フリルのCMを支える分析 （メディアバイイング編）

「テレビCMプロモーション　改善事例共有会」の発表資料です。
https://fablic.connpass.com/event/71186/

Transcript

1. ϑϦϧͷ$.Λࢧ͑Δ෼ੳ
   ʢϝσΟΞόΠΠϯάฤʣ
   

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2. ࣗݾ঺հ
   2
   

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3. 3
   ࣗݾ঺հ
   shoby @shobyshoby
   w 4IPUB*[BLB
   w 'BCMJD JOD
   w $.෼ੳJ04
   

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4. ֓ཁ
   4
   

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5. 5
   ֓ཁ
   w ελʔτΞοϓʹͱͬͯͷ$.
   w վળͷͨΊͷԾઆݕূ
   w ϝσΟΞόΠΠϯάͷվળ
   w ༵೔ɾ࣌ؒͷ࠷దԽ
   w ౎ಓ෎ݝͷ࠷దԽ
   

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6. ελʔτΞοϓʹͱͬͯͷ$.
   6
   

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7. 7
   ελʔτΞοϓʹͱͬͯͷ$.
   w αʔϏεΛٸ੒௕ͤ͞ΔͨΊͷେ͖ͳ౤ࢿ
   w $.ͷ੒ޭࣦഊͰαʔϏεͷߦํ͕ܾ·Δ
   w ݶΒΕͨඅ༻Ͱ࠷େݶϢʔβʔΛ֫ಘ͢Δ
   

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8. 8
   ελʔτΞοϓʹͱͬͯͷ$.
   w த௕ظతͳ੒௕ΛૂͬͨϓϩϞʔγϣϯ
   w தظɿϢʔβʔେྔ֫ಘʹΑΔαʔϏε׆ੑԽ
   w ௕ظɿαʔϏεೝ஌཰ͷ޲্
   w $1*͚ͩߟ͑ΔͱΦϯϥΠϯ޿ࠂͷํ͕͍҆
   

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9. վળͷͨΊͷԾઆݕূ
   9
   

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10. 10
    վળͷͨΊͷԾઆݕূ
    w ߏஙɺܭଌɺֶशͷαΠΫϧΛճ͢
    w ߏஙɿ޿ࠂ಺༰ɺ౤Լεϙοτ
    w ܭଌɿ%-਺ɺ$1*ɺαʔϏεೝ஌཰
    w ֶशɿ਺஋มԽͷཁҼߟ࡯
    

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11. 11
    վળͷͨΊͷԾઆݕূ
    

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12. ϝσΟΞόΠΠϯάͷվળ
    12
    

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13. 13
    ϝσΟΞόΠΠϯάͷվળ
    w අ༻ରޮՌͷߴ͍εϙοτͷ౤ԼྔΛ૿΍͢
    w ༵೔ɾ࣌ؒͷ࠷దԽ
    w ౎ಓ෎ݝͷ࠷దԽ
    

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14. 14
    ϝσΟΞόΠΠϯάͷվળ
    ༵೔ɾ࣌ؒ ౎ಓ෎ݝ
    

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15. ༵೔ɾ࣌ؒͷ࠷దԽ
    15
    

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16. 16
    ༵೔ɾ࣌ؒͷ࠷దԽ
    w શ೔Ͱങ͍ɺαʔϏεͷϐʔΫλΠϜʹدͤΔ
    w ίͷࣈ΍ٯ-Ͱ͸୯Ձ͕໿ʙഒʹͳΔͨΊɺ
    $1*͕ѱԽ͢Δ
    w ʮϚεϓϩϞʔγϣϯʯͱʮಛఆλʔήοτʯ
    ͸૬ੑ͕ѱ͍ҹ৅
    w λʔήςΟϯά͸ΦϯϥΠϯ޿ࠂͰ΍Δ
    

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17. 17
    ༵೔ɾ࣌ؒͷ࠷దԽ
    w طଘϢʔβʔͷϐʔΫλΠϜΛௐ΂Δ
    w ϐʔΫλΠϜɿλʔήοτ૚ͷ༨Ջ࣌ؒ
    w $.͕ࢹௌ͞Ε΍͍͢ˍ%-ʹ݁ͼ͖ͭ΍͍͢
    w ೥ྸɾੑผ৘ใ΋׆༻ͯ͠෼ੳ
    

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18. ౎ಓ෎ݝͷ࠷దԽ
    18
    

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19. 19
    ౎ಓ෎ݝͷ࠷దԽ
    w $1*ͱਓޱΛߟྀͯ͠౤ԼྔΛௐ੔͢Δ
    w αʔϏεͱͷ૬ੑ͕ྑ͚Ε͹$1*΋ྑ͍
    w ਓޱʹରͯ͠౤Լྔ͕ଟ͗͢Δͱ$1*͕ѱԽ͢Δ
    

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20. 20
    ౎ಓ෎ݝͷ࠷దԽ
    w ౎ಓ෎ݝผ$1*ͷܭଌํ๏
    w ౎ಓ෎ݝ͝ͱͷΠϯετʔϧ਺Λऔಘ
    w ϕʔεϥΠϯ͔Βͷ૿෼Λग़͢
    w $1*Λग़ͯ͠૬ରൺֱ
    

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21. 21
    ౎ಓ෎ݝͷ࠷దԽ
    w ౎ಓ෎ݝผͷΠϯετʔϧ਺Λऔಘ
    w 'JSFCBTFͱ#JH2VFSZΛ༻͍Δ
    w શϢʔβʔͷੜσʔλΛूܭՄೳ
    w ౎ಓ෎ݝ৘ใ͸ࣗಈܭଌͯ͘͠ΕΔ
    

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22. 22
    ౎ಓ෎ݝͷ࠷దԽ
    SELECT
    STRFTIME_UTC_USEC(DATE_ADD(event_dim.timestamp_micros, 9, 'HOUR'),
    '%Y-%m-%d') AS install_date,
    user_dim.geo_info.region AS region,
    EXACT_COUNT_DISTINCT(user_dim.device_info.resettable_device_id) as
    install_count
    FROM
    your_table_name
    WHERE
    user_dim.geo_info.country = 'Japan'
    AND event_dim.name = 'first_open'
    GROUP BY install_date, region
    ORDER BY install_date ASC, install_count DESC
    ౎ಓ෎ݝผͷ%BJMZΠϯετʔϧ਺Λऔಘ
    

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23. 23
    ౎ಓ෎ݝͷ࠷దԽ
    ౎ಓ෎ݝผͷ%BJMZΠϯετʔϧ਺Λऔಘ
    

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24. 24
    ౎ಓ෎ݝͷ࠷దԽ
    w ϕʔεϥΠϯ͔Βͷ૿෼Λऔಘ
    w $.Λߦͳ͍ͬͯͳ͍࣌ظͷฏۉ஋ͱൺֱ
    IUUQXXXJOUFSOFUSJYDPNBVCMPHNFBTVSJOHUIFJNQBDUPGUWBEWFSUJTFNFOUPOXFCUSBGGJDΑΓҾ༻
    

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25. 25
    ౎ಓ෎ݝͷ࠷దԽ
    w $1*Λग़ͯ͠૬ରൺֱ
    w ౎ಓ෎ݝผʹਪఆ$1*Λग़͢
    w ྨࣅͨ͠౎ಓ෎ݝͱ૬ରൺֱ
    w ౤Լྔ͕ద੾͔ͩͬͨ൑அ
    

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26. ·ͱΊ
    26
    

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27. 27
    ·ͱΊ
    w ελʔτΞοϓʹͱͬͯ͸$.͸େ͖ͳ౤ࢿ
    w த௕ظతͳࢹ఺ͰɺόΠΠϯάͷվળΛߦ͏
    w ༵೔ɾ࣌ؒͱ౎ಓ෎ݝͰ౤ԼྔΛௐ੔͢Δ
    w ༵೔ɾ࣌ؒɿαʔϏεͷϐʔΫλΠϜʹدͤΔ
    w ౎ಓ෎ݝɿ$1*ͱਓޱΛߟྀͯ͠౤ԼྔΛௐ੔
    

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