{"id":4269,"date":"2026-05-27T13:54:36","date_gmt":"2026-05-27T13:54:36","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=4269"},"modified":"2026-05-27T14:13:31","modified_gmt":"2026-05-27T14:13:31","slug":"%e6%88%91%e4%bb%ac%e5%a6%82%e4%bd%95%e5%9c%a8%e7%ac%ac1%e5%91%a8%e5%8d%b3%e5%ae%9e%e7%8e%b0%e4%ba%86%e4%b8%ba-neowiz-%e7%9a%84%e3%80%8acats-soup%e3%80%8b%e5%b9%bf%e5%91%8a%e6%b4%bb%e5%8a%a8","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/zh\/2026\/05\/%e6%88%91%e4%bb%ac%e5%a6%82%e4%bd%95%e5%9c%a8%e7%ac%ac1%e5%91%a8%e5%8d%b3%e5%ae%9e%e7%8e%b0%e4%ba%86%e4%b8%ba-neowiz-%e7%9a%84%e3%80%8acats-soup%e3%80%8b%e5%b9%bf%e5%91%8a%e6%b4%bb%e5%8a%a8\/","title":{"rendered":"\u6211\u4eec\u5982\u4f55\u5728\u7b2c1\u5468\u5373\u5b9e\u73b0\u4e86\u4e3a NEOWIZ \u7684\u300aCats & Soup\u300b\u5e7f\u544a\u6d3b\u52a8\u5168\u9762\u56de\u672c"},"content":{"rendered":"\n

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

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\u6211\u4eec\u4e0eNeowiz\u5408\u4f5c\uff0c\u5728\u7f8e\u56fdiOS\u5e73\u53f0\u4e0a\u5bf9\u4f11\u95f2\u6a21\u62df\u6e38\u620fCats&Soup\u7684\u6d41\u5931\u7528\u6237\u8fdb\u884c\u518d\u5b9a\u5411\u6295\u653e\u3002Cats&Soup\u662f\u5168\u7403\u4e0b\u8f7d\u91cf\u8d85\u8fc78000\u4e07\u6b21\u3001\u8986\u76d6192\u4e2a\u56fd\u5bb6\u7684\u7545\u9500\u6e38\u620f\u3002\u51ed\u501f\u8ff7\u4eba\u7684\u89c6\u89c9\u98ce\u683c\u4e0e\u8f7b\u677e\u7684\u6e38\u620f\u73a9\u6cd5\uff0c\u8be5\u6e38\u620f\u5728\u5168\u7403\u8303\u56f4\u5185\u79ef\u7d2f\u4e86\u5927\u6279\u5fe0\u5b9e\u73a9\u5bb6\u3002<\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u6838\u5fc3\u6210\u679c<\/h2>\n\n\n\n
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20%<\/strong><\/p>\n\n\n\n

\u7b2c1\u5468ROAS D0\u8d85\u51faKPI 20%<\/p>\n<\/div>\n\n\n\n

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

\u7b2c1\u5468\u8d77\u63a8\u5e7f\u8d39\u7528\u56de\u6536\u7387\u8d85100%<\/p>\n<\/div>\n\n\n\n

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2.8x<\/strong><\/p>\n\n\n\n

\u81f3\u7b2c16\u5468\u63a8\u5e7f\u89c4\u6a21\u6269\u59272.8\u500d<\/p>\n<\/div>\n<\/div>\n\n\n\n

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\u63a8\u5e7f\u76ee\u6807<\/h2>\n\n\n\n

\u6b64\u6b21\u63a8\u5e7f\u7684\u6838\u5fc3\u76ee\u6807\u662f\u91cd\u65b0\u6fc0\u6d3bCats&Soup\u7684\u6c89\u7761\u73a9\u5bb6\uff0c\u5f15\u5bfc\u5176\u56de\u5f52\u6e38\u620f\u5e76\u4fc3\u6210\u66f4\u591a\u5e94\u7528\u5185\u8d2d\u4e70\u3002\u6211\u4eec\u4ee5ROAS\u4e3a\u57fa\u51c6KPI\u8861\u91cf\u63a8\u5e7f\u6548\u679c\uff0c\u6838\u5fc3\u6311\u6218\u5728\u4e8e\u4ece\u53d7\u4f17\u4e2d\u7cbe\u51c6\u8bc6\u522b\u5e76\u89e6\u8fbe\u8d2d\u4e70\u610f\u5411\u6700\u5f3a\u7684\u7ec6\u5206\u7fa4\u4f53\u3002<\/p>\n\n\n\n

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“Persona.ly\u5728\u8bc6\u522b\u548c\u91cd\u65b0\u5b9a\u5411\u9ad8\u4ef7\u503c\u7528\u6237\u65b9\u9762\u8868\u73b0\u51fa\u5f3a\u5927\u7684\u65e9\u671f\u4f18\u5316\u80fd\u529b\uff0c\u5728Cats & Soup\u91cd\u65b0\u5b9a\u5411\u6d3b\u52a8\u7684\u521d\u671f\u9636\u6bb5\u5b9e\u73b0\u4e86SKAN ROAS\u8d85\u8fc7200%\u7684\u6210\u679c\u3002 \u5373\u4f7f\u7ecf\u8fc7\u8d85\u8fc7\u56db\u4e2a\u6708\u7684\u957f\u671f\u6295\u653e\uff0c\u518d\u8425\u9500 CPA \u4f9d\u7136\u4fdd\u6301\u7a33\u5b9a\uff0c\u5e76\u6709\u6548\u63a8\u52a8\u4e86\u73b0\u6709\u7528\u6237\u7684\u91cd\u65b0\u6d3b\u8dc3\u3002\u7531\u4e8e\u6211\u4eec\u80fd\u591f\u6301\u7eed\u89e6\u8fbe\u6838\u5fc3\u7528\u6237\u7fa4\u4f53\uff0c\u6211\u4eec\u4e5f\u671f\u5f85\u672a\u6765\u80fd\u591f\u5f00\u5c55\u66f4\u591a\u8fdb\u4e00\u6b65\u7684\u5408\u4f5c\u3002”<\/p>\nPark Yeong-ju, Neowiz\u8425\u9500PM<\/strong><\/cite><\/blockquote>\n\n\n\n

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\u7a0b\u5e8f\u5316\u518d\u5b9a\u5411\u6d41\u7a0b<\/h2>\n\n\n\n

\u5728\u63a8\u5e7f\u542f\u52a8\u4e4b\u521d\uff0c\u6211\u4eec\u5373\u901a\u8fc7\u81ea\u6709Live Audiences<\/a>\u53d7\u4f17\u5206\u5c42\u5f15\u64ce\u5145\u5206\u5229\u7528\u7b2c\u4e00\u65b9\u6570\u636e\uff0c\u4e3a\u6709\u8fc7\u5e94\u7528\u5185\u8d2d\u4e70\u8bb0\u5f55\u4f46\u5df2\u6c89\u9ed8\u4e00\u6bb5\u65f6\u95f4\u7684Cats&Soup\u4ed8\u8d39\u7528\u6237\u6784\u5efa\u7cbe\u51c6\u7ec6\u5206\u53d7\u4f17\u3002\u6211\u4eec\u523b\u610f\u91c7\u7528\u8f83\u77ed\u7684\u6c89\u9ed8\u65f6\u95f4\u7a97\u53e3\u2014\u2014\u56e0\u4e3a\u4ec5\u6d41\u5931\u6570\u5929\u7684\u7528\u6237\u8d2d\u4e70\u610f\u5411\u4f9d\u7136\u5f3a\u70c8\uff0c\u5176\u518d\u6fc0\u6d3b\u54cd\u5e94\u7387\u663e\u8457\u9ad8\u4e8e\u957f\u671f\u6c89\u9ed8\u7528\u6237\u3002

Live Audiences\u5f15\u64ce\u514d\u8d39\u5411\u5ba2\u6237\u5f00\u653e\uff0c\u5e76\u4e0e\u6211\u4eec\u7684\u7a0b\u5e8f\u5316DSP\u65e0\u7f1d\u96c6\u6210\uff0c\u652f\u6301\u5b9e\u65f6\u66f4\u65b0\u53d7\u4f17\uff0c\u8ba9\u6211\u4eec\u4ece\u63a8\u5e7f\u542f\u52a8\u7b2c\u4e00\u5929\u8d77\u4fbf\u80fd\u83b7\u53d6\u6570\u636e\u9a71\u52a8\u7684\u6d1e\u5bdf\u3002

\u4ec5\u6570\u5929\u5185\uff0c\u6211\u4eec\u7684ML\u7b97\u6cd5\u4fbf\u79ef\u7d2f\u4e86\u8db3\u591f\u7684\u6570\u636e\uff0c\u7cbe\u51c6\u8bc6\u522b\u51fa\u66f4\u6709\u53ef\u80fd\u4ea7\u751f\u5e94\u7528\u5185\u8d2d\u4e70\u7684\u53d7\u4f17\u7fa4\u4f53\u3002\u8fd9\u4e00\u65b9\u6cd5\u4f7f\u6211\u4eec\u8d85\u51faROAS KPI 20%\uff0c\u5e76\u5728\u63a8\u5e7f\u9996\u5468\u5373\u5b9e\u73b0D7\u6210\u672c\u56de\u6536\u3002

\u901a\u8fc7\u5c06\u7b2c\u4e00\u65b9\u6570\u636e\u4e0e\u5e73\u53f0\u884c\u4e3a\u4fe1\u53f7\u76f8\u7ed3\u5408\uff0c\u6211\u4eec\u4ece\u63a8\u5e7f\u521d\u671f\u4fbf\u5c06\u5168\u90e8\u9884\u7b97\u805a\u7126\u4e8e\u6700\u9ad8\u4ef7\u503c\u53d7\u4f17\uff0c\u6301\u7eed\u4f18\u5316\u5b9a\u5411\u7b56\u7565\uff0c\u5168\u9762\u63d0\u5347\u63a8\u5e7f\u8868\u73b0\u3002<\/p>\n\n\n\n

\u4ece\u63a8\u5e7f\u9996\u5468\u8d77\uff0c\u6211\u4eec\u7684ML\u9a71\u52a8\u7ade\u4ef7\u5f15\u64ce\u4fbf\u5f00\u59cb\u4ece\u8be5\u7ec6\u5206\u53d7\u4f17\u4e2d\u79ef\u7d2f\u6b63\u5411\u4fe1\u53f7\u3002\u968f\u7740\u673a\u5668\u5b66\u4e60\u7684\u6df1\u5165\uff0cML\u6a21\u578b\u5bf9\u6700\u6709\u53ef\u80fd\u91cd\u65b0\u6253\u5f00\u5e94\u7528\u5e76\u4ea7\u751f\u8ffd\u52a0\u8d2d\u4e70\u7684\u53d7\u4f17\u7fa4\u4f53\u7684\u5224\u65ad\u6108\u53d1\u7cbe\u51c6\uff0c\u4ece\u800c\u5b9e\u73b0\u4e86\u5bf9\u6bcf\u6b21\u72ec\u7acb\u7ade\u4ef7\u7684\u8d8a\u6765\u8d8a\u7cbe\u786e\u7684\u51fa\u4ef7\u3002<\/p>\n\n\n\n

\u501f\u52a9\u7a0b\u5e8f\u5316DSP\u7684\u6700\u65b0\u529f\u80fd\u5347\u7ea7\uff0c\u5c06\u591a\u7ef4\u53d7\u4f17\u4fe1\u53f7\u6574\u5408\u4e3a\u7edf\u4e00\u7279\u5f81\uff0c\u6211\u4eec\u5f00\u53d1\u4e86\u5b9a\u5236\u5316ML\u5b9a\u5411\u6a21\u578b\uff0c\u5b9e\u73b0\u5bf9\u9ad8\u610f\u5411\u7528\u6237\u7684\u7cbe\u51c6\u5b9a\u5411\uff0c\u5e76\u4f9d\u636e\u5176\u9884\u6d4b\u53c2\u4e0e\u5ea6\u8fdb\u884c\u7cbe\u786e\u7ade\u4ef7\u3002<\/p>\n\n\n\n

\u8fd9\u4e00\u5347\u7ea7\u4f7f\u6211\u4eec\u5728\u6269\u5927\u63a8\u5e7f\u89c4\u6a21\u7684\u540c\u65f6\uff0c\u6301\u7eed\u8d85\u8d8aKPI\u3002<\/p>\n\n\n\n

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

\u4e3a\u4f55\u5b9e\u65f6\u53d7\u4f17\u66f4\u65b0\u81f3\u5173\u91cd\u8981<\/h2>\n\n\n\n

\u5b9e\u65f6\u53d7\u4f17\u66f4\u65b0\u786e\u4fdd\u7528\u6237\u5728\u6700\u4f73\u65f6\u673a\u88ab\u7eb3\u5165\u53d7\u4f17\u6c60\uff0c\u5e76\u5728\u91cd\u65b0\u6fc0\u6d3b\u540e\u7acb\u5373\u505c\u6b62\u6295\u653e\u2014\u2014\u7cbe\u51c6\u6355\u6349\u5cf0\u503c\u8d2d\u4e70\u610f\u5411\uff0c\u5b9e\u73b0\u663e\u8457\u7684\u9884\u7b97\u8282\u7701\u3002<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n
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\u63a8\u5e7f\u6210\u679c<\/h2>\n\n\n\n

ROAS\u589e\u957f\u8d8b\u52bf<\/h3>\n\n\n\n

\u901a\u8fc7\u4f18\u5148\u9501\u5b9a\u6700\u6709\u53ef\u80fd\u4ea7\u751f\u989d\u5916\u5e94\u7528\u5185\u8d2d\u4e70\u7684\u7ec6\u5206\u53d7\u4f17\uff0c\u6211\u4eec\u8d85\u989d\u5b8c\u6210ROAS KPI\uff0c\u5e76\u5728\u63a8\u5e7f\u9996\u5468\u7684D7\u5b9e\u73b0\u4e86\u6210\u672c\u56de\u6536\u3002<\/p>\n\n\n\n

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\"\"<\/a><\/figure>\n\n\n\n
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\u63a8\u5e7f\u89c4\u6a21\u6269\u5c55<\/h3>\n\n\n\n
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\u5728\u6574\u4e2a\u6269\u91cf\u8fc7\u7a0b\u4e2d\uff0c\u63a8\u5e7f\u59cb\u7ec8\u4fdd\u6301\u8f83\u9ad8\u7684ROAS\uff0c\u5145\u5206\u8bc1\u660e\u53d7\u4f17\u7b56\u7565\u4e0e\u7ade\u4ef7\u6a21\u578b\u5728\u8fdc\u8d85\u521d\u59cb\u5b66\u4e60\u9636\u6bb5\u4e4b\u540e\u4f9d\u7136\u7a33\u5065\u6709\u6548\u3002<\/p>\n<\/div>\n\n\n\n

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

\u5173\u4e8eNeowiz<\/h2>\n\n\n\n

Neowiz\u662f\u4e00\u5bb6\u6210\u7acb\u4e8e1997\u5e74\u7684\u97e9\u56fd\u4e0a\u5e02\u6e38\u620f\u5f00\u53d1\u5546\u548c\u53d1\u884c\u5546\uff0c\u4ea7\u54c1\u7ebf\u6a2a\u8de8PC\u3001\u4e3b\u673a\u548c\u79fb\u52a8\u5e73\u53f0\u3002\u4f5c\u4e3a\u97e9\u56fd\u6700\u5177\u8d44\u5386\u7684\u6e38\u620f\u516c\u53f8\u4e4b\u4e00\uff0cNeowiz\u5df2\u6784\u5efa\u8d77\u6db5\u76d6MMORPGs\u81f3\u4f11\u95f2\u6e38\u620f\u7b49\u591a\u79cd\u7c7b\u578b\u7684\u4e30\u5bcc\u6e38\u620f\u77e9\u9635\u3002<\/p>\n\n\n\n

<\/p>\n\n\n\n

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

Neowiz\u7684\u5408\u4f5c\u5145\u5206\u8bc1\u660e\uff0c\u5f53\u4e24\u4e2a\u4ee5\u4e1a\u7ee9\u4e3a\u9a71\u52a8\u7684\u56e2\u961f\u5171\u540c\u5954\u8d74\u540c\u4e00\u76ee\u6807\u65f6\uff0c\u4e00\u5207\u7686\u6709\u53ef\u80fd\u3002\u6211\u4eec\u5bf9\u6b64\u6b21\u6210\u679c\u611f\u5230\u6781\u4e3a\u6ee1\u610f\uff0c\u4e5f\u4e3a\u6211\u4eec\u7684ML\u9a71\u52a8DSP\u5728\u97e9\u56fd\u9876\u7ea7\u7545\u9500\u79fb\u52a8\u6e38\u620f\u4e2d\u6301\u7eed\u4ea4\u4ed8\u5353\u8d8a\u6210\u7ee9\u800c\u6df1\u611f\u81ea\u8c6a\u3002<\/p>\n\n\n\n

\u6211\u4eec\u5728\u97e9\u56fd\u5e02\u573a\u7684\u5f71\u54cd\u529b\u4f9d\u7136\u5f3a\u52b2\uff0c\u5e76\u5c06\u4e00\u5982\u65e2\u5f80\u5730\u81f4\u529b\u4e8e\u4ee5\u4e16\u754c\u7ea7\u7a0b\u5e8f\u5316DSP\u80fd\u529b\u8d4b\u80fd\u5f53\u5730\u5f00\u53d1\u8005\uff0c\u52a9\u529b\u5176\u5b9e\u73b0\u5168\u7403\u89c4\u6a21\u6269\u5f20\u3002<\/p>\nRachel SEO \u2013 Persona.ly \u97e9\u56fd\u4e1a\u52a1\u62d3\u5c55\u603b\u76d1<\/strong><\/cite><\/blockquote>\n\n\n\n

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

\u5173\u4e8e Persona.ly<\/h2>\n\n\n\n

Persona.ly \u662f\u4e00\u5bb6\u6570\u636e\u9a71\u52a8\u7684\u4ea7\u54c1\u516c\u53f8\uff0c\u4e13\u6ce8\u4e8e\u79fb\u52a8\u7528\u6237\u83b7\u53d6\u4e0e\u518d\u8425\u9500\uff0c\u5e76\u7531\u81ea\u4e3b\u7814\u53d1\u7684\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u548c\u5f3a\u5927\u7684\u7b2c\u4e00\u65b9\u6570\u636e\u7ba1\u7406\u5e73\u53f0\u63d0\u4f9b\u652f\u6301\u3002<\/p>\n\n\n\n

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Download the PDF version of the case study 我们与Neowiz合作，在美国iOS平台上对休闲模拟游戏Cats&Soup的流失用户进行再定向投放。Cats&Soup是全球下载量超过8000万次、覆盖192个国家的畅销游戏。凭借迷人的视觉风格与轻松的游戏玩法，该游戏在全球范围内积累了大批忠实玩家。 核心成果 20% 第1周ROAS D0超出KPI 20% >100% 第1周起推广费用回收率超100% 2.8x 至第16周推广规模扩大2.8倍 推广目标 此次推广的核心目标是重新激活Cats&Soup的沉睡玩家，引导其回归游戏并促成更多应用内购买。我们以ROAS为基准KPI衡量推广效果，核心挑战在于从受众中精准识别并触达购买意向最强的细分群体。 程序化再定向流程 在推广启动之初，我们即通过自有Live Audiences受众分层引擎充分利用第一方数据，为有过应用内购买记录但已沉默一段时间的Cats&Soup付费用户构建精准细分受众。我们刻意采用较短的沉默时间窗口——因为仅流失数天的用户购买意向依然强烈，其再激活响应率显著高于长期沉默用户。 Live Audiences引擎免费向客户开放，并与我们的程序化DSP无缝集成，支持实时更新受众，让我们从推广启动第一天起便能获取数据驱动的洞察。 仅数天内，我们的ML算法便积累了足够的数据，精准识别出更有可能产生应用内购买的受众群体。这一方法使我们超出ROAS KPI 20%，并在推广首周即实现D7成本回收。 通过将第一方数据与平台行为信号相结合，我们从推广初期便将全部预算聚焦于最高价值受众，持续优化定向策略，全面提升推广表现。 从推广首周起，我们的ML驱动竞价引擎便开始从该细分受众中积累正向信号。随着机器学习的深入，ML模型对最有可能重新打开应用并产生追加购买的受众群体的判断愈发精准，从而实现了对每次独立竞价的越来越精确的出价。 借助程序化DSP的最新功能升级，将多维受众信号整合为统一特征，我们开发了定制化ML定向模型，实现对高意向用户的精准定向，并依据其预测参与度进行精确竞价。 这一升级使我们在扩大推广规模的同时，持续超越KPI。 为何实时受众更新至关重要 实时受众更新确保用户在最佳时机被纳入受众池，并在重新激活后立即停止投放——精准捕捉峰值购买意向，实现显著的预算节省。 推广成果 ROAS增长趋势 通过优先锁定最有可能产生额外应用内购买的细分受众，我们超额完成ROAS KPI，并在推广首周的D7实现了成本回收。 精准定向与游戏本身的卓越品质相辅相成，推动了Cats&Soup的强劲增长。通过在正确时机重新触达已展现付费意愿的用户，我们不仅带来了单次交易，更重新激活了用户对游戏变现循环的持续参与。 推广规模扩展 在整个扩量过程中，推广始终保持较高的ROAS，充分证明受众策略与竞价模型在远超初始学习阶段之后依然稳健有效。 关于Neowiz Neowiz是一家成立于1997年的韩国上市游戏开发商和发行商，产品线横跨PC、主机和移动平台。作为韩国最具资历的游戏公司之一，Neowiz已构建起涵盖MMORPGs至休闲游戏等多种类型的丰富游戏矩阵。 关于 Persona.ly Persona.ly 是一家数据驱动的产品公司，专注于移动用户获取与再营销，并由自主研发的机器学习算法和强大的第一方数据管理平台提供支持。 我们帮助包括 King、Tencent、Papaya、NextNinja、Tilting Point、Nexon 在内的众多领先移动公司，通过精准预测最有可能参与和转化的用户，实现并超越其增长目标。我们的机器学习模型基于预测的 LTV 进行优化，以定向高价值用户，从而推动强劲的 ROAS 和长期用户质量。 … <\/p>\n

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