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AccuWeather Unlocks Cross-Channel Impact Using Measurement Protocol in Google Analytics Premium
技术
- 分析与建模 - 数据即服务
- 分析与建模 - 实时分析
适用功能
- 商业运营
- 销售与市场营销
用例
- 实时定位系统 (RTLS)
服务
- 数据科学服务
挑战
AccuWeather 是全球最大的天气媒体公司，在跟踪其各种客户接触点的有效性方面面临挑战。该公司通过其网站、移动应用程序和自定义电子邮件服务提供实时天气信息。然而，它很难从每个接触点收集数据以进行全面分析。该公司希望评估其天气预报电子邮件警报中有多少被打开，并将功劳归于吸引用户访问应用商店页面的广告活动。此外，一些用户在不支持 JavaScript 的设备上与 AccuWeather 的内容进行交互，因此需要不同的解决方案。该团队希望在不影响公司快速简便的用户体验的情况下收集这些新数据。
关于客户
AccuWeather 是全球最大的天气媒体公司，全天 24 小时提供实时天气新闻和信息。该公司拥有强大的数字业务，为每天依赖其服务的超过 10 亿人提供服务。AccuWeather 在全球开展业务，总部位于宾夕法尼亚州州立大学。该公司通过其网站 AccuWeather.com、各种移动应用程序和自定义电子邮件服务提供服务。AccuWeather 的客户与这些不同的产品和多种活动媒体互动，因此对于公司来说，拥有一个强大的解决方案来收集来自每个接触点的数据并促进全面分析至关重要。
解决方案
为了全面了解其受众并收集准确的数据，AccuWeather 使用了 Google Analytics Premium 及其测量协议功能。此功能允许组织从任何连接互联网的设备将数据发送到 Google Analytics Premium。使用测量协议，AccuWeather 能够有效地收集有关其受众如何通过电子邮件、线下活动和其他设备参与的信息。收集这些数据后，它能够使用 Google Analytics Premium 报告界面分析完整的情况。Google Analytics Premium 和测量协议的集成解决方案使 AccuWeather 能够从一个来源同时跟踪公司的多种服务。该解决方案使 AccuWeather 能够衡量有多少用户打开了这些电子邮件，并将这些数据与其他参与度指标相关联。它还允许 AccuWeather 收集有关用户与第三方应用商店互动的信息并将其发送到 Google Analytics Premium。最后，AccuWeather 能够捕获来自不支持（或已禁用）JavaScript 的移动设备的流量，从而更全面地了解其移动受众。
运营影响
数量效益
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