Retina AI: Kushandisa Predictive AI Kukwidziridza Mishandirapamwe Yekushambadzira uye Kugadzira Mutengi Hupenyu Hwose Kukosha (CLV)

Retina AI Persona Predictive Mutengi Hupenyu Hwose Kukosha CLV

Mamiriro ezvinhu ari kuchinja nokukurumidza kune vatengesi. Nezvitsva zvakavanzika-zvakatarisana ne iOS zvigadziriso kubva kuApple neChrome kubvisa wechitatu-bato makuki muna 2023 - pakati pedzimwe shanduko - vatengesi vari kufanira kugadzirisa mutambo wavo kuti uenderane nemirairo mitsva. Imwe yekuchinja kukuru ndiko kuwedzera kukosha kunowanikwa mune yekutanga-bato data. Zvigadzirwa zvino zvinofanirwa kuvimba nekusarudza-kupinda uye yekutanga-bato data kubatsira kutyaira mishandirapamwe.

Chii chinonzi Customer Lifetime Value (CLV)?

Mutengi Hupenyu Hwose Kukosha (CLV) metric inofungidzira kukosha kwakadii (kazhinji mari kana purofiti) chero mutengi achaunza kubhizinesi mukati menguva yese yavanodyidzana nemhando yako - yapfuura, yazvino, uye yeramangwana.

Aya machinjo anoita kuti zvive zvakakosha kuti mabhizinesi anzwisise uye kufanotaura kukosha kwehupenyu hwemutengi, izvo zvinovabatsira kuona zvikamu zvakakosha zvevatengi zvemhando yavo pamberi pekutenga uye kukwidziridza nzira dzavo dzekushambadzira kukwikwidza uye kubudirira.

Haasi ese emhando dzeCLV anosikwa akaenzana, zvisinei - mazhinji anoiburitsa paaggregate pane pane yega yega, saka, saka, havakwanise kufanotaura nemazvo CLV yeramangwana. Neiyo CLV-yega yega yega inogadzirwa neRetina, vatengi vanokwanisa kuseka kuti chii chinoita kuti vatengi vavo vepamusoro vasiyane nevamwe vese uye nekubatanidza ruzivo irworwo kuwedzera pundutso yemushandirapamwe wavo unotevera wekutora vatengi. Pamusoro pezvo, Retina inokwanisa kupa fungidziro yeCLV inoshanduka zvichienderana nekudyidzana kwekare nemutengi nemhando, ichibvumira vatengi kuziva kuti ndevapi vatengi vavanofanirwa kunanga nezvakakosha zvinopihwa, zvideredzwa, uye kukwidziridzwa.  

Chii chinonzi Retina AI?

Retina AI inoshandisa hungwaru hwekunyepedzera kufanotaura kukosha kwehupenyu hwemutengi pamberi pekutanga kutengeserana.

Retina AI ndicho chega chigadzirwa chinofanotaura iyo yakareba CLV yevatengi vatsva inoita kuti vatengesi vekukura vaite mushandirapamwe kana chiteshi chekugadzirisa bhajeti sarudzo munguva-chaiyo-nguva. Muenzaniso wepuratifomu yeRetina iri kushandiswa ibasa redu naMadison Reed uyo aitsvaga mhinduro yenguva chaiyo yekuyera nekugadzirisa mishandirapamwe paFacebook. Chikwata ipapo chakasarudza kuita bvunzo yeA/B yakanangana ne CLV:CAC (customer acquisition cost) ratio. 

Madison Reed Nyaya Yekudzidza

Nemushandirapamwe wekuyedza paFacebook, Madison Reed yakanangana nekuzadzisa zvinangwa zvinotevera: Kuyera mushandirapamwe ROAS uye CLV munguva chaiyo-chaiyo, goverazve mabhajeti kune mamwe macampaign ane pundutso uye nzwisisa kuti ndeipi dhizaini yakakonzera iyo yepamusoro CLV: CAC ratios.

Madison Reed akamisa bvunzo yeA / B achishandisa vateereri vakafanana pazvikamu zviviri: vakadzi vane makore makumi maviri nemashanu ezera kana kupfuura muUnited States vasina kumbove mutengi weMadison Reed.

  • Campaign A yaive bhizinesi semazuva ese mushandirapamwe.
  • Campaign B yakagadziridzwa sechikamu chebvunzo.

Kushandisa kukosha kwehupenyu hwemutengi, chikamu chekuedza chakagadziridzwa zvakanaka pakutenga uye zvakashata kune vasina kubhadhara. Zvose zvikamu zvakashandisa zvakafanana kugadzira ad.

Madison Reed akamhanya bvunzo paFacebook aine 50/50 kupatsanurwa kwemavhiki mana pasina chero yepakati-yemushandirapamwe shanduko. Iyo CLV:CAC ratio yakawedzera ne5% pakarepo, semhedzisiro yakananga yekugonesa mushandirapamwe uchishandisa kukosha kwehupenyu hwevatengi mukati me Facebook ads maneja. Pamwe chete nechiyero chirinani cheCLV:CAC, mushandirapamwe wekuyedza wakawana zvakawanda, kutenga kwakawanda kwewebhusaiti, uye kunyoreswa kwakawanda, zvichizotungamira mukuwedzera mari. Madison Reed yakachengetwa pamutengo wekufungidzira uye mutengo pakutenga uku uchiwana zvakare akakosha enguva refu vatengi.

Aya marudzi emhedzisiro anowanikwa kana uchishandisa Retina. Paavhareji, Retina inowedzera kubudirira kwekushambadzira ne30%, inowedzera kuwedzera CLV ne44% nevateereri vakafanana, uye inowana 8x Return paAd Spend (ROAS) pamushandirapamwe wekutora kana uchienzaniswa nemaitiro ekushambadzira. Kusarudzika kwakavakirwa pane zvakafanotaurwa kukosha kwevatengi pachiyero mune chaiyo-nguva inozopedzisira yachinja mutambo mukushambadzira tekinoroji. Kutarisa kwaro pane maitiro evatengi kwete kuwanda kwevanhu kunoita kuti ive yakasarudzika uye intuitive kushandiswa kwedata kushandura mishandirapamwe yekushambadzira kuita mahwina anoshanda, anowirirana.

Retina AI inopa zvinotevera kugona

  • CLV Inotungamira Zvibodzwa -Retina inopa mabhizinesi nzira dzekupa vatengi vese kuti vaone mhando inotungamira. Mabhizinesi mazhinji haana chokwadi chekuti ndevapi vatengi vanozopa kukosha kwepamusoro kwehupenyu hwavo hwose. Nekushandisa Retina kuyera yekutanga avhareji yekudzoka pakushambadzira mari (ROAS) pamishandirapamwe yese uye nekuenderera mberi nekugova mitungamiriri nekuvandudza maCPA zvinoenderana, fungidziro yaRetina inoburitsa ROAS yepamusoro pamushandirapamwe wakagadziridzwa uchishandisa eCLV. Uku kushandisa kwehungwaru kwehungwaru hwekugadzira kunopa mabhizinesi nzira dzekuona uye kuwana vatengi izvo zvinoratidza kukosha kwasara. Kupfuura mutengi zvibodzwa, Retina inogona kubatanidza uye kupatsanura dhata kuburikidza nevatengi data chikuva chekutaura pane ese masisitimu.
  • Campaign Budget Optimization - Strategic vatengesi vanogara vachitsvaga nzira dzekuwedzera mari yavo yekushambadza. Nyaya iripo ndeyekuti vatengesi vazhinji vanofanirwa kumirira kusvika kumazuva makumi mapfumbamwe vasati vayera mashandiro emushandirapamwe apfuura uye kugadzirisa bhajeti remangwana zvinoenderana. Retina Early CLV inopa vatengesi simba rekuita sarudzo dzakangwara pamusoro pekutarisisa kushambadza kwavo kushandisa munguva chaiyo, nekuchengetera maCPA avo epamusoro evatengi vane kukosha kwepamusoro uye tarisiro. Izvi zvinokurumidza kukwidziridza tarisiro yeCPAs yemhando yepamusoro mishandirapamwe kuti ibudise yakakwirira ROAS uye yakakwirira kutendeuka mitengo. 
  • Tarisa Vateereri – Retina takaona kuti makambani mazhinji ane ROAS yakaderera—kazhinji anenge 1 kana kutopfuura 1. Izvi zvinowanzoitika kana mari inoshandiswa nekambani isingaenderane netarisiro yavo kana kukosha kwevatengi varipo. Imwe nzira yekuwedzera zvinoshamisa ROAS ndeyekugadzira kukosha-kwakavakirwa vakafanana vateereri uye kuseta inoenderana bhidhi caps. Nenzira iyi, mabhizinesi anogona kukwirisa ad kushandiswa zvichibva pane kukosha kwavachaunzwa nevatengi vavo mukufamba kwenguva. Mabhizinesi anogona kupeta katatu kudzoka kwavo pakushambadza kushandisa neRetina yehupenyu hwese mutengi kukosha-kwakavakirwa vateereri vakafanana.
  • Value-Based Bidding -Kukosha-kwakavakirwa kubhidha kwakamisikidzwa pane zano rekuti kunyange yakaderera-yakakosha vatengi vakakodzera kuwana一as chero usingapedze yakawandisa kuvatenga. Nefungidziro iyoyo, Retina inobatsira vatengi kushandisa kukosha-kwakavakirwa kubhidha (VBB) mumishandirapamwe yavo yeGoogle neFacebook. Kuseta bhidhi caps kunogona kubatsira kuve nechokwadi chepamusoro LTV: CAC ratios uye inopa vatengi kushanduka-shanduka kugadzirisa mishandirapamwe yemushandirapamwe kuti ikwane zvinangwa zvebhizinesi. Nemabhidhiti anochinja kubva kuRetina, vatengi vakanatsiridza zvakanyanya LTV yavo: CAC reshiyo nekuchengeta mitengo yekutenga iri pasi pe60% yezvivharo zvavo zvebhidhi.
  • Zvemari & Hutano hweVatengi - Taura nezvehutano uye kukosha kwevatengi vako. Hunhu hweVatengi Chirevo (QoC) inopa ongororo yakadzama yekambani yevatengi. Iyo QoC inotarisa kumberi-kumberi kwevatengi metrics uye maakaundi emutengi kuenzana akavakwa nekudzokorora hunhu hwekutenga.

Ronga Kufona Kuti Udzidze Zvakawanda