I-Marpipe: Abathengisi Abahlomisa Ngezikhali Ngobuhlakani Abadinga Ukuvivinya Futhi Bathole Ubuciko Besikhangiso Abawinayo

I-Marpipe Automated Multivariate Testing ye-Ad Creative

Iminyaka eminingi, abakhangisi nabakhangisi bancike kudatha eqondiswe kuzithameli ukuze bazi ukuthi bazosebenzisa kuphi futhi phambi kobani ubuciko babo besikhangiso. Kodwa ukugudluka kwakamuva kwemikhuba yokumba idatha ehlaselayo - umphumela wemithetho emisha nedingekayo yobumfihlo ebekwe yi-GDPR, CCPA, kanye ne-Apple's iOS14 - kushiye amaqembu ezentengiso eklolodela. Njengoba abasebenzisi abaningi bephuma ekulandeleni umkhondo, idatha yokukhomba izethameli iba ncane futhi ingathembeki.

Amabhrendi ahamba phambili emakethe aguqule ukugxila kwawo kokuthile abakulawulayo okungase kube nomthelela omkhulu ekuguquleni: ukusebenza kobuciko babo bezikhangiso. Futhi nakuba ukuhlolwa kwe-A/B bekuyindinganiso yokulinganisa amandla okuguqulwa ezikhangiso, laba bakhangisi abasungula izinto ezintsha manje sebefuna izindlela zokudlulela ngale kwezindlela ezivamile ngokwakha nokudala isikhangiso sokuhlola okuhlukahlukene esikalini.

Ukubuka konke kwe-Marpipe Solution

I-Marpipe inika amandla amaqembu abasunguli nabakhangisi ukuthi bakhe amakhulukhulu ezikhangiso ezihlukanisiwe ngamaminithi, bakhiphe ngokuzenzakalelayo ubuciko besithombe esimile nevidiyo ukuze izethameli zabo zihlolwe, futhi bathole imininingwane yokusebenza ehlukaniswe ngento ngayinye yokudala — isihloko, isithombe, umbala wangemuva, njll.

With I-Marpipe, amabhrendi nama-ejensi angakwazi:

  • Khulisa kakhulu inani labadali besikhangiso abahlukile bokuhlolwa, okwandisa kakhulu amathuba okuthola abadlali abasezingeni eliphezulu
  • Susa ukuchema enqubweni yokudala ngokusekela izinqumo zedizayini ngedatha yokuguqulwa
  • Hlakanipha mayelana nokuthi yiziphi izikhangiso nezinto zokudala ezisebenzayo nokuthi kungani ukuze zenze izinqumo ezisheshayo mayelana nokuthi yiluphi uhlobo lwesikhangiso okufanele lukalwe futhi luvale
  • Yakha izikhangiso ezingcono ngaphansi kwesigamu sesikhathi — 66% ngokushesha ngokwesilinganiso

Ukuhlolwa Kwendalo Kwendabuko vs Marpipe
Ukuhlolwa Kwendalo Kwendabuko vs Marpipe

Isakhiwo Sesikhangiso Esizenzakalelayo, Ngesikali

Ngokwesiko, amaqembu ahlakaniphile anomkhawulokudonsa wokucabanga nokuklama izikhangiso ezimbili kuya kwezintathu ukuze zihlolwe. I-Marpipe kuzigcina isikhathi, okwenza amashumi noma amakhulu ezikhangiso aklanywe ngesikhathi esisodwa. Lokhu kwenziwa ngokuhlanganisa yonke inhlanganisela yezinto zokudala ezinikezwa ithimba labadali. Ukwehluka kwezikhangiso kuhlanganisa ngokushesha ngale ndlela. Isibonelo, izihloko zezindaba ezinhlanu, izithombe ezintathu, nemibala emibili yangemuva iba izikhangiso ezingu-30 (5x3x2) ngokuchofoza inkinobho. Le nqubo ayikhulisi nje kuphela inani lokudala izikhangiso eziyingqayizivele ukuze kuhlolwe, kodwa futhi imisa amaqembu okukhangisa ukuze aqhube uhlolo oluhlukahlukene kuplathifomu ye-Marpipe - ehlanganisa zonke izinhlobo zezikhangiso ezimelene ngenkathi ilawula konke okuguquguqukayo kokudala okungaba khona.

Yakha ngokuzenzakalelayo zonke izinhlanganisela zezikhangiso ezingaba khona nge-Marpipe.
Yakha ngokuzenzakalelayo zonke izinhlanganisela zezikhangiso ezingaba khona

Isethaphu Yokuhlola Okuzenzakalelayo, Elawulwayo

Uma zonke izikhangisi zikhiqizwa ngokuzenzakalelayo, I-Marpipe bese i-automate ukuhlola i-multivariate. Ukuhlolwa kwe-multivariate kukala ukusebenza kwayo yonke inhlanganisela engaba khona yezinto eziguquguqukayo. Esimeni se-Marpipe, okuhlukile kuyizici zokudala ngaphakathi kwesikhangiso ngasinye - ikhophi, izithombe, ukubizelwa esenzweni, nokuningi. Sonke isikhangiso sifakwa kusethi yaso yesikhangiso futhi isabelomali sokuhlola sisakazwa ngokulinganayo phakathi kwazo ukuze kulawulwe okunye okuhlukile okungahle kuhlanekezele imiphumela. Ukuhlolwa kungasebenza izinsuku eziyisikhombisa noma eziyi-14, kuye ngesabelomali nemigomo yekhasimende. Futhi ukuhluka kwezikhangiso kwenzeka phambi kwezethameli ezikhona zekhasimende noma izethameli, okuholela emininingwaneni enengqondo kakhudlwana.

Isakhiwo sokuhlola se-Multivariate sishayela ukusebenza kahle futhi silawula zonke izinto eziguquguqukayo.
Isakhiwo sokuhlola se-Multivariate sishayela ukusebenza kahle futhi silawula zonke izinto eziguquguqukayo

Ubuhlakani Bokudala

Njengoba izivivinyo ziqhubeka, I-Marpipe iletha idatha yokusebenza yesikhangiso ngasinye kanye nento ngayinye yokudala. Amathrekhi eplathifomu ayafinyelela, ukuchofoza, ukuguqulwa, i-CPA, i-CTR, nokuningi. Ngokuhamba kwesikhathi, i-Marpipe ihlanganisa le miphumela ukuze ikhombe amathrendi. Kusuka lapha, abakhangisi nabakhangisi banganquma ukuthi yiziphi izikhangiso okufanele bazikale nokuthi yini okufanele bayihlole ngokulandelayo ngokusekelwe emiphumeleni yokuhlolwa. Ekugcineni, inkundla izoba nekhono lokuphakamisa ukuthi yiziphi izinhlobo zezinto zokudala okufanele zihlolwe umkhiqizo ngokusekelwe kubuhlakani bokudala bomlando.

Thola izikhangiso ezihamba phambili nezinto zobuciko.
Thola izikhangiso ezihamba phambili nezinto zobuciko

Bhuka uhambo olu-1:1 lwe-Marpipe

I-Multivariate Ad Creative Testing Imikhuba Engcono Kakhulu

Ukuhlola okuhlukahlukene esikalini kuyinqubo entsha uma kuqhathaniswa, ebingenzeki ngaphambili ngaphandle kokuzenzakalela. Kanjalo, ukugeleza komsebenzi nemiqondo edingekayo ukuze kuhlolwe ubuciko besikhangiso ngale ndlela ayikasetshenziswa kabanzi. I-Marpipe ithola ukuthi amakhasimende ayo aphumelele kakhulu alandela izindlela ezimbili ezihamba phambili ikakhulukazi eziwasiza ukuthi abone inani lenkundla kusenesikhathi:

  • Ukwamukela indlela yokudala eyimojuli ekwakhiweni kwesikhangiso. Ubuciko be-modular buqala ngesifanekiso, ngaphakathi kwaso okunezimeli zento ngayinye yokudala ukuze kuphile ngaphakathi kuyo ngokushintshana. Isibonelo, isikhala sesihloko, isikhala sesithombe, isikhala senkinobho, njll. Ukucabanga nokuklama ngale ndlela kungaba inselele, njengoba isici ngasinye sokudala kufanele sibe nengqondo futhi sijabulise ngobuhle uma sibhangqwa nazo zonke ezinye. isici sokudala. Lesi sakhiwo esivumelana nezimo sivumela ukuhluka ngakunye kwento ngayinye yokudala ukuthi kushintshwe ngokohlelo.
  • Ukuvala igebe phakathi kwamaqembu okumaketha okudala nokusebenza. Amaqembu ahlakaniphile namaqembu okuthengisa asebenza endaweni evalekile avame ukuvuna imivuzo I-Marpipe Ngokushesha. Lawa maqembu ahlela izivivinyo zawo ndawonye, ​​wonke athola ikhasi elifanayo mayelana nokuthi afuna ukufunda ini nokuthi yiziphi izici zokudala ezizowayisa lapho. Abagcini nje ngokuvula izikhangiso ezisebenza phezulu nezinto zokudala kaningi, kodwa baphinde basebenzise imiphumela yokuhlolwa emzuliswaneni olandelayo wokudala izikhangiso ukuze bathole imininingwane ejulile ngakho konke ukuhlola.

Amakhasimende e-Creative intelligence Marpipe awatholi nje kuphela ukuwasiza ukuthi aqonde ukuthi yiluphi uhlobo lwesikhangiso okufanele aluqalise manje kodwa nokuthi yiluphi uhlobo lwesikhangiso okufanele aluhlole ngokulandelayo.
Amakhasimende e-Creative intelligence Marpipe awatholi nje kuphela ukuwasiza ukuthi aqonde ukuthi yiluphi uhlobo lwesikhangiso okufanele aluqalise manje kodwa nokuthi yiluphi uhlobo lwesikhangiso okufanele aluhlole ngokulandelayo.

Indlela Impahla Yabesilisa I-Brand Taylor Stitch Yaphumelela Ngayo Izinjongo Zayo Zokukhula Ngo-50% Nge-Marpipe

Ngesikhathi esibalulekile endleleni eya phezulu yenkampani, ithimba lezentengiso ku Taylor Stitch bazithole benezinkinga zomkhawulokudonsa kukho konke ukuphathwa kobuciko kanye ne-akhawunti. Ukugeleza komsebenzi wabo wokudala wokuhlola bekukude futhi kuyisicefe, ngisho nabasebenzi abaklami abanekhono eliphakeme kanye nozakwethu othembekile we-ejensi yezikhangiso. Inqubo yokwakha izikhangiso ezizohlolwa, zilethwe esikhungweni ukuze zilayishwe, ukukhetha izethameli, kanye nokwethulwa kalula bekuthatha amaviki amabili ubude. Ngezinhloso eziqinile ezibekelwe ukutholwa kwamakhasimende amasha - 20% YOY - ithimba le-Taylor Stitch lalidinga ukuthola indlela yokukala imizamo yalo yokuhlola izikhangiso ngaphandle kokukhulisa kakhulu abasebenzi noma izindleko.

Ngokusebenzisa I-Marpipe ukwenza ngokuzenzakalelayo ukwakhiwa nokuhlolwa kwesikhangiso, i-Taylor Stitch ikwazile ukwandisa inombolo yayo yezidalwa eziyingqayizivele zesikhangiso ukuze zihlolwe ngo-10x. Ithimba manje lingakwazi ukwethula izivivinyo ezimbili zobuciko ngeviki - ngakunye kunokuhlukahluka kwezikhangiso okuhlukile okungaphezu kuka-80, konke ngenjongo eyodwa yokufuna amakhasimende amasha. Lesi sikali esisha sibavumela ukuthi bahlole imigqa yomkhiqizo kanye nokwehluka kokudala abebengeke bakwazi ukukwenza ngaphambilini. Bathole imininingwane emangalisayo, njengeqiniso lokuthi amakhasimende amasha maningi amathuba okuthi aguqule ngemiyalezo emayelana nokusimama kanye nekhwalithi yendwangu kunezaphulelo. Futhi bona benze kangcono ekuhlosweni kwabo kokukhula kwe-YOY ngo-50%.

Funda Indaba Egcwele Ye-Marpipe