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\u4e0b\u8f7d\u6848\u4f8b\u7814\u7a76\u7684pdf\u7248\u672c<\/a><\/p>\n\n\n\n

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\u6211\u4eec\u4e0e\u4e00\u5bb6\u540d\u4e3aFreakout<\/a>\u7684\u5168\u7403\u79fb\u52a8\u5e02\u573a\u8425\u9500\u4ee3\u7406\u673a\u6784\u5408\u4f5c\uff0c\u4e3a\u5176\u957f\u671f\u670d\u52a1\u7684\u5ba2\u6237Level Infinite<\/a>\uff08\u817e\u8baf\u5b50\u516c\u53f8\uff09\u5728\u5168\u7403\u5927\u70ed\u7684\u6e38\u620fGoddess of Victory: NIKKE<\/a>\u83b7\u53d6\u9ad8\u8d28\u91cf\u7684\u6d3b\u8dc3\u7528\u6237\u3002\u4f5c\u4e3a\u5728\u5168\u4e16\u754c\u5185\u4e3b\u5bfc\u8be5\u7c7b\u578b\u7684\u6c89\u6d78\u5f0fRPG\uff0cGoddess of Victory: NIKKE\u6709\u8d85\u8fc75\u767e\u4e07\u4e2a\u4e0b\u8f7d\uff0c\u5e76\u62e5\u6709\u5fe0\u5b9e\u7684\u7c89\u4e1d\u7fa4\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n

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3\u5468<\/strong><\/p>\n\n\n\n

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2\u5e74<\/strong><\/p>\n\n\n\n

\u6210\u529f\u7684\u5408\u4f5c<\/p>\n<\/div>\n\n\n\n

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\u591a\u6b21\u8d85\u989d\u5b8c\u6210KPI<\/p>\n<\/div>\n<\/div>\n\n\n\n

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

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\"Wen<\/p>\n\n\n\n

\u201c\u5c3d\u7ba1\u8de8\u4e86\u591a\u4e2a\u65f6\u533a\u8fdb\u884c\u8fd0\u4f5c\uff0cPersona.ly\u59cb\u7ec8\u63d0\u4f9b\u4e86\u975e\u5e38\u53ca\u65f6\u7684\u652f\u6301\u3002\u4ed6\u4eec\u7684\u56e2\u961f\u63d0\u4f9b\u4e86\u975e\u5e38\u6709\u4ef7\u503c\u7684\u6d1e\u5bdf\u548c\u6218\u7565\u6027\u5efa\u8bae\uff0c\u5e2e\u52a9\u6211\u4eec\u8fbe\u5230\u4e86\u6211\u4eec\u7684\u76ee\u6807\u548cKPI\u3002\u4ed6\u4eec\u662f\u5b8c\u7f8e\u7684\u5408\u4f5c\u4f19\u4f34\uff0c\u5e76\u4e14\u662f\u6211\u4eec\u5f3a\u70c8\u63a8\u8350\u7684DSP\u89e3\u51b3\u65b9\u6848\u4e4b\u4e00\u3002\u201d<\/p>\n\n\n\n

<\/p>\nWen Huang – FreakOut Japan\u7684COO
Raul Chan – FreakOut Japan\u7684Account Manager
<\/strong><\/cite><\/blockquote>\n\n\n\n

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\u7a0b\u5e8f\u5316\u7684UA\u7b56\u7565<\/h2>\n\n\n\n

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\u4e3a\u817e\u8baf\u7684Level Infinite\u8fdb\u884c\u7684\u7a0b\u5e8f\u5316UA\u91cc\u7684\u6210\u529f\u56e0\u7d20<\/strong><\/h2>\n\n\n\n

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Persona.ly\u7684\u7a0b\u5e8f\u5316DSP\u5229\u7528\u4e13\u6709\u7684\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\uff0c\u4ece\u521d\u59cb\u9636\u6bb5\u5c31\u8fd0\u884c\u5e76\u4f18\u5316\u8425\u9500\u6d3b\u52a8\u3002\u6211\u4eec\u4e0e\u4e00\u7ebf\u5e7f\u544a\u4ea4\u6613\u5e73\u53f0<\/strong>\u72ec\u5bb6\u6574\u5408\uff0c\u8fd9\u8ba9\u6211\u4eec\u53ef\u4ee5\u89e6\u8fbe\u5230\u5728\u8bf8\u5982Google\u548cMeta\u8fd9\u6837\u7684\u79d1\u6280\u5de8\u5934\u7684\u56f4\u5899\u82b1\u56ed*\u4e4b\u5916\u7684\u9ad8\u8d28\u91cf\u9876\u7ea7\u5e93\u5b58\u3002\u6211\u4eec\u7684\u7ade\u4ef7\u5668\u6bcf\u79d2\u5904\u7406\u8d85\u8fc74\u767e\u4e07\u4e2a\u5e7f\u544a\u8bf7\u6c42<\/strong>\uff0c\u5728\u7ed9\u51fa\u6bcf\u4e00\u6b21\u5c55\u793a\u524d\u5206\u6790\u8d85\u8fc780\u4e2a\u6570\u636e\u70b9\u3002\u4f9d\u7167\u6211\u4eec\u7684\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u4e3a\u6bcf\u4e2a\u5e7f\u544a\u7ade\u62cd\u6240\u8ba1\u7b97\u7684ROAS\u548cLTV\u9884\u6d4b\uff0c\u6211\u4eec\u7684\u7ade\u4ef7\u5668\u8fdb\u800c\u51b3\u5b9a\u662f\u5426\u7ade\u62cd\u5e76\u4e14\u4ee5\u4ec0\u4e48\u4ef7\u683c\u7ade\u62cd\u3002<\/p>\n\n\n\n

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\u4e0a\u4e0b\u6587\u8001\u864e\u673a\u521b\u610f\u9009\u62e9<\/strong><\/h3>\n\n\n\n

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\"Elina<\/p>\n\n\n\n

\u201c\u6211\u4eec\u4e0eFreakOut\u5728\u65e5\u672c\u5e02\u573a\u4e0a\u7684\u6218\u7565\u6027\u5408\u4f5c\u4f19\u4f34\u5173\u7cfb\u610f\u5473\u7740\u4e00\u4e2a\u91cd\u8981\u7684\u91cc\u7a0b\u7891\u3002\u6211\u4eec\u5f88\u8363\u5e78\u548c\u8fd9\u4e2a\u5171\u4eab\u6211\u4eec\u613f\u666f\u7684\u521b\u65b0\u6027\u56e2\u961f\u5408\u4f5c\uff0c\u7279\u522b\u8363\u5e78\u7684\u662f\u6211\u4eec\u4e3a\u4ed6\u4eec\u6700\u5177\u4ee3\u8868\u6027\u7684\u79fb\u52a8\u6e38\u620fGoddess of Victory: NIKKE\u63d0\u4f9b\u652f\u6301\u3002\u201d<\/p>\n<\/a>Elina Watanabe<\/a> – Persona.ly\u7684Head of Business Development, Japan<\/cite><\/blockquote>\n\n\n\n

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

Level Infinite\u7b80\u4ecb<\/h2>\n\n\n\n

Level Infinite\u662f\u817e\u8baf\u7684\u5168\u7403\u6e38\u620f\u54c1\u724c\uff0c\u81f4\u529b\u4e8e\u4e3a\u5168\u7403\u53d7\u4f17\u63d0\u4f9b\u6709\u9ad8\u5ea6\u53c2\u4e0e\u6027\u548c\u539f\u521b\u6e38\u620f\u4f53\u9a8c\uff0c\u53d7\u4f17\u53ef\u4ee5\u81ea\u884c\u9009\u62e9\u4ec0\u4e48\u65f6\u5019\u5728\u54ea\u91cc\u73a9\u6e38\u620f\u3002\u8be5\u54c1\u724c\u8fd8\u4e3a\u4e16\u754c\u5404\u5730\u7684\u5f00\u53d1\u8005\u548c\u5408\u4f5c\u5de5\u4f5c\u5ba4\u7f51\u7edc\u5708\u63d0\u4f9b\u5e7f\u6cdb\u7684\u670d\u52a1\u548c\u8d44\u6e90\uff0c\u5e2e\u52a9\u4ed6\u4eec\u91ca\u653e\u5176\u6e38\u620f\u6f5c\u80fd\u3002Level Infinite\u4e0d\u4ec5\u662f\u8bf8\u5982PUBG MOBILE\u3001Honor of Kings\u4ee5\u53caGoddess of Victory: NIKKE\u8fd9\u6837\u7684\u5927\u70ed\u6e38\u620f\u7684\u53d1\u5e03\u5546\uff0c\u8fd8\u662f\u548cFuncom\u7684Dune: Awakening\u3001Grinding Gear Games\u7684Path of Exile 2\u7b49\u7b49\u6e38\u620f\u5408\u4f5c\u7684\u5408\u4f5c\u4f19\u4f34\u3002<\/p>\n\n\n\n

FreakOut\u7b80\u4ecb<\/h2>\n\n\n\n

FreakOut\u662f\u65e5\u672c\u4e00\u5bb6\u521b\u65b0\u6027\u5e02\u573a\u8425\u9500\u79d1\u6280\u516c\u53f8\uff0c\u4e13\u6ce8\u4e8e\u6570\u5b57\u5e7f\u544a\u89e3\u51b3\u65b9\u6848\u3002\u4f7f\u7528\u9ad8\u7ea7\u673a\u5668\u5b66\u4e60\u6280\u672f\uff0c\u6211\u4eec\u5f00\u53d1\u51fa\u4e13\u6709\u5e73\u53f0\uff0c\u5176\u76ee\u7684\u662f\u5728\u591a\u4e2a\u884c\u4e1a\u91cc\u63d0\u9ad8\u5e02\u573a\u8425\u9500\u7684\u6709\u6548\u6027\u3002\u6211\u4eec\u7684\u89e3\u51b3\u65b9\u6848\u5e2e\u52a9\u4f01\u4e1a\u63d0\u9ad8\u54c1\u724c\u610f\u8bc6\u3001\u523a\u6fc0\u5ba2\u6237\u9700\u6c42\u3001\u83b7\u53d6\u65b0\u5ba2\u6237\uff0c\u4ee5\u53ca\u4f18\u5316\u5ba3\u4f20\u6d3b\u52a8\u3002\u901a\u8fc7\u6301\u7eed\u4e0d\u65ad\u5730\u6539\u8fdb\u6211\u4eec\u7684\u6570\u5b57\u8425\u9500\u6280\u672f\uff0c\u6211\u4eec\u7684\u76ee\u6807\u662f\u4e3a\u4e0d\u540c\u884c\u4e1a\u5168\u9762\u89e3\u51b3\u5404\u79cd\u5e02\u573a\u8425\u9500\u6311\u6218\u3002<\/p>\n\n\n\n

Persona.ly\u7b80\u4ecb<\/h2>\n\n\n\n

Persona.ly\u662f\u4e00\u5bb6\u5728\u5168\u4e16\u754c\u8303\u56f4\u5185\u8fd0\u8425\u7684\u79fb\u52a8\u8bbe\u5907\u4f18\u5148\u7684DSP\u3002\u4f7f\u7528\u6211\u4eec\u4e13\u6709\u7684\u7ade\u4ef7\u5668\u548c\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\uff0c\u6211\u4eec\u5927\u89c4\u6a21\u63d0\u4f9b\u900f\u660e\u7684\u3001\u7531\u6027\u80fd\u9a71\u52a8\u7684\u3001\u9ad8\u7cbe\u51c6\u7684UA\u548c\u8bbf\u5ba2\u627e\u56de\u89e3\u51b3\u65b9\u6848\uff0c\u6bcf\u79d2\u80fd\u89e6\u8fbe\u8d85\u8fc74\u767e\u4e07\u4e2a\u5e7f\u544a\u7ade\u62cd\u3002\u6211\u4eec\u53d7\u5230Nexon\u3001NextNinja\u3001Papaya Gaming\u3001Rapido\u3001Games24x7\u3001Ubisoft\u3001Tilting Point\u4ee5\u53ca\u8bb8\u591a\u5176\u5b83\u516c\u53f8\u7684\u4fe1\u8d56\u3002<\/p>\n\n\n\n

Persona.ly\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","protected":false},"excerpt":{"rendered":"

下载案例研究的pdf版本 我们与一家名为Freakout的全球移动市场营销代理机构合作，为其长期服务的客户Level Infinite（腾讯子公司）在全球大热的游戏Goddess of Victory: NIKKE获取高质量的活跃用户。作为在全世界内主导该类型的沉浸式RPG，Goddess of Victory: NIKKE有超过5百万个下载，并拥有忠实的粉丝群。 绩效一览 3周 我们达到基于ROAS的KPI所花费的时间 2年 成功的合作 多次超额完成KPI 营销活动目标 营销活动的终极目标是为游戏获取用户，并确立基于ROAS的KPI和eCPI KPI。营销活动的关键挑战是识别更有可能转化为付费用户的受众细分群。 “尽管跨了多个时区进行运作，Persona.ly始终提供了非常及时的支持。他们的团队提供了非常有价值的洞察和战略性建议，帮助我们达到了我们的目标和KPI。他们是完美的合作伙伴，并且是我们强烈推荐的DSP解决方案之一。” Wen Huang – FreakOut Japan的COORaul Chan – FreakOut Japan的Account Manager 程序化的UA策略 当我们开始为《胜利女神：NIKKE》投放广告活动时，我们的初始策略是定位于与目标用户群体语境相似的广告位。我们的基于机器学习的程序化DSP使用自然语言处理（NLP）模型来衡量应用描述之间的距离。这种方法忽略了应用商店的分类，因为开发者往往会为了优化应用商店优化（ASO）而操纵分类。相反，通过将应用描述转换为向量表示，我们能够计算它们之间的余弦距离，从而识别出与推广应用最相关的广告位。 这个方法让我们能够在到了营销活动的第三周时就超过了基于ROAS的KPI。一旦我们程序化DSP收集到了足够的数据以识别最有可能转化为付费用户的受众细分群，我们就创建了自定义的机器学习模型来定位这些细分群。 在长期运行的营销活动过程中，我们始终能够超越基于ROAS的KPI数倍，成为Freakout的战略性UA合作伙伴，并继续和他们进行成功的合作。 为腾讯的Level Infinite进行的程序化UA里的成功因素 由机器学习驱动的目标定位 Persona.ly的程序化DSP利用专有的机器学习算法，从初始阶段就运行并优化营销活动。我们与一线广告交易平台独家整合，这让我们可以触达到在诸如Google和Meta这样的科技巨头的围墙花园*之外的高质量顶级库存。我们的竞价器每秒处理超过4百万个广告请求，在给出每一次展示前分析超过80个数据点。依照我们的机器学习算法为每个广告竞拍所计算的ROAS和LTV预测，我们的竞价器进而决定是否竞拍并且以什么价格竞拍。 *“围墙花园”指的是主流科技平台的封闭式广告生态系统。 机器学习的应用让我们能够分析信号的各种组合，并把多个数据点汇集成单一功能，从而为多个应用垂直领域取得卓越的表现。这种能力在移动游戏行业里尤其具有价值，因为我们的平台可以识别最有可能成为付费用户的受众细分群。 上下文计算器 在以隐私为中心的环境中进行用户获取时，由于用户数据在竞价过程中不被暴露，广告位本身成为成功投放广告活动的关键因素。拥有大量语境相关的广告位资源使我们能够避免模型过拟合，并有效地扩展活动规模。如下面所示，除了与漫画相关的广告位（非常适合《胜利女神：NIKKE》）外，我们的平台还发现匿名聊天应用和某些语境相近的休闲游戏的受众具有最高潜力。 一旦我们能够识别出能够带来最高ROAS的语境相关广告位，我们便大幅提升了表现，并持续超越目标KPI。 上下文老虎机创意选择 我们利用了上下文老虎机来让营销活动优化更上一层。通过根据各种语境信号而向不同的细分群展示最相关的、特定于受众的创意，我们成功地大量提升了IPM（每千次安装量），并随后推动了更高的ROAS。 我们的上下文多臂赌博机创意选择算法利用强化学习分析了用户的正面和负面互动。通过处理多种上下文信号（包括预测的人口统计信息和广告位），DSP将创意与理想的受众进行匹配，从而实现精确定位。 这种高级方法让我们在整个长期运行的营销活动期间把性能提升地更高。 Level Infinite简介 Level Infinite是腾讯的全球游戏品牌，致力于为全球受众提供有高度参与性和原创游戏体验，受众可以自行选择什么时候在哪里玩游戏。该品牌还为世界各地的开发者和合作工作室网络圈提供广泛的服务和资源，帮助他们释放其游戏潜能。Level Infinite不仅是诸如PUBG MOBILE、Honor of Kings以及Goddess of … <\/p>\n

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