Retina AI: Kugwiritsa Ntchito Predictive AI Kupititsa patsogolo Kampeni Zamalonda ndi Kukhazikitsa Mtengo Wamoyo Wamakasitomala (CLV)

Retina AI Persona Predictive Customer Lifetime Value CLV

Chilengedwe chikusintha mwachangu kwa ogulitsa. Ndi zosintha zatsopano zachinsinsi za iOS kuchokera ku Apple ndi Chrome kuchotsa ma cookie a chipani chachitatu mu 2023 - mwa zosintha zina - ogulitsa akuyenera kusintha masewera awo kuti agwirizane ndi malamulo atsopano. Chimodzi mwa zosintha zazikulu ndi kuchuluka kwa mtengo womwe umapezeka mu data ya chipani choyamba. Makampani tsopano akuyenera kudalira data yolowa komanso ya chipani choyamba kuti ithandizire kuyendetsa kampeni.

Kodi Customer Lifetime Value (CLV) ndi chiyani?

Mtengo wanthawi zonse wa kasitomala (CLV) ndi metric yomwe imayerekezera kuchuluka kwa mtengo (kawirikawiri ndalama kapena malire a phindu) kasitomala aliyense angabweretse kubizinesi m'kupita kwanthawi yonse yomwe amalumikizana ndi mtundu wanu - wam'mbuyomu, wapano, ndi wamtsogolo.

Kusinthaku kumapangitsa kukhala kofunikira kuti mabizinesi amvetsetse ndikudziwiratu mtengo wanthawi zonse wamakasitomala, zomwe zimawathandiza kuzindikira magawo ofunikira amtundu wawo nthawi yogula isanakwane ndikuwongolera njira zawo zotsatsira kuti apikisane ndikuchita bwino.

Sikuti mitundu yonse ya ma CLV imapangidwa mofanana, komabe - ambiri amaipanga mophatikizana m'malo mokhala pamlingo wapayekha, kotero, sangathe kulosera molondola za CLV yamtsogolo. Ndi CLV yapayekha yomwe Retina imapanga, makasitomala amatha kusiyanitsa zomwe zimapangitsa makasitomala awo abwino kukhala osiyana ndi ena onse ndikuphatikiza chidziwitsocho kuti awonjezere phindu la kampeni yawo yotsatira yopezera makasitomala. Kuphatikiza apo, Retina imatha kupereka kulosera kwamphamvu kwa CLV kutengera momwe kasitomala amachitira ndi mtunduwo, kulola makasitomala kudziwa makasitomala omwe akuyenera kutsata ndi zotsatsa zapadera, kuchotsera, ndi kukwezedwa.  

Kodi Retina AI ndi chiyani?

Retina AI imagwiritsa ntchito luntha lochita kuneneratu za moyo wamakasitomala asanayambe kuchitapo kanthu.

Retina AI ndiye chinthu chokhacho chomwe chimaneneratu za nthawi yayitali CLV yamakasitomala atsopano omwe amathandizira otsatsa kukula kupanga kampeni kapena zisankho zokometsera bajeti mu nthawi yeniyeni. Chitsanzo cha nsanja ya Retina yomwe ikugwiritsidwa ntchito ndi ntchito yathu ndi Madison Reed yemwe anali kufunafuna yankho lanthawi yeniyeni yoyezera ndi kukhathamiritsa makampeni pa Facebook. Gulu kumeneko lidasankha kuyesa mayeso a A/B okhazikika pa CLV: CAC (makasitomala kupeza ndalama) chiŵerengero. 

Madison Reed Case Study

Ndi kampeni yoyeserera pa Facebook, Madison Reed anali ndi cholinga chokwaniritsa zolinga izi: Yezerani kampeni ya ROAS ndi CLV pafupi ndi nthawi yeniyeni, perekaninso bajeti ku makampeni opindulitsa kwambiri ndikumvetsetsa kuti kutsatsa komwe kudapangitsa kuti CLV: CAC ziwerengero zikhale zapamwamba kwambiri.

Madison Reed adakhazikitsa mayeso a A / B pogwiritsa ntchito omvera omwewo pamagulu onse awiri: azimayi azaka 25 kapena kupitilira apo ku United States omwe anali asanakhalepo kasitomala wa Madison Reed.

  • Kampeni A inali bizinesi monga kampeni yanthawi zonse.
  • Kampeni B idasinthidwa kukhala gawo loyesa.

Pogwiritsa ntchito mtengo wanthawi zonse wamakasitomala, gawo loyesa lidakonzedwa bwino kuti ligulidwe komanso moyipa kwa osalembetsa. Magawo onsewa adagwiritsa ntchito kutsatsa komweko.

Madison Reed adayesa mayeso pa Facebook ndi kugawanika kwa 50/50 kwa masabata a 4 popanda kusintha kwapakati pa kampeni. Chiwerengero cha CLV:CAC chawonjezeka ndi 5% nthawi yomweyo, monga zotsatira zachindunji zokometsa kampeni pogwiritsa ntchito mtengo wanthawi zonse wamakasitomala mkati mwa woyang'anira zotsatsa za Facebook. Pamodzi ndi chiyerekezo chabwino cha CLV:CAC, kampeni yoyesa idapeza zowonera zambiri, kugula mawebusayiti ambiri, ndi zolembetsa zambiri, zomwe zidapangitsa kuti ndalama ziwonjezeke. Madison Reed amasungidwa pamtengo pakuwona ndi mtengo pamtengo uliwonse pomwe amapezanso makasitomala anthawi yayitali.

Zotsatira zamtundu uwu zimawonekera mukamagwiritsa ntchito retina. Pa avareji, Retina imachulukitsa malonda ndi 30%, imapangitsa CLV yowonjezereka ndi 44% yokhala ndi omvera ofanana, ndikupeza 8x Return pa Ad Spend (ROAS) pamakampeni ogulira zinthu poyerekeza ndi njira zotsatsa. Kukonda makonda kutengera mtengo wamakasitomala wonenedweratu pamlingo wanthawi yeniyeni ndikosintha kwambiri paukadaulo wamalonda. Kuyang'ana kwake pamachitidwe amakasitomala m'malo mowerengera kuchuluka kwa anthu kumapangitsa kuti ikhale yapadera komanso yodziwika bwino yogwiritsira ntchito deta kuti isandutse makampeni otsatsa kukhala opambana, osasinthasintha.

Retina AI imapereka mphamvu zotsatirazi

  • Zotsatira Zotsogola za CLV - Retina imapatsa mabizinesi njira zopezera makasitomala onse kuti adziwe mayendedwe abwino. Mabizinesi ambiri sadziwa kuti ndi makasitomala ati omwe angapereke ndalama zambiri pamoyo wawo wonse. Pogwiritsa ntchito Retina kuyeza kuchuluka kwa ndalama zomwe amawononga potsatsa malonda (ROAS) pamakampeni onse ndikumapeza zitsogozo mosalekeza ndikusintha ma CPA moyenerera, zolosera za Retina zimatulutsa ROAS yapamwamba kwambiri pa kampeni yomwe idakongoletsedwa ndi eCLV. Kugwiritsiridwa ntchito kwanzeru kwanzeru kumeneku kumapatsa mabizinesi njira zodziwira ndi kupeza makasitomala zomwe zikuwonetsa mtengo wotsalira. Kupitilira kugoletsa kwamakasitomala, Retina imatha kuphatikiza ndikugawa data kudzera papulatifomu yamakasitomala kuti afotokozere machitidwe onse.
  • Kukhathamiritsa Bajeti ya Kampeni - Otsatsa a Strategic nthawi zonse amafunafuna njira zopititsira patsogolo ndalama zawo zotsatsa. Vuto ndilakuti ogulitsa ambiri amayenera kudikirira mpaka masiku 90 kuti athe kuyeza momwe kampeni idagwirira ntchito ndikusintha bajeti zamtsogolo moyenerera. Retina Early CLV imapatsa mphamvu ogulitsa kupanga zisankho zanzeru za komwe angayang'ane zotsatsa zawo munthawi yeniyeni, posunga ma CPA awo apamwamba kwambiri kwamakasitomala apamwamba komanso chiyembekezo. Izi zimakonzekeretsa mwachangu ma CPA omwe akutsata amakampeni apamwamba kwambiri kuti apereke ROAS yapamwamba komanso kutembenuka kwakukulu. 
  • Owerenga a Lookalike - Retina tawona kuti makampani ambiri ali ndi ROAS yotsika kwambiri-nthawi zambiri pafupifupi 1 kapena osachepera 1. Izi zimachitika nthawi zambiri pamene malonda a kampani sakugwirizana ndi zomwe akuyembekezera kapena makasitomala omwe alipo. Njira imodzi yowonjezerera ROAS ndikupanga omvera omwe ali ndi mtengo wake ndikukhazikitsa zipewa zofananira. Mwanjira imeneyi, mabizinesi amatha kukulitsa ndalama zotsatsa potengera mtengo womwe makasitomala awo angawabweretsere pakapita nthawi. Mabizinesi amatha kuchulukitsa kuwirikiza katatu kubweza kwawo pazotsatsa ndi makasitomala a Retina pa moyo wawo wonse malinga ndi omvera omwe ali ndi mawonekedwe.
  • Kutsatsa Kwamtengo Wapatali - Kutsatsa kotengera mtengo kumatengera lingaliro loti ngakhale makasitomala otsika mtengo ndi oyenera kupeza bola ngati simuwononga ndalama zambiri kuzipeza. Ndi malingaliro amenewo, Retina imathandiza makasitomala kukhazikitsa kuyitanitsa kwamtengo wapatali (VBB) mu kampeni yawo ya Google ndi Facebook. Kukhazikitsa zipewa zotsatsa kungathandize kuwonetsetsa kuchuluka kwa LTV:CAC ndikupangitsa makasitomala kukhala osinthika kwambiri kuti asinthe magawo a kampeni kuti agwirizane ndi zolinga zamabizinesi. Ndi ma bid caps osinthika kuchokera ku Retina, makasitomala adawongola kwambiri LTV: CAC ma ratios posunga ndalama zogulira zochepera 60% ya mabidi awo.
  • Zachuma & Thanzi la Makasitomala - Nenani za thanzi ndi mtengo wamakasitomala anu. Quality of Customers Report™ (QoC) imapereka kusanthula kwatsatanetsatane kwamakasitomala akampani. QoC imayang'ana kwambiri makasitomala omwe amayang'ana kutsogolo ndi maakaunti amakasitomala omwe amamangidwa ndikubwereza kubwereza.

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