Marpipe: Otsatsa Omwe Ali Ndi Nzeru Ayenera Kuyesa Ndikupeza Wopambana Wopanga Zotsatsa
Kwa zaka zambiri, otsatsa ndi otsatsa akhala akudalira omvera omwe akutsata deta kuti adziwe komwe angayendetse komanso patsogolo pa omwe angayendetse malonda awo. Koma kusintha kwaposachedwa pakuchita migodi ya data - zotsatira za malamulo atsopano komanso ofunikira achinsinsi omwe adakhazikitsidwa ndi GDPR, CCPA, ndi Apple iOS14 - zasiya magulu otsatsa akungokhalira kukangana. Ogwiritsa ntchito ochulukirachulukira akasiya kutsatira, zomwe anthu akutsata zomwe zikuyang'ana zimayamba kuchepa komanso kudalirika.
Otsogola pamsika asintha chidwi chawo ku chinthu chomwe ali m'manja mwawo chomwe chingakhudzebe kwambiri kutembenuka: momwe amapangira zotsatsa. Ndipo ngakhale kuyesa kwa A/B kwakhala koyezera kutembenuka kwamphamvu kwa zotsatsa, ogulitsa otsogolawa tsopano akufunafuna njira zopitilira njira zachikhalidwe pomanga ndi kuyesa kutsatsa kosiyanasiyana pamlingo.
Marpipe Solution mwachidule
Marpipe imathandizira magulu opanga ndi otsatsa kuti apange mazana amitundu yotsatsa mumphindi, kuyika zithunzi ndi makanema osasunthika kwa omvera kuti ayesedwe, ndikupeza zidziwitso za momwe kagwiridwe kake zimasinthidwira ndi chinthu chimodzi chokha - mutu, chithunzi, mtundu wakumbuyo, ndi zina zambiri.
ndi Marpipe, mitundu ndi mabungwe angathe:
- Wonjezerani kwambiri kuchuluka kwa opanga zotsatsa zapadera kuti ayesedwe, zomwe zimawonjezera mwayi wopeza ochita bwino kwambiri.
- Chotsani kukondera pakupanga pothandizira zisankho zamapangidwe ndi data yotembenuka
- Khalani anzeru pazamalonda ndi zida zomwe zikugwira ntchito komanso chifukwa chake kuti athe kupanga zisankho mwachangu pazakupanga zotsatsa zomwe akuyenera kuzimitsa komanso zomwe azimitsa
- Pangani zotsatsa zabwinoko pasanathe theka la nthawi - 66% mwachangu pafupipafupi
Automated Ad Building, Pa Scale
Mwachikhalidwe, magulu opanga amakhala ndi bandwidth kuti aganizire ndikupanga malonda awiri kapena atatu kuti ayesedwe. Marpipe zimawasungira nthawi, kupangitsa zotsatsa makumi kapena mazana kupangidwa nthawi imodzi. Izi zimachitika pophatikiza kuphatikiza kulikonse kwazinthu zopanga zomwe zimaperekedwa ndi gulu lopanga. Kusiyanasiyana kwa malonda kumawonjezeka mofulumira kwambiri motere. Mwachitsanzo, mitu isanu, zithunzi zitatu, ndi mitundu iwiri yakumbuyo imakhala zotsatsa 30 (5x3x2) ndikudina batani. Izi sizimangowonjezera kuchuluka kwa zotsatsa zapadera zoyeserera, komanso zimakhazikitsa magulu otsatsa kuti aziyesa mayeso osiyanasiyana papulatifomu ya Marpipe - kuyika zotsatsa zonse motsutsana ndi mnzake ndikuwongolera zosintha zonse zomwe zingatheke.
Kukhazikitsa Mayeso Okhazikika, Olamulidwa
Zotsatsa zonse zikangopangidwa zokha, Marpipe Kenako imagwiritsa ntchito kuyesa kwa multivariate. Kuyesa kwa Multivariate kumayesa magwiridwe antchito amitundu yonse yotheka. Pankhani ya Marpipe, zosinthika ndizopanga zinthu mkati mwa malonda aliwonse - kukopera, zithunzi, kuyitanira kuchitapo kanthu, ndi zina zambiri. Zotsatsa zilizonse zimayikidwa muzotsatsa zake ndipo bajeti yoyesera imagawidwa mofanana pakati pawo kuti athe kuwongolera kusintha kwina komwe kungasokoneze zotsatira. Mayesero amatha masiku asanu ndi awiri kapena 14, kutengera bajeti ndi zolinga za kasitomala. Ndipo kusiyanasiyana kwa malonda kumayendera pamaso pa omvera omwe alipo kapena omvera, zomwe zimapangitsa kuzindikira kwatanthauzo.
Luntha la Kulenga
Pamene mayesero akupita patsogolo, Marpipe imapereka chidziwitso cha magwiridwe antchito pamalonda aliwonse komanso chilichonse chopanga. Nyimbo za nsanja zimafikira, kudina, kutembenuka, CPA, CTR, ndi zina zambiri. Pakapita nthawi, Marpipe amaphatikiza zotsatirazi kuti adziwe zomwe zikuchitika. Kuchokera apa, otsatsa ndi otsatsa amatha kusankha kuti akweze zotsatsa ziti komanso zomwe angayese motsatira potengera zotsatira za mayeso. Pamapeto pake, nsanjayo idzakhala ndi kuthekera kofotokoza mitundu yazinthu zopanga zomwe mtundu uyenera kuyesa potengera nzeru zakulenga zakale.
Sungani ulendo wa 1: 1 wa Marpipe
Multivariate Ad Creative Testing Best Practices
Kuyesa kwa ma multivariate pamlingo ndi njira yatsopano, yomwe sikunali kotheka popanda makina. Momwemonso, kayendetsedwe ka ntchito ndi malingaliro ofunikira kuyesa kulenga zotsatsa motere sizinachitikebe. Marpipe apeza kuti makasitomala ake ochita bwino kwambiri amatsata njira ziwiri zabwino makamaka zomwe zimawathandiza kuwona phindu papulatifomu molawirira kwambiri:
- Kutengera njira yopangira ma modular pakupanga zotsatsa. Kupanga kokhazikika kumayamba ndi template, yomwe mkati mwake muli zosungira malo kuti chinthu chilichonse chopangacho chizikhalamo mosinthanasinthana. Mwachitsanzo, danga la mutu, danga la fano, danga la batani, ndi zina zotero. Kuganiza ndi kupanga motere kungakhale kovuta, chifukwa chinthu chilichonse chopanga chiyenera kukhala chomveka komanso chokongola pamene chikugwirizana ndi china chilichonse. kulenga chinthu. Maonekedwe osinthika awa amalola kusintha kulikonse kwa chinthu chilichonse chopanga kuti chisinthidwe mwadongosolo.
- Kutsekereza kusiyana pakati pa magulu otsatsa akupanga ndi ochita bwino. Magulu akupanga ndi magulu otsatsa ochita bwino omwe amagwira ntchito yotsekera amatha kupindula Marpipe Mofulumirirako. Maguluwa amakonzekera mayeso awo palimodzi, onse akufika patsamba limodzi pazomwe akufuna kuphunzira komanso zinthu zopanga zomwe zingawafikitse pamenepo. Sikuti amangotsegula zotsatsa zotsogola kwambiri komanso zinthu zopangidwa nthawi zambiri, komanso amagwiritsa ntchito zotsatira zoyeserera pamzere wotsatira wazopanga zotsatsa kuti adziwe mozama ndi mayeso aliwonse.
Momwe Zovala Za Amuna Zamtundu wa Taylor Stitch Adakwaniritsa Zolinga Zake Zakukula Ndi 50% Ndi Marpipe
Panthawi yofunika kwambiri pakukula kwa kampani, gulu lazamalonda ku chitaylor stitch adadzipeza okha ndi zovuta za bandwidth pakupanga komanso kasamalidwe ka akaunti. Mayendedwe awo oyesera aluso anali aatali komanso otopetsa, ngakhale ndi antchito aluso laluso komanso mnzake wodalirika wotsatsa malonda. Njira yopangira zotsatsa zoyesa, kutumiza ku bungwe kuti liziyika, kusankha omvera, ndikuyambitsa zinali zosavuta kwa milungu iwiri. Ndi zolinga zaukali zomwe zakhazikitsidwa kuti apeze makasitomala atsopano - 20% YOY - gulu la Taylor Stitch linkafunika kupeza njira yowonjezerera zoyesa zawo popanda kuonjezera kwambiri antchito kapena ndalama.
Mwa kugwiritsa ntchito Marpipe kuti azitha kupanga zotsatsa ndikuyesa, Taylor Stitch adatha kuwonjezera kuchuluka kwa zotsatsa zapadera kuti ziyesedwe ndi 10x. Gululi tsopano litha kukhazikitsa zoyesa ziwiri pa sabata - iliyonse ili ndi zotsatsa zopitilira 80, zonse ndi cholinga chokhacho chofuna makasitomala atsopano. Sikelo yatsopanoyi imawalola kuyesa mizere yazogulitsa ndi mitundu ina yomwe sakanatha kuteropo. Adapeza zidziwitso zodabwitsa, monga kuti makasitomala atsopano amatha kusintha ndi mauthenga okhudzana ndi kukhazikika komanso mtundu wa nsalu m'malo mochotsera. Ndipo iwo adakwaniritsa zolinga zawo zakukula kwa YOY ndi 50%.