7684\u4e9a\u592a\u5730\u533a\u4e3b\u7ba1Ryu Myong<\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

下载PDF版本的案例研究 Zempot Inc.介绍 Zempot Inc.是一家韩国游戏公司，成立于2014年，总部位于首尔。Zempot Inc.是应用开发商，也是发布商，有三部领头作品：Winjoy Poker、APL POKER和Matgo。他们的领头作品着重于赌场和纸牌游戏。 Zempot Inc.是Netmarble的一部分——Netmarble是世界上最大最成功的游戏企业集团之一，由世界各地的游戏开发商和开发工作室组成。 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Zempot在Android上就其领头作品之一“Winjoy Poker”一起合作，以触及并获取韩国的高价值用户。目的是通过仍然保持Zepmot的ROAS KPI的用户来扩大用户群。 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，这让我们能够协助像Zempot这样的手机应用开发商在最合适的时机触及最有价值用户。 在我们为Zempot的“Winjoy Poker”开始在韩国运行用户获取营销活动时，我们最初的方法是基于意向的目标定位。我们把对赌场类型相对较频繁地显示出直接兴趣的用户作为目标定位。 启动了我们与Netmarble领头的移动归因提供商Singular的集成，我们收到了未归因的安装和应用内活动数据以推动相似受众人群的生成、针对更高LTV的用户以及确保市场营销支出不花费在现有用户上的禁止名单建模。 随着越来越多的此类数据和营销活动表现数据一起得到积累，我们能够加速探索过程并更快地建模。 随着时间的推移，我们的安装和购买预测模型逐渐学会了一组特定的高价值用户群的模式，这组用户在整个付费者群体中是最有参与度的，并在安装当天就进行了数次购买，这让我们能够针对相似用户并最终实现了ROAS KPI。 结果 正如我们可以在下方图表中看到，探索期间的结果是不尽人意的，这是因为实际目标人群在本质上是一组特定用户，他们满足了高度类似于现有的高LTV付费者这个标准。收集了足够数据之后，我们的高LTV建模就马上启动，在探索后的第二个月里让我们超越了KPI达60%。 Persona.ly团队在ROAS和用户留存率上都圆满交付。他们的控制板很清晰且易于使用，让我们不仅能追踪支出和收入，也能追踪每个渠道和创意的表现 Zempot的市场情报团队领队Keun Young Kim先生 多亏有了我们的深度集成，我们能够把Winjoy Poker的转化和活动数据提供给Persona.ly，这有助于推动更佳优化并为Zempot实现令人称赞的结果。 Singular的产品市场营销总监Saadi Muslu 我们与Zempot用户获取团队的交流一直都非常通畅，这帮助我们实现了更好的业绩和更高的KPI。我们与Singular的集成使得数据实施变得轻松并且加快了该过程。Persona.ly的RTB团队、运营团队以及我们的合作伙伴成功主管定期与Zempot分享营销活动业绩方面的更新，以获得更好的结果。我对能和Zempot这家韩国的领头手机游戏公司合作而感到自豪 Persona.ly的亚太地区主管Ryu Myong<\/p>\n","protected":false},"author":8,"featured_media":2041,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[297,23,6,157,57],"tags":[181,1178,274,1601,1610,1612,1603,1607,1605],"acf":[],"yoast_head":"\nCase Study: Zempot\u2019s \u201cWinjoy Poker\u201d UA Campaign Beats ROAS KPIs | Persona.ly - The Weekly Retention<\/title>\n<meta name=\"description\" content=\"Persona.ly worked together with Zempot (part of Netmarble conglomerate) on their leading title \u201cWinjoy Poker\u201d on Android in order to reach and acquire high-value users in Korea. 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