{"id":3959,"date":"2026-01-18T11:50:01","date_gmt":"2026-01-18T11:50:01","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=3959"},"modified":"2026-01-18T11:50:04","modified_gmt":"2026-01-18T11:50:04","slug":"%e6%88%91%e4%bb%ac%e5%a6%82%e4%bd%95%e5%9c%a8mobirix%e7%9a%84%e3%80%8abricks-breaker-quest%e3%80%8b%ef%bc%88ios%e5%86%8d%e8%90%a5%e9%94%80%ef%bc%89%e4%b8%ad%e5%b0%86roas-d7-kpi%e6%8f%90%e5%8d%87-2","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2026\/01\/%e6%88%91%e4%bb%ac%e5%a6%82%e4%bd%95%e5%9c%a8mobirix%e7%9a%84%e3%80%8abricks-breaker-quest%e3%80%8b%ef%bc%88ios%e5%86%8d%e8%90%a5%e9%94%80%ef%bc%89%e4%b8%ad%e5%b0%86roas-d7-kpi%e6%8f%90%e5%8d%87-2\/","title":{"rendered":"\u6211\u4eec\u5982\u4f55\u5728Mobirix\u7684\u300aBricks Breaker Quest\u300b\uff08iOS\u518d\u8425\u9500\uff09\u4e2d\u5c06ROAS D7 KPI\u63d0\u5347\u81f33.4\u500d"},"content":{"rendered":"\n

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

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\"\"<\/a><\/figure>\n<\/div>\n\n\n\n
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\u6211\u4eec\u4e0eMobirix\u5408\u4f5c\uff0c\u5728\u5168\u7403\u8303\u56f4\u5185\u9488\u5bf9\u5176\u4f11\u95f2\u6e38\u620f\u300aBricks Breaker Quest\u300b\u7684iOS\u6d41\u5931\u7528\u6237\u5f00\u5c55\u4e86\u518d\u8425\u9500<\/strong>\u3002Mobirix\u662f\u4e00\u5bb6\u4f11\u95f2\u7c7b\u79fb\u52a8\u6e38\u620f\u5f00\u53d1\u5546\uff0c\u957f\u671f\u4f4d\u5217\u5168\u7403\u4e0b\u8f7d\u91cf\u524d\u4e09\u7684\u97e9\u56fd\u53d1\u884c\u5546\u4e4b\u4e00\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u7ed3\u679c\u6982\u89c8<\/h2>\n\n\n\n
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9x<\/strong><\/p>\n\n\n\n

10\u5468\u5185\u5b9e\u73b0\u6d3b\u52a8\u6269\u5c55<\/p>\n<\/div>\n\n\n\n

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>100%<\/strong><\/p>\n\n\n\n

\u4ece\u7b2c1\u5468\u8d77\u8d85\u8d8aROAS D7 KPI<\/p>\n<\/div>\n\n\n\n

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3.4x<\/strong><\/p>\n\n\n\n

\u5230\u7b2c7\u5468\u8d85\u8d8aROAS D7 KPI<\/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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\"\"<\/a><\/figure>\n\n\n\n
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<\/p>\nJihyun Lee – Mobirix \u5e02\u573a\u8425\u9500\u56e2\u961f\u7ecf\u7406<\/em><\/strong><\/cite><\/blockquote>\n\n\n\n

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

\u7a0b\u5e8f\u5316\u91cd\u65b0\u53c2\u4e0e\u6d41\u7a0b<\/h2>\n\n\n\n

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\u4e3b\u8981\u6311\u6218\u662f\u5728\u6570\u5343\u4e07\u300aBricks Breaker Quest\u300b\u7528\u6237\u4e2d\u8fdb\u884c\u7b5b\u9009\uff0c\u627e\u51fa\u90a3\u4e9b\u6700\u6709\u53ef\u80fd\u957f\u65f6\u95f4\u53c2\u4e0e\u6e38\u620f\u5e76\u89c2\u770b\u66f4\u591a\u5e7f\u544a\u7684\u7528\u6237\u5206\u7fa4<\/strong>\uff0c\u4ece\u800c\u6700\u5927\u5316\u5e94\u7528\u5185\u5e7f\u544a\uff08IAA\uff09\u6536\u5165\u3002<\/p>\n\n\n\n

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\u7528\u6237\u7b26\u5408\u201cAd Whale\u201d\u7684\u6761\u4ef6\u6709\u4ee5\u4e0b\u4e24\u79cd\u60c5\u51b5\uff1a<\/p>\n\n\n\n

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  1. \u901a\u8fc7\u5e7f\u544a\u89c2\u770b\u8868\u73b0\u51fa\u9ad8\u53c2\u4e0e\u5ea6<\/strong>
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    – \u8fd9\u4e9b\u7528\u6237\u5bf9\u5e7f\u544a\u66dd\u5149\u8868\u73b0\u51fa\u6781\u9ad8\u7684\u8010\u53d7\u5ea6\uff0c\u5373\u4f7f\u5355\u6b21\u5c55\u793a\u7684eCPM\u5904\u4e8e\u5e73\u5747\u6c34\u5e73\uff0c\u968f\u7740\u65f6\u95f4\u7684\u63a8\u79fb\uff0c\u4ed6\u4eec\u4f9d\u7136\u5177\u6709\u5f88\u9ad8\u7684\u4ef7\u503c\u3002
    <\/li>\n\n\n\n
  2. \u5353\u8d8a\u7684\u5e02\u573a\u4ef7\u503c\uff08\u9ad8eCPM\u7528\u6237\uff09<\/strong>
    – \u7528\u6237\u76f8\u8f83\u4e8e\u6574\u4e2a\u5e02\u573a\u80fd\u591f\u4ea7\u751f\u6781\u9ad8\u7684\u6709\u6548CPM\uff08eCPM\uff09\u3002
    – \u7531\u4e8e\u5e7f\u544a\u4e3b\u613f\u610f\u4e3a\u8fd9\u4e9b\u5c55\u793a\u652f\u4ed8\u6ea2\u4ef7\uff0c\u8fd9\u7c7b\u7528\u6237\u5c24\u5176\u5177\u6709\u4ef7\u503c\u3002<\/li>\n<\/ol>\n\n\n\n

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

    \u8425\u9500\u6d3b\u52a8\u7ed3\u679c<\/h2>\n\n\n\n

    ROAS D7 \u589e\u957f<\/strong><\/p>\n\n\n\n

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    \u4ece\u4e0eMobirix\u5f00\u5c55\u518d\u8425\u9500\u6d3b\u52a8\u7684\u7b2c\u4e00\u5468\u5f00\u59cb\uff0c\u901a\u8fc7\u6218\u7565\u6027\u5730\u5b9a\u5411\u5e7f\u544a\u201c\u5927\u6237\u201d\uff08ad whales\uff0c\u6307CPM\u8f83\u9ad8\u6216\u9891\u7e41\u89c2\u770b\u5e7f\u544a\u7684\u7528\u6237\uff09\uff0c\u6211\u4eec\u5c31\u5927\u5e45\u8d85\u8d8a\u4e86ROAS D7 KPI\u3002\u5230\u7b2c4\u5468\u65f6\uff0cROAS D7 KPI\u7684\u8868\u73b0\u63d0\u5347\u81f33.2\u500d\u3002
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    \n
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    \"D7-First-Unique-Re-purchase-Cost-Reduction-and-Bid-Price-Increase-ZH\"<\/a><\/figure>\n<\/div>\n<\/div>\n\n\n\n
    <\/div>\n\n\n\n
    <\/div>\n\n\n\n

    \u6d3b\u52a8\u6269\u5c55<\/h2>\n\n\n\n

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


    \u5728\u63a5\u4e0b\u6765\u7684\u51e0\u5468\u91cc\uff0c\u6211\u4eec\u7ee7\u7eed\u6269\u5927\u6d3b\u52a8\u89c4\u6a21\uff0c\u5e76\u572810\u5468\u5185\u5b9e\u73b0\u4e86\u8fd19\u500d\u7684\u6269\u5c55\uff0c\u540c\u65f6\u663e\u8457\u8d85\u8d8a\u4e86ROAS D7 KPI\u3002<\/p>\n\n\n\n

    \u5173\u4e8e Mobirix<\/h2>\n\n\n\n

    Mobirix\u6210\u7acb\u4e8e2004\u5e74\uff0c\u5df2\u53d1\u5c55\u6210\u4e3a\u4e00\u5bb6\u5168\u7403\u6027\u7684\u79fb\u52a8\u6e38\u620f\u5f00\u53d1\u5546\u548c\u53d1\u884c\u5546\uff0c\u4ee5\u5176\u6613\u4e0a\u624b\u548c\u4f11\u95f2\u7684\u73a9\u6cd5\u800c\u95fb\u540d\u3002\u8be5\u5de5\u4f5c\u5ba4\u5728Android\u548ciOS\u5e73\u53f0\u4e0a\u5df2\u63a8\u51fa\u8d85\u8fc7200\u6b3e\u4f5c\u54c1\uff0c\u5176\u4e2d\u5305\u62ec\u300aBricks Breaker Quest\u300b\u7b49\u70ed\u95e8\u6e38\u620f\uff0c\u5e76\u6301\u7eed\u4f4d\u5217\u5168\u7403\u9876\u5c16\u7684\u97e9\u56fd\u53d1\u884c\u5546\u4e4b\u5217\u3002<\/p>\n\n\n\n

    \n
    \"Rachel<\/a><\/figure>\n\n\n\n
    <\/div>\n\n\n\n

    \u201c\u79fb\u52a8\u6e38\u620f\u5e02\u573a\u5f80\u5f80\u8ba4\u4e3a\u518d\u8425\u9500\u4e0d\u9002\u7528\u4e8e\u4ee5IAA\u4e3a\u9a71\u52a8\u7684\u4ea7\u54c1\uff0c\u4f46Mobirix\u7684\u6210\u529f\u8868\u660e\uff0c\u8fd9\u7c7b\u6e38\u620f\u5f00\u53d1\u5546\u4e5f\u5e94\u8be5\u5c1d\u8bd5\u518d\u4e92\u52a8\u6d3b\u52a8\u3002<\/p>\n\n\n\n

    Persona.ly\u7684\u7a0b\u5e8f\u5316DSP\u80fd\u591f\u57fa\u4e8e\u7528\u6237\u7684\u53c2\u4e0e\u6a21\u5f0f\u52a8\u6001\u5b9a\u5411\u5e7f\u544a\u2018\u5927\u6237\u2019\uff08ad whales\uff09\uff0c\u4ece\u800c\u4f18\u5316\u6d3b\u52a8\u5e76\u63a8\u52a8\u9ad8IAA\u6536\u5165\u3002<\/p>\n\n\n\n

    \u6211\u4eec\u975e\u5e38\u9ad8\u5174\u6211\u4eec\u7684iOS\u518d\u8425\u9500\u89e3\u51b3\u65b9\u6848\u4e3a\u300aBricks Breaker Quest\u300b\u5e26\u6765\u4e86\u5f3a\u52b2\u7684\u6210\u679c\u3002\u51ed\u501fML\u6a21\u578b\u7684\u9002\u5e94\u6027\uff0c\u6211\u4eec\u80fd\u591f\u5b9e\u65f6\u8c03\u6574\u5b9a\u5411\u7b56\u7565\uff0c\u5e76\u6301\u7eed\u8d85\u8d8aKPI\uff0c\u8fd9\u5145\u5206\u5c55\u793a\u4e86Persona.ly\u5728\u7ade\u4e89\u6fc0\u70c8\u7684\u5e02\u573a\u73af\u5883\u4e2d\u4ea4\u4ed8\u53ef\u6269\u5c55\u4e14\u9ad8\u5f71\u54cd\u529b\u6210\u679c\u7684\u80fd\u529b\u3002\u201d<\/p>\nRachel SEO<\/a> – Persona.ly \u97e9\u56fd\u5546\u52a1\u62d3\u5c55\u603b\u76d1<\/em><\/strong><\/cite><\/blockquote>\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\u578b\u4ea7\u54c1\u516c\u53f8\uff0c\u4e13\u6ce8\u4e8e\u79fb\u52a8\u7528\u6237\u83b7\u53d6\u548c\u518d\u8425\u9500\uff0c\u4f9d\u6258\u81ea\u4e3b\u7814\u53d1\u7684\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u548c\u5f3a\u5927\u7684\u7b2c\u4e00\u65b9\u6570\u636e\u7ba1\u7406\u5e73\u53f0\u3002<\/p>\n\n\n\n

    \u6211\u4eec\u5e2e\u52a9\u5305\u62ecKing\u3001Tencent\u3001Papaya\u3001NextNinja\u3001Tilting Point\u3001Nexon\u5728\u5185\u7684\u9886\u5148\u79fb\u52a8\u516c\u53f8\uff0c\u901a\u8fc7\u7cbe\u51c6\u9884\u6d4b\u54ea\u4e9b\u7528\u6237\u6700\u6709\u53ef\u80fd\u53c2\u4e0e\u5e76\u8f6c\u5316\uff0c\u4ece\u800c\u5b9e\u73b0\u5e76\u8d85\u8d8a\u5176\u589e\u957f\u76ee\u6807\u3002\u6211\u4eec\u7684\u673a\u5668\u5b66\u4e60\u6a21\u578b\u57fa\u4e8e\u9884\u6d4b\u7684LTV\u4f18\u5316\uff0c\u4e13\u6ce8\u4e8e\u5b9a\u4f4d\u9ad8\u4ef7\u503c\u7528\u6237\uff0c\u5e26\u6765\u5f3a\u52b2\u7684ROAS\u548c\u957f\u671f\u7684\u7528\u6237\u8d28\u91cf\u3002

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    Download the PDF version of the case study 我们与Mobirix合作，在全球范围内针对其休闲游戏《Bricks Breaker Quest》的iOS流失用户开展了再营销。Mobirix是一家休闲类移动游戏开发商，长期位列全球下载量前三的韩国发行商之一。 结果概览 9x 10周内实现活动扩展 >100% 从第1周起超越ROAS D7 KPI 3.4x 到第7周超越ROAS D7 KPI 营销活动目标 本次活动的最终目标是重新唤回已流失的《Bricks Breaker Quest》用户，使他们再次回到游戏并成为活跃用户，从而最大化应用内广告（IAA）收入，其中ROAS D7被设定为核心KPI。 程序化重新参与流程 当我们与Mobirix开始开展再营销活动时，借助我们自主研发的Live Audiences分群引擎（免费提供给客户使用），我们根据用户在游戏中的活跃（和不活跃）情况创建了多个用户分群。我们的分群引擎能够对受众进行精细化拆分与分析，从而识别并定位最具价值的用户群体，为客户带来卓越的表现。 我们的程序化、机器学习驱动的DSP仅与一线广告交易平台（tier-1 ad exchanges）进行集成，每秒处理超过400万次广告请求。这使我们能够快速收集信号，识别出在看到广告后更有可能转化（重新安装或重新打开应用）的受众分群。 在我们收集了初始数据并识别出更可能转化的用户分群后，我们的竞价引擎开始对这些群体进行定向投放。 主要挑战是在数千万《Bricks Breaker Quest》用户中进行筛选，找出那些最有可能长时间参与游戏并观看更多广告的用户分群，从而最大化应用内广告（IAA）收入。 通过与客户的MMP直接集成并获取IAA收入的实时数据，我们的程序化竞价引擎能够实时优化活动，并通过定向投放广告“大户”（ad whales）来提升整体表现。 用户符合“Ad Whale”的条件有以下两种情况： 通过对这些用户分群进行程序化的平衡投放，我们从第1周起就大幅超越ROAS D7 KPI。在2个半月的时间里，活动实现了9倍的稳步扩展，同时KPI也被大幅超越。 营销活动结果 ROAS D7 增长 从与Mobirix开展再营销活动的第一周开始，通过战略性地定向广告“大户”（ad whales，指CPM较高或频繁观看广告的用户），我们就大幅超越了ROAS D7 KPI。到第4周时，ROAS D7 KPI的表现提升至3.2倍。随着获得更多的正向信号，我们的程序化机器学习驱动竞价引擎能够更准确地预测哪些受众分群更有可能成为活跃用户，并重点投放于这些群体。结果，我们成功地重新触达并转化了一部分通过应用内购买（IAP）成为付费用户的受众，从而进一步增强了活动表现。 到第7周，IAP对整体D7 … <\/p>\n

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