%7B%22className%22:%22%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:560,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:0,%22right%22:0,%22bottom%22:40,%22left%22:0%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
%7B%22className%22:%22banner__wrapper%22,%22desktop%22:%7B%22paddingLeft%22:%2216px%22,%22paddingRight%22:%220px%22,%22paddingTop%22:%220px%22,%22paddingBottom%22:%220px%22,%22margin%22:%220%20auto%22,%22maxWidth%22:%221440px%22%7D,%22tablet%22:%7B%7D,%22mobile%22:%7B%7D%7D %7B%22className%22:%22banner__content-wrapper%22,%22desktop%22:%7B%22marginRight%22:%220px%22,%22marginBottom%22:%22100px%22,%22justifyContent%22:%22flex-end%22%7D,%22tablet%22:%7B%22marginTop%22:%22250px%22,%22marginBottom%22:%2250px%22,%22justifyContent%22:%22flex-end%22%7D,%22mobile%22:%7B%22marginTop%22:%22122px%22,%22marginBottom%22:%2260px%22,%22justifyContent%22:%22flex-end%22%7D%7D Бренд зернового, молотого, капсульного и растворимого кофе
%7B%22className%22:%22%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:560,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:39,%22right%22:0,%22bottom%22:32,%22left%22:0%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
Повысили продажи новой продуктовой линейки кофе на маркетплейсах Ozon и Wildberries
%7B%22desktop%22:%7B%22height%22:77%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%2224px%22%7D%7D Задачи
%7B%22desktop%22:%7B%22height%22:22%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%2214px%22%7D%7D %7B%22className%22:%22container%20br-16%20mobile-m-horizontal-16%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:16,%22right%22:0,%22bottom%22:16,%22left%22:0%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
%7B%22className%22:%22container%22,%22container%22:%7B%22is%22:true,%22style%22:%7B%22padding%22:%228px%202px%200px%200px%22%7D%7D,%22items%22:%5B%7B%22id%22:1,%22title%22:%22%D0%9F%D1%80%D0%B8%D0%B2%D0%B5%D1%81%D1%82%D0%B8%20%D0%B1%D1%80%D0%B5%D0%BD%D0%B4%D1%83%20%D0%BD%D0%BE%D0%B2%D1%8B%D1%85%20%D0%BF%D0%BE%D0%BA%D1%83%D0%BF%D0%B0%D1%82%D0%B5%D0%BB%D0%B5%D0%B9%22%7D,%7B%22id%22:2,%22title%22:%22%3Cmark%20style=%5C%22background-color:rgba(0,%200,%200,%200)%5C%22%20class=%5C%22has-inline-color%20has-black-color%5C%22%3E%D0%90%D0%BA%D1%86%D0%B5%D0%BD%D1%82%D0%B8%D1%80%D0%BE%D0%B2%D0%B0%D1%82%D1%8C%20%D0%B2%D0%BD%D0%B8%D0%BC%D0%B0%D0%BD%D0%B8%D0%B5%20%D0%BF%D0%BE%D0%BA%D1%83%D0%BF%D0%B0%D1%82%D0%B5%D0%BB%D0%B5%D0%B9%20%D0%BD%D0%B0%20%D0%B7%D0%B5%D1%80%D0%BD%D0%BE%D0%B2%D0%BE%D0%BC%20%D0%B8%C2%A0%D0%BA%D0%B0%D0%BF%D1%81%D1%83%D0%BB%D1%8C%D0%BD%D0%BE%D0%BC%C2%A0%D0%BA%D0%BE%D1%84%D0%B5%3C/mark%3E%22%7D,%7B%22id%22:3,%22title%22:%22%3Cmark%20style=%5C%22background-color:rgba(0,%200,%200,%200)%5C%22%20class=%5C%22has-inline-color%20has-black-color%5C%22%3E%D0%9F%D0%BE%D0%B2%D1%8B%D1%81%D0%B8%D1%82%D1%8C%20%D0%BF%D1%80%D0%BE%D0%B4%D0%B0%D0%B6%D0%B8%20%D0%BD%D0%B0%20%D0%BC%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%BF%D0%BB%D0%B5%D0%B9%D1%81%D0%B0%D1%85%20Ozon%20%D0%B8%20Wildberries%20%D0%B8%C2%A0%D0%B4%D0%BE%D1%81%D1%82%D0%B8%D0%B3%D0%BD%D1%83%D1%82%D1%8C%20ROI%3E3%3C/mark%3E%22%7D%5D,%22direction%22:%22vertical%22,%22markerSize%22:45,%22markerColor%22:%22#000000%22,%22paddingBetweenMarkers%22:24,%22image%22:null,%22variation%22:%22standard-list%22,%22itemSettings%22:%7B%22bgColor%22:null,%22fontSize%22:16%7D,%22listStyle%22:%22list-decimal%22,%22fontSlug%22:%22dvg__font-size-large%22%7D
%7B%22desktop%22:%7B%22height%22:91%7D,%22tablet%22:%7B%22height%22:%2224px%22%7D,%22mobile%22:%7B%22height%22:%2224px%22%7D%7D %7B%22className%22:%22jacobs__solution%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:768,%22backgroundImage%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/11/block-2.png%22,%22backgroundMedia%22:1511,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:0,%22right%22:0,%22bottom%22:0,%22left%22:0%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:910%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:1090%7D%7D
%7B%22desktop%22:%7B%22height%22:80%7D,%22tablet%22:%7B%22height%22:%2224px%22%7D,%22mobile%22:%7B%22height%22:%2224px%22%7D%7D Решение %7B%22desktop%22:%7B%22height%22:22%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%22undefinedpx%22%7D%7D Мы запустили рекламную кампанию в MyTarget и РСЯ для брендов L’OR, Jacobs и Carte Noire – зерновой, растворимый и капсульный кофе
%7B%22desktop%22:%7B%22height%22:90%7D,%22tablet%22:%7B%22height%22:%2230px%22%7D,%22mobile%22:%7B%22height%22:%221px%22%7D%7D Подборка аудиторий %7B%22desktop%22:%7B%22height%22:61%7D,%22tablet%22:%7B%22height%22:%2232px%22%7D,%22mobile%22:%7B%22height%22:%2216px%22%7D%7D В РСЯ мы использовали для таргетирования аудитории: %7B%22desktop%22:%7B%22height%22:5%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%2214px%22%7D%7D %7B%22className%22:%22container%20br-16%20mobile-m-horizontal-16%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:16,%22right%22:0,%22bottom%22:16,%22left%22:0%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
%7B%22className%22:%22container%22,%22container%22:%7B%22is%22:true,%22style%22:%7B%22padding%22:%228px%202px%200px%200px%22%7D%7D,%22items%22:%5B%7B%22id%22:1,%22title%22:%22%3Cmark%20style=%5C%22background-color:rgba(0,%200,%200,%200)%5C%22%20class=%5C%22has-inline-color%20has-black-color%5C%22%3E%D0%90%D1%83%D0%B4%D0%B8%D1%82%D0%BE%D1%80%D0%B8%D0%B8%20%D0%BD%D0%B0%20%D0%BE%D1%81%D0%BD%D0%BE%D0%B2%D0%B5%20%D0%BA%D0%BB%D1%8E%D1%87%D0%B5%D0%B2%D1%8B%D1%85%20%D0%B7%D0%B0%D0%BF%D1%80%D0%BE%D1%81%D0%BE%D0%B2%20%D1%81%20%D0%BD%D0%B0%D0%B7%D0%B2%D0%B0%D0%BD%D0%B8%D0%B5%D0%BC%20%D0%B1%D1%80%D0%B5%D0%BD%D0%B4%D0%BE%D0%B2%20%D0%B8%20%D0%BA%D0%B0%D1%82%D0%B5%D0%B3%D0%BE%D1%80%D0%B8%D0%B8%20%D1%82%D0%BE%D0%B2%D0%B0%D1%80%D0%BE%D0%B2%3C/mark%3E%22%7D,%7B%22id%22:2,%22title%22:%22%3Cmark%20style=%5C%22background-color:rgba(0,%200,%200,%200)%5C%22%20class=%5C%22has-inline-color%20has-black-color%5C%22%3E%D0%94%D0%B0%D0%BD%D0%BD%D1%8B%D0%B5%20%D0%BE%20%D1%87%D0%B5%D0%BA%D0%B0%D1%85%20%D0%BD%D0%B0%20%D0%BC%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%BF%D0%BB%D0%B5%D0%B9%D1%81%D0%B0%D1%85%3C/mark%3E%22%7D,%7B%22id%22:3,%22title%22:%22%3Cmark%20style=%5C%22background-color:rgba(0,%200,%200,%200)%5C%22%20class=%5C%22has-inline-color%20has-black-color%5C%22%3E%D0%90%D1%83%D0%B4%D0%B8%D1%82%D0%BE%D1%80%D0%B8%D0%B8%20%D0%BD%D0%B0%20%D0%BE%D1%81%D0%BD%D0%BE%D0%B2%D0%B5%20%D0%BF%D0%BE%D0%B2%D0%B5%D0%B4%D0%B5%D0%BD%D0%B8%D1%8F%20%D0%B8%20%D0%B4%D0%BE%D0%BB%D0%B3%D0%BE%D1%81%D1%80%D0%BE%D1%87%D0%BD%D1%8B%D1%85%20%D0%B8%D0%BD%D1%82%D0%B5%D1%80%D0%B5%D1%81%D0%BE%D0%B2.%3C/mark%3E%22%7D%5D,%22direction%22:%22vertical%22,%22markerSize%22:45,%22markerColor%22:%22#000000%22,%22paddingBetweenMarkers%22:24,%22image%22:null,%22variation%22:%22standard-list%22,%22itemSettings%22:%7B%22bgColor%22:null,%22fontSize%22:16%7D,%22listStyle%22:%22list-decimal%22,%22fontSlug%22:%22dvg__font-size-large%22%7D
%7B%22desktop%22:%7B%22height%22:78%7D,%22tablet%22:%7B%22height%22:%2240px%22%7D,%22mobile%22:%7B%22height%22:%2220px%22%7D%7D В myТarget: %7B%22desktop%22:%7B%22height%22:5%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%2214px%22%7D%7D %7B%22className%22:%22container%20br-16%20mobile-m-horizontal-16%22,%22mobile%22:%7B%22active%22:true,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:16,%22right%22:0,%22bottom%22:16,%22left%22:0%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
%7B%22container%22:%7B%22is%22:true,%22style%22:%7B%22padding%22:%225px%200px%200px%200px%22%7D%7D,%22items%22:%5B%7B%22id%22:1,%22title%22:%22%3Cmark%20style=%5C%22background-color:rgba(0,%200,%200,%200)%5C%22%20class=%5C%22has-inline-color%20has-black-color%5C%22%3E%D0%90%D1%83%D0%B4%D0%B8%D1%82%D0%BE%D1%80%D0%B8%D0%B8%20%D0%BD%D0%B0%20%D0%BE%D1%81%D0%BD%D0%BE%D0%B2%D0%B5%20%D0%BA%D0%BE%D0%BD%D1%82%D0%B5%D0%BA%D1%81%D1%82%D0%BD%D0%BE%D0%B3%D0%BE%20%D1%82%D0%B0%D1%80%D0%B3%D0%B5%D1%82%D0%B8%D0%BD%D0%B3%D0%B0%3C/mark%3E%22%7D,%7B%22id%22:2,%22title%22:%22%3Cmark%20style=%5C%22background-color:rgba(0,%200,%200,%200)%5C%22%20class=%5C%22has-inline-color%20has-black-color%5C%22%3E%D0%90%D1%83%D0%B4%D0%B8%D1%82%D0%BE%D1%80%D0%B8%D0%B8%20%D0%BD%D0%B0%20%D0%BE%D1%81%D0%BD%D0%BE%D0%B2%D0%B5%20%D1%87%D0%B5%D0%BA%D0%BE%D0%B2%20%D0%BC%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%BF%D0%BB%D0%B5%D0%B9%D1%81%D0%BE%D0%B2%3C/mark%3E%22%7D,%7B%22id%22:3,%22title%22:%22%3Cmark%20style=%5C%22background-color:rgba(0,%200,%200,%200)%5C%22%20class=%5C%22has-inline-color%20has-black-color%5C%22%3E%D0%90%D1%83%D0%B4%D0%B8%D1%82%D0%BE%D1%80%D0%B8%D0%B8%20%D0%BD%D0%B0%20%D0%BE%D1%81%D0%BD%D0%BE%D0%B2%D0%B5%20%D0%BF%D0%BE%D0%B2%D0%B5%D0%B4%D0%B5%D0%BD%D0%B8%D1%8F%3C/mark%3E%22%7D%5D,%22direction%22:%22vertical%22,%22markerSize%22:45,%22markerColor%22:%22#000000%22,%22paddingBetweenMarkers%22:24,%22image%22:null,%22variation%22:%22standard-list%22,%22itemSettings%22:%7B%22bgColor%22:null,%22fontSize%22:16%7D,%22listStyle%22:%22list-decimal%22,%22fontSlug%22:%22dvg__font-size-large%22%7D
%7B%22desktop%22:%7B%22height%22:5%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%2224px%22%7D%7D %7B%22variation%22:%22info%22,%22content%22:%22%D0%9C%D1%8B%20%D0%B2%D1%8B%D1%8F%D0%B2%D0%B8%D0%BB%D0%B8,%20%D1%87%D1%82%D0%BE%20%D0%BA%D0%BE%D0%BD%D1%82%D0%B5%D0%BA%D1%81%D1%82%D0%BD%D1%8B%D0%B9%20%D1%82%D0%B0%D1%80%D0%B3%D0%B5%D1%82%D0%B8%D0%BD%D0%B3%20%D0%B8%20%D1%87%D0%B5%D0%BA%D0%B8%20%D0%BC%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%BF%D0%BB%D0%B5%D0%B9%D1%81%D0%BE%D0%B2%20%D0%BE%D1%82%D1%80%D0%B0%D0%B1%D0%B0%D1%82%D1%8B%D0%B2%D0%B0%D0%BB%D0%B8%20%D0%BB%D1%83%D1%87%D1%88%D0%B5%20%D0%B2%D1%81%D0%B5%D0%B3%D0%BE%20%D0%B8%20%D0%BF%D0%BE%20%D0%BF%D0%BE%D0%BA%D0%B0%D0%B7%D0%B0%D1%82%D0%B5%D0%BB%D1%8F%D0%BC,%20%D0%B8%20%D0%BF%D0%BE%20%D0%BE%D0%B1%D1%8A%D0%B5%D0%BC%D1%83%20%D1%82%D1%80%D0%B0%D1%84%D0%B8%D0%BA%D0%B0.%22,%22icon%22:%7B%22url%22:%22https://webadmin.dvgroup.com/wp-content/uploads/2022/10/warning-sign.png%22,%22mediaId%22:1466%7D,%22colorStar%22:%22#d89696%22,%22iconActive%22:true,%22backgroundColor%22:%22#ffffff%22%7D
%7B%22desktop%22:%7B%22height%22:100%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%2248px%22%7D%7D %7B%22className%22:%22mobile-p-horizontal-16%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:0,%22right%22:0,%22bottom%22:0,%22left%22:0%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
%7B%22desktop%22:%7B%22height%22:60%7D,%22tablet%22:%7B%22height%22:%2222px%22%7D,%22mobile%22:%7B%22height%22:%2222px%22%7D%7D Креативы %7B%22desktop%22:%7B%22height%22:22%7D,%22tablet%22:%7B%22height%22:%2212px%22%7D,%22mobile%22:%7B%22height%22:%2212px%22%7D%7D Мы использовали одиночные статические баннеры и карусели. Дизайн баннеров соответствовал брендбуку компании JACOBS DOUWE EGBERTS. Мы выявили, что баннеры отрабатывали по-разному на каждой площадке.
%7B%22desktop%22:%7B%22height%22:38%7D,%22tablet%22:%7B%22height%22:%221px%22%7D,%22mobile%22:%7B%22height%22:%2218px%22%7D%7D
%7B%22desktop%22:%7B%22height%22:15%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%22undefinedpx%22%7D%7D В myTarget объявления с подборкой товаров показывали меньшую эффективность.
CTR 0,38%
%7B%22desktop%22:%7B%22height%22:5%7D,%22tablet%22:%7B%22height%22:%2214px%22%7D,%22mobile%22:%7B%22height%22:%2228px%22%7D%7D
%7B%22desktop%22:%7B%22height%22:15%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%22undefinedpx%22%7D%7D В РСЯ лучше всех отработали креативы Jacobs с одним товаром на объявлении .
CTR 1,4%
%7B%22desktop%22:%7B%22height%22:5%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%228px%22%7D%7D
Креативы с капсульным кофе отработали хорошо на обеих площадках.
%7B%22desktop%22:%7B%22height%22:124%7D,%22tablet%22:%7B%22height%22:%2290px%22%7D,%22mobile%22:%7B%22height%22:%221px%22%7D%7D %7B%22desktop%22:%7B%22height%22:35%7D,%22tablet%22:%7B%22height%22:%2217px%22%7D,%22mobile%22:%7B%22height%22:%2217px%22%7D%7D Целевая аудитория %7B%22desktop%22:%7B%22height%22:62%7D,%22tablet%22:%7B%22height%22:%2228px%22%7D,%22mobile%22:%7B%22height%22:%2228px%22%7D%7D Формирование исходной базы сегментов %7B%22desktop%22:%7B%22height%22:23%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%22undefinedpx%22%7D%7D
%7B%22desktop%22:%7B%22height%22:5%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%2212px%22%7D%7D Аудиторная подборка покупателей в категории за последние 6 мес.
%7B%22desktop%22:%7B%22height%22:5%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%2212px%22%7D%7D LAL на аудиторную подборку покупателей в категории зерновой и капсульный кофе.
%7B%22desktop%22:%7B%22height%22:5%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%2212px%22%7D%7D LAL на аудиторию с наибольшей вероятностью к покупке кофе в течение 21 дня.
%7B%22desktop%22:%7B%22height%22:5%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%2220px%22%7D%7D Как использовали CDP
Предиктивные модели
%7B%22desktop%22:%7B%22height%22:5%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%2210px%22%7D%7D Для сегментирования мы использовали нашу CDP-платформу, с помощью которой мы смогли собрать и обработать данные чеков покупателей зернового, растворимого и капсульного кофе, а также найти активных пользователей кофемашин, анализируя историю покупок в категории мелкой бытовой техники.
%7B%22desktop%22:%7B%22height%22:5%7D,%22tablet%22:%7B%22height%22:%22undefinedpx%22%7D,%22mobile%22:%7B%22height%22:%2224px%22%7D%7D Для сегментирования мы использовали нашу CDP-платформу, с помощью которой мы смогли собрать и обработать данные чеков покупателей зернового, растворимого и капсульного кофе, а также найти активных пользователей кофемашин, анализируя историю покупок в категории мелкой бытовой техники.
%7B%22desktop%22:%7B%22height%22:60%7D,%22tablet%22:%7B%22height%22:%2232px%22%7D,%22mobile%22:%7B%22height%22:%2232px%22%7D%7D %7B%22variation%22:%22standardWithElements%22,%22variationSettings%22:%7B%22starColor%22:%22%22,%22isCoffeeImage%22:true%7D%7D
%7B%22desktop%22:%7B%22height%22:39%7D,%22tablet%22:%7B%22height%22:%2232px%22%7D,%22mobile%22:%7B%22height%22:%2232px%22%7D%7D ДИФФЕРЕНЦИРОВАНИЕ СТАВОК %7B%22desktop%22:%7B%22height%22:47%7D,%22tablet%22:%7B%22height%22:%2232px%22%7D,%22mobile%22:%7B%22height%22:%2232px%22%7D%7D 1. Назначение разной предельной ставки в рекламном кабинете в зависимости от ценности клиента.
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Для достижения максимального значения LTV от пользователей, пришедших с внешнего трафика мы используем стратегию разного ценообразования на трафик при его закупке, т.е. платим больше за клиента, который будет покупать много и часто.
%7B%22desktop%22:%7B%22height%22:88%7D,%22tablet%22:%7B%22height%22:%2232px%22%7D,%22mobile%22:%7B%22height%22:%2232px%22%7D%7D 2. Особенности экономики: CPO для нового клиента может быть в 3 раза выше постоянного из-за длинного LT.
%7B%22desktop%22:%7B%22height%22:17%7D,%22tablet%22:%7B%22height%22:%2224px%22%7D,%22mobile%22:%7B%22height%22:%2224px%22%7D%7D
Связано это с расчетом общей экономики бренда при работе на маркетплейсах, а также самим продуктом. Пользователь может покупать кофе на протяжении многих лет, намного сложней привлечь первый контакт и познакомить с продуктом, поэтому и стоимость первого контакта в разы выше постоянного пользователя.
%7B%22desktop%22:%7B%22height%22:118%7D,%22tablet%22:%7B%22height%22:%2224px%22%7D,%22mobile%22:%7B%22height%22:%2224px%22%7D%7D %7B%22className%22:%22%22,%22mobile%22:%7B%22active%22:false,%22breakpoint%22:911,%22backgroundImage%22:null,%22backgroundMedia%22:null,%22backgroundResizeType%22:%22cover%22,%22padding%22:%7B%22top%22:0,%22right%22:0,%22bottom%22:0,%22left%22:0%7D,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D,%22heightContainer%22:%7B%22isAspectRatio%22:false,%22aspectRatio%22:%221%20/%201%22,%22minHeight%22:0%7D%7D
%7B%22desktop%22:%7B%22height%22:88%7D,%22tablet%22:%7B%22height%22:%2224px%22%7D,%22mobile%22:%7B%22height%22:%2224px%22%7D%7D Результаты
%7B%22desktop%22:%7B%22height%22:33%7D,%22tablet%22:%7B%22height%22:%2224px%22%7D,%22mobile%22:%7B%22height%22:%2224px%22%7D%7D
В стратегии с использованием предиктивной модели.
При классическом таргетинге на покупателей категории.
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Как итог – выполнение плана. Рост продаж бренда на 25% от органической линии тренда
%7B%22desktop%22:%7B%22height%22:75%7D,%22tablet%22:%7B%22height%22:%2224px%22%7D,%22mobile%22:%7B%22height%22:%2224px%22%7D%7D
