{"id":2141,"date":"2021-03-29T07:23:28","date_gmt":"2021-03-29T07:23:28","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=2141"},"modified":"2022-12-22T13:40:08","modified_gmt":"2022-12-22T13:40:08","slug":"%e5%9c%a8%e8%82%b2%e7%a2%a7%ef%bc%88ubisoft%ef%bc%89%e7%9a%84howrse%e4%b8%8a%ef%bc%8cpersona-ly%e8%83%9c%e8%bf%87%e4%bb%98%e8%b4%b9%e7%a4%be%e5%aa%92%e8%90%a5%e9%94%80","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2021\/03\/%e5%9c%a8%e8%82%b2%e7%a2%a7%ef%bc%88ubisoft%ef%bc%89%e7%9a%84howrse%e4%b8%8a%ef%bc%8cpersona-ly%e8%83%9c%e8%bf%87%e4%bb%98%e8%b4%b9%e7%a4%be%e5%aa%92%e8%90%a5%e9%94%80\/","title":{"rendered":"\u5728\u80b2\u78a7\uff08Ubisoft\uff09\u7684Howrse\u4e0a\uff0cPersona.ly\u80dc\u8fc7\u4ed8\u8d39\u793e\u5a92\u8425\u9500"},"content":{"rendered":"\n

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

\u80b2\u78a7\uff08Ubisoft \uff09\u4ecb\u7ecd <\/strong><\/h2>\n\n\n\n

\u80b2\u78a7\u5a31\u4e50\u8f6f\u4ef6\u516c\u53f8\uff08Ubisoft Entertainment SA<\/a>\uff09\u6210\u7acb\u4e8e1986\u5e74\uff0c\u662f\u4e00\u5bb6\u4e1a\u754c\u4e34\u5934\u7684\u7535\u5b50\u6e38\u620f\u548c\u5a31\u4e50\u4f01\u4e1a\u96c6\u56e2\u3002\u5b83\u7684\u603b\u90e8\u4f4d\u4e8e\u5df4\u9ece\u7684Montreuil\u90ca\u533a\uff0c\u5728\u4e16\u754c\u5404\u5730\u6709\u591a\u4e2a\u5f00\u53d1\u5de5\u4f5c\u5ba4\u3002 <\/p>\n\n\n\n

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

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\u4e8e2014\u5e741\u6708\u653e\u5230\u4e86Android Play Store\u4e0a\u3002 <\/p>\n\n\n\n

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

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\u7ed3\u679c <\/strong><\/h2>\n\n\n\n
\"Ubisoft<\/figure>\n\n\n\n

<\/p>\n\n\n

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\"\u80b2\u78a7\uff08Ubisoft<\/figure><\/div>\n\n\n
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Persona.ly\u8ba9\u6211\u4eec\u80fd\u591f\u5c06\u5a92\u4f53\u5e02\u573a\u8425\u9500\u6df7\u5408\u591a\u6837\u5316\uff0c\u5e76\u4e14\u663e\u793a\u51fa\u548c\u5176\u4ed6\u5927\u578b\u793e\u4ea4\u7f51\u7edc\u5e7f\u544a\u5e73\u53f0\u76f8\u4f3c\u7684\u5b66\u4e60\u66f2\u7ebf\u3002\u8be5\u56e2\u961f\u4ece\u7b2c\u4e00\u5929\u8d77\u5c31\u63d0\u4f9b\u4e86\u975e\u5e38\u4e2a\u6027\u5316\u4e14\u53cd\u5e94\u5feb\u901f\u7684\u652f\u6301\uff0c\u9488\u5bf9\u6027\u80fd\u91c7\u7528\u4e86\u975e\u5e38\u7262\u56fa\u5f3a\u5927\u7684\u5206\u6790\u65b9\u6cd5\u3002 <\/p>\n\u80b2\u78a7\uff08Ubisoft \uff09\u7684\u53d1\u5c55\u5e02\u573a\u8425\u9500\u4e13\u5458Lucas Rossi <\/cite><\/blockquote>\n\n\n

\n
\"Persona.ly\u7684RTB\u4ea7\u54c1\u8d1f\u8d23\u4ebaJoseph<\/figure><\/div>\n\n\n
\n

\u80b2\u78a7\uff08Ubisoft \uff09\u56e2\u961f\u662f\u4e00\u7fa4\u5f88\u6709\u89c1\u5730\u3001\u77e5\u8bc6\u6e0a\u535a\u5e76\u4e14\u57fa\u672c\u4e0a\u5f88\u5b89\u9759\u7684\u4e13\u4e1a\u4eba\u58eb\uff0c\u4e0e\u4ed6\u4eec\u5408\u4f5c\u975e\u5e38\u6109\u5feb\u3002\u548c\u4ed6\u4eec\u7684\u6c9f\u901a\u4ece\u7b2c\u4e00\u5929\u8d77\u5c31\u975e\u5e38\u7545\u901a\uff0c\u8fd9\u8ba9\u6211\u4eec\u7684\u56e2\u961f\u80fd\u6253\u9020\u9010\u6b65\u83b7\u5f97\u6210\u529f\u7684\u8425\u9500\u6d3b\u52a8\uff0c\u800c\u4e0d\u7528\u65bd\u884c\u4efb\u4f55\u53ef\u80fd\u4f1a\u5bfc\u81f4\u8d1f\u9762\u504f\u89c1\u7684\u9650\u5236\u3002 <\/p>\nPersona.ly\u7684RTB\u4ea7\u54c1\u8d1f\u8d23\u4ebaJoseph Iris <\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

下载PDF版本的案例研究 育碧（Ubisoft ）介绍 育碧娱乐软件公司（Ubisoft Entertainment SA）成立于1986年，是一家业界临头的电子游戏和娱乐企业集团。它的总部位于巴黎的Montreuil郊区，在世界各地有多个开发工作室。 作为世界上最著名的游戏开发商之一，育碧（Ubisoft ）拥有并为家喻户晓的游戏系列开发桌面、游戏机和手机游戏作品，例如Rayman、Raving Rabbids、Prince of Persia、Assassin’s Creed、Far Cry、Watch Dogs、Just Dance、Tom Clancy’s系列等等。 育碧（Ubisoft ）有全世界最多的内部游戏开发人员，聚集了世界上40多个工作室里超过18000名团队成员，开发沉浸式、有高度参与性，并且对类型进行定义的游戏。 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和育碧（Ubisoft ）一起合作，在Android上推广其作品“Howrse”。Howrse最初是一个基于浏览器的游戏，是一种非常受欢迎的养马模拟游戏，自2005年以来已有超过1千2百万名玩家玩过这个游戏，于2014年1月放到了Android Play Store上。 营销活动目标是扩大现有用户群并获取高度参与的用户，活动目标专注于针对游戏内早期发展（注册和教程完成）以及早期ROAS目标的优化。 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育碧（Ubisoft）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。 当我们开始在美国为育碧（Ubisoft）的“Howrse”运作用户获取营销活动时，我们最初的方法是以基于养马情境生成的相似受众人群为目标，以便能有效地收集有代表性的安装次数以及游戏内早期发展事件，从而建立以辅导赛为目标的模型。 在运作营销活动开始后两周内有超过1000次安装，针对完成了教程的用户的建模开始了，而且在营销活动的头一个月里对完成了教程的用户的获取率增加了47%。 在针对教程完成用户进行优化时，我们逐渐收集了付费用户样本，这让我们能开始针对作为模型的次级目标的付费用户进行建模，这与使用过密采样以加快对相对小本采样的学习一起，使得ROAS每周都有逐步的增长。 结果 Persona.ly让我们能够将媒体市场营销混合多样化，并且显示出和其他大型社交网络广告平台相似的学习曲线。该团队从第一天起就提供了非常个性化且反应快速的支持，针对性能采用了非常牢固强大的分析方法。 育碧（Ubisoft ）的发展市场营销专员Lucas Rossi 育碧（Ubisoft ）团队是一群很有见地、知识渊博并且基本上很安静的专业人士，与他们合作非常愉快。和他们的沟通从第一天起就非常畅通，这让我们的团队能打造逐步获得成功的营销活动，而不用施行任何可能会导致负面偏见的限制。 Persona.ly的RTB产品负责人Joseph Iris<\/p>\n","protected":false},"author":8,"featured_media":2115,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[297,6,157,57],"tags":[1979,1981,788,1178,274,1977,2138],"acf":[],"yoast_head":"\nPersona.ly Outperforms Paid Social UA for Ubisoft\u2019s Howrse | Persona.ly - 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