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Data Driven Marketing at Ecosia
技术
- 分析与建模 - 实时分析
适用行业
- Software
适用功能
- 销售与市场营销
用例
- 搜救
服务
- 数据科学服务
挑战
Ecosia 是一家搜索引擎，它将 80% 的收入捐赠给巴西的一项植树计划，该公司正在寻求在全球范围内扩大规模。该公司通过提供同等水准的搜索质量和独特的价值主张与市场上的主要参与者竞争。然而，鉴于各种数据源的数量和高搜索量，保持专注并消除大量噪音可能具有挑战性。此外，由于 Ecosia 非常重视用户的隐私，不存储任何数据或采用个性化算法，因此衡量使用情况和参与度是一项艰巨的任务。
关于客户
Ecosia 是一家运营搜索引擎的社会企业，其大部分收入都捐赠给了巴西大西洋森林的植树计划。该公司的使命是让每欧元（或美元）对地球环境产生最大的积极影响。从技术上讲，Ecosia 为最终用户提供的是一个主要由雅虎提供支持的搜索引擎，并通过其自己的功能（例如搜索标签或可持续性排名）进行了增强。Ecosia 于 2009 年底在柏林成立，并于 2013 年 8 月进行了彻底改版，此后一直在快速发展。该公司致力于改善全球 250 多万 Ecosians 的用户体验。
解决方案
Ecosia 使用数据驱动营销来优化其增长。该公司密切监控其用户的生命周期，从获取用户到激活、保留、推荐，最后是最终的收入。这种逻辑适用于 Ecosia 的所有营销渠道，例如移动应用、浏览器扩展、自然搜索、推荐或社交。所有这些都指向并在一个重要的指标（用户执行的搜索次数）的背景下进行分析。Ecosia 还使用 Geckoboard，这是一个集成到公司决策过程中的实时仪表板。仪表板有助于培养循证实践文化，并让团队成员了解他们对增长率或用户痛苦减少的影响。
运营影响
数量效益
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