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Chinese

Backgrounds

On the premise of the KPI requirements, how do you allocate the budget properly to various types or channels of media to meet client’s expectations?
Would it be possible to have results beyond clients’ expectations within a certain range of budget?

Off site: in three months, consumers missed AIG China nearly a thousand times when purchasing travel insurance on line.

In site: consumers led by Internet traffic from different media spend various durations of time for browsing every level of AIG China’s web pages, and of course the conversion rate is quite different by duration and by traffic.

Achievements

Sales contribution: Sales leads increased by 170%, revenue increased by 200%;

Cost-benefit: CPL reduced by 25%, ROI doubled;

Business value: Premium increased by 200%, ROI trippled.

Descriptions

Solutions

Off site: an attenuation model to restore users’ touch path of media off the official website.

In site: an attribution model in the official website to optimize conversion rate of each page.

Off site + in site: a media value evaluation system based on the off-site and in-site attribution models.

Effects

Sales contribution: Sales leads increased by 170%, revenue increased by 200%;

Cost-benefit: CPL reduced by 25%, ROI doubled;

Business value: Premium increased by 200%, ROI tripled.

Gridsum Solutions

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