{"id":12409,"date":"2018-07-09T09:29:36","date_gmt":"2018-07-09T01:29:36","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=12409"},"modified":"2018-07-09T09:29:36","modified_gmt":"2018-07-09T01:29:36","slug":"%e7%a1%85%e8%b0%b7%e5%a2%9e%e9%95%bf%e9%bb%91%e5%ae%a2%e4%ba%ba%e6%89%8b%e4%b8%80%e4%bb%bd%e7%9a%84%e5%bd%92%e5%9b%a0%e6%a8%a1%e5%9e%8b-marketing-attribution-models","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/market\/12409.html","title":{"rendered":"\u7845\u8c37\u589e\u957f\u9ed1\u5ba2\u4eba\u624b\u4e00\u4efd\u7684\u5f52\u56e0\u6a21\u578b (Marketing Attribution Models)"},"content":{"rendered":"<p>\u968f\u7740\u4e92\u8054\u7f51\u7684\u53d1\u5c55\uff0c\u54c1\u724c\u8fd1\u5e74\u6765\u7684\u5e7f\u544a\u6295\u653e\u51e0\u4e4e\u4ece\u7ebf\u4e0b\uff0c\u5927\u8303\u56f4\u8f6c\u5230\u4e86\u7ebf\u4e0a\u3002\u4f46\u8fd9\u540c\u6837\u4e5f\u7ed9<a href=\"https:\/\/www.growthhk.cn\/market\">\u8425\u9500\u4eba<\/a>\u5e26\u6765\u4e86\u65b0\u7684\u6311\u6218\uff1a\u5982\u4f55\u8bc1\u660e<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e6%95%b0%e5%ad%97%e8%90%a5%e9%94%80\" title=\"\u6570\u5b57\u8425\u9500\" target=\"_blank\">\u6570\u5b57\u8425\u9500<\/a><\/span>\u6d3b\u52a8\u5bf9\u4e8e\u6700\u7ec8\u9500\u552e\u73af\u8282\u7684\u5f71\u54cd\u6709\u591a\u5c11\uff0c\u800c\u6bcf\u4e2a\u6e20\u9053\u7684\u6295\u8d44\u5bf9\u6700\u7ec8\u9500\u552e\u7684\u8425\u9500\u5982\u4f55\u5206\u914d\u3002<\/p>\n<p>\u56e0\u4e3a\u901a\u5e38\u516c\u53f8\u4e3a\u4e86\u8282\u7701\u9884\u7b97\uff0c\u7ba1\u7406\u5c42\u603b\u60f3\u8981\u77e5\u9053\u54ea\u4e00\u4e2a\u6e20\u9053\u7684\u6295\u8d44\u80fd\u591f\u4fc3\u8fdb\u66f4\u591a\u7684\u4eba\u53bb\u8d2d\u4e70\uff0c\u4ece\u800c\u4f18\u5316\u5728\u8425\u9500\u9884\u7b97\u7684\u6295\u8d44\u548c\u8d44\u6e90\u914d\u7f6e\u3002<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-12410\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u8425\u9500\u9884\u7b97-600x375.jpg\" alt=\"\" width=\"600\" height=\"375\" \/><\/p>\n<p>\u4e0d\u8fc7\u7531\u4e8e\u4e00\u4e2a\u7528\u6237\u7684\u8d2d\u4e70\u9014\u5f84\u6d89\u53ca\u591a\u4e2a\u63a5\u89e6\u70b9\uff0c\u6240\u4ee5\u5982\u4f55\u5c06\u591a\u4e2a\u6e20\u9053\u7684\u6570\u636e\uff0c\u8f6c\u5316\u6210\u6bcf\u4e2a\u6e20\u9053\u7684\u6295\u8d44\u56de\u62a5\u7387\u4ecd\u65e7\u662f\u4e00\u4e2a\u5f88\u68d8\u624b\u7684\u95ee\u9898\u300240%\u7684\u516c\u53f8\u90fd\u8868\u793a\uff0c\u8bc1\u660e\u8425\u9500\u6e20\u9053\u7684\u6295\u8d44\u56de\u62a5\u7387\u662f\u4ed6\u4eec\u9762\u4e34\u7684\u6700\u5927\u6311\u6218\u4e4b\u4e00\uff0c\u4ec5\u6b21\u4e8e\u83b7\u53d6\u6d41\u91cf\u548c\u7528\u6237\u3002<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-12411\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u8425\u9500\u6e20\u9053-600x300.jpg\" alt=\"\" width=\"600\" height=\"300\" \/><\/p>\n<p>\u6b63\u662f\u56e0\u4e3a\u8fd9\u6837\u7684\u6311\u6218\uff0c\u884c\u4e1a\u4ece\u4e1a\u8005\u4eec\u8d8a\u6765\u8d8a\u591a\u5730\u5bfb\u6c42<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e5%bd%92%e5%9b%a0%e6%a8%a1%e5%9e%8b\" title=\"\u5f52\u56e0\u6a21\u578b\" target=\"_blank\">\u5f52\u56e0\u6a21\u578b<\/a><\/span> (<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/marketing\" title=\"Marketing\" target=\"_blank\">Marketing<\/a><\/span> Attribution Models)\u4f5c\u4e3a\u5e2e\u52a9\u4ed6\u4eec\u89e3\u51b3\u8861\u91cf\u6e20\u9053\u6709\u6548\u6027\u7684\u624b\u6bb5\u3002<\/p>\n<h3 style=\"text-align: center;\">\u4ec0\u4e48\u662f\u5f52\u56e0\u6a21\u578b<\/h3>\n<h3 style=\"text-align: center;\">\u4ee5\u53ca\u5f52\u56e0\u6a21\u578b\u6709\u54ea\u4e9b<\/h3>\n<p>\u7b80\u5355\u6765\u8bf4\uff0c\u5f52\u56e0\u6a21\u578b(Attribution Models)\u80fd\u591f\u5c06\u4ea7\u751f\u8f6c\u5316\u548c\u6536\u76ca\u7684\u6e20\u9053\u6839\u636e\u5176\u8f6c\u5316\u7684\u6548\u679c\u6765\u5206\u914d\u529f\u52b3\u3002<\/p>\n<p>\u800c\u5bf9\u4e8e\u8425\u9500\u4eba\u5458\u6765\u8bf4\uff0c\u5e38\u89c1\u7684\u5f52\u56e0\u6a21\u578b\u6709\u4ee5\u4e0b\u51e0\u79cd\uff1a<\/p>\n<p><strong>1. Single-touch: First-touch<\/strong><\/p>\n<ul>\n<li>\u8861\u91cf\u6307\u6807\uff1aSingle-touch \u5e95\u4e0b\u7684 Multi-touch \u6a21\u578b\u5c06\u6240\u6709\u7684\u8f6c\u5316\u529f\u52b3\u90fd\u5206\u914d\u7ed9\u6d88\u8d39\u8005\u6700\u539f\u59cb\u7684\u6e20\u9053\u3002<\/li>\n<li>\u4f7f\u7528\u573a\u666f\uff1a\u5f53\u4f60\u60f3\u8981\u4e86\u89e3\u54ea\u4e2a\u6e20\u9053\u7ed9\u4f60\u5e26\u6765\u4e86\u65b0\u7684\u6f5c\u5728\u5ba2\u6237\u7684\u65f6\u5019\uff0c\u4f60\u53ef\u4ee5\u8003\u8651\u7528\u6574\u4e2a\u6a21\u578b\u3002<\/li>\n<li>\u5f52\u56e0\u6a21\u578b\u8fd0\u7528\uff1a\u5982\u679c\u4f60\u6b63\u597d\u5728\u60f3\u8981\u62d3\u5c55\u4f60\u7684\u65b0\u5ba2\u6e90\u65f6\uff0c\u4f60\u53ef\u4ee5\u7528\u8fd9\u4e2a\u6a21\u578b\u6765\u51b3\u5b9a\u54ea\u4e2a\u6e20\u9053\u6700\u80fd\u591f\u7ed9\u4f60\u5e26\u6765\u6d41\u91cf\u3002<\/li>\n<\/ul>\n<p>\u800c\u8fd9\u4e2a\u6a21\u578b\u6b63\u597d\u5bf9\u4e8e\u90a3\u4e9b\u60f3\u8981\u628a\u6f5c\u5728\u5df2\u6709\u5174\u8da3\u7684\u7528\u6237\u8f6c\u5316\u4e3a\u6700\u7ec8\u8d2d\u4e70\u7528\u6237\u9636\u6bb5\u7684\u516c\u53f8\u6700\u6709\u7528\uff0c\u56e0\u4e3a\u5b83\u4e0d\u4ec5\u4ec5\u53ef\u4ee5\u544a\u8bc9\u4f60\uff0c\u54ea\u4e2a\u6e20\u9053\u7ed9\u4f60\u5e26\u6765\u4e86\u6700\u591a\u7684\u5bf9\u4f60\u611f\u5174\u8da3\u7684\u7528\u6237\uff0c\u8fd8\u53ef\u4ee5\u544a\u8bc9\u4f60\u54ea\u4e2a\u6e20\u9053\u7ed9\u4f60\u5e26\u6765\u4e86\u6700\u5bb9\u6613\u8d2d\u4e70\u7684\u5ba2\u6237\u3002<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-12412\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/First-touch-600x338.jpg\" alt=\"\" width=\"600\" height=\"338\" \/><\/p>\n<p><strong>2. Single-touch: Last-touch<\/strong><\/p>\n<ul>\n<li>\u8861\u91cf\u6307\u6807\uff1aSingle-touch \u5e95\u4e0b\u7684 last-touch \u6a21\u578b\u5c06\u6240\u6709\u7684\u8f6c\u5316\u529f\u52b3\u90fd\u5206\u914d\u7ed9\u6d88\u8d39\u8005\u6700\u540e\u63a5\u89e6\u5230\u7684\u6e20\u9053\u3002<\/li>\n<li>\u4f7f\u7528\u573a\u666f\uff1a\u8fd9\u4e2a\u6a21\u578b\u4e00\u822c\u8fd0\u7528\u5728\u5f53\u4f60\u9700\u8981\u4e86\u89e3\uff0c\u5230\u5e95\u54ea\u4e2a\u6e20\u9053\u662f\u6700\u540e\u7ed9\u4f60\u5e26\u6765\u8f6c\u5316\u7684\u6e20\u9053\u7684\u65f6\u5019\u3002<\/li>\n<li>\u5f52\u56e0\u6a21\u578b\u8fd0\u7528\uff1a\u5982\u679c\u4f60\u73b0\u5728\u624b\u4e0a\u5df2\u7ecf\u6709\u4e86\u5f88\u591a\u5bf9\u4f60\u611f\u5174\u8da3\u7684\u6f5c\u5728\u5ba2\u6237\uff0c\u4f46\u662f\u4f60\u4e0d\u786e\u5b9a\u5230\u5e95\u662f\u54ea\u4e2a\u6e20\u9053\u6700\u7ec8\u7ed9\u4f60\u5e26\u6765\u4e86\u9500\u552e\u8f6c\u5316\uff0c\u4f60\u53ef\u4ee5\u8003\u8651\u4f7f\u7528\u8fd9\u4e2a\u6a21\u578b\u3002\u7279\u522b\u662f\u5f53\u9884\u7b97\u6709\u9650\u65f6\uff0c\u4f60\u901a\u5e38\u9700\u8981\u8003\u8651\u54ea\u4e2a\u6e20\u9053\u6700\u80fd\u7ed9\u4f60\u5e26\u6765\u8f6c\u5316\uff0c\u8fd9\u65f6\u5019\u8fd9\u4e2a\u6a21\u578b\u5c31\u663e\u4f1a\u53d1\u6325\u5f88\u5927\u4f5c\u7528\u4e86\u3002<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-12413\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/Last-touch-600x255.jpg\" alt=\"\" width=\"600\" height=\"255\" \/><\/p>\n<p><strong>3. Multi-touch: U-shaped<\/strong><\/p>\n<ul>\n<li>\u8861\u91cf\u6307\u6807\uff1aMulti-touch \u5e95\u4e0b\u7684 U-shaped\u6a21\u578b\u5c06\u529f\u52b3\u5206\u7ed9\u7528\u6237\u63a5\u89e6\u7684\u7b2c\u4e00\u4e2a\u548c\u6700\u540e\u4e00\u4e2a\u6e20\u9053\uff08\u4e00\u822c\u6bcf\u4e2a\u6e20\u905340%\uff09\uff0c\u5e76\u5c06\u5269\u4e0b\u5728\u4e2d\u95f4\u7684\u6e20\u9053\u5e73\u5747\u5206\u914d\u3002<\/li>\n<li>\u4f7f\u7528\u573a\u666f\uff1a\u5982\u679c\u4f60\u60f3\u8981\u7ed9\u6574\u4e2a\u63a8\u5e7f\u8fc7\u7a0b\u4e2d\u7684\u6240\u6709\u6e20\u9053\u90fd\u5206\u4e00\u676f\u7fb9\uff0c\u5e76\u4e14\u4f60\u8ba4\u4e3a\u7b2c\u4e00\u548c\u6700\u540e\u4e00\u4e2a\u6e20\u9053\u6bd4\u5269\u4e0b\u7684\u6e20\u9053\u5bf9\u6d88\u8d39\u8005\u7684\u5f71\u54cd\u5360\u7684\u6bd4\u91cd\u66f4\u91cd\u7684\u8bdd\uff0c\u4f60\u53ef\u4ee5\u8003\u8651\u4f7f\u7528\u8fd9\u4e2a\u6a21\u578b\u3002<\/li>\n<li>\u5f52\u56e0\u6a21\u578b\u8fd0\u7528\uff1a\u5982\u679c\u4f60\u6240\u5173\u6ce8\u7684\u6e20\u9053\u8868\u73b0\u662f\u9996\u5c3e\u76f8\u8fde\u7684\uff0c\u90a3\u4f60\u53ef\u4ee5\u8003\u8651\u8fd9\u6837\u7684\u6a21\u578b\u3002<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-12414\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/U-shaped-600x363.png\" alt=\"\" width=\"600\" height=\"363\" \/><\/p>\n<p><strong>4. Multi-touch: Evenly weighted<\/strong><\/p>\n<ul>\n<li>\u8861\u91cf\u6307\u6807\uff1aMulti-touch\u4e0b\u7684 Evenly weighted \u6a21\u578b\u7ed9\u6bcf\u4e2a\u6e20\u9053\u90fd\u5e73\u5206\u529f\u52b3\uff0c\u4e0d\u7ba1\u4e0d\u540c\u6e20\u9053\u5728\u6574\u4e2a\u8d2d\u4e70\u7684\u73af\u8282\u4e2d\u8d77\u5230\u7684\u4f5c\u7528\u662f\u4e0d\u662f\u4e0d\u540c\u3002<\/li>\n<li>\u4f7f\u7528\u573a\u666f\uff1a\u5982\u679c\u4f60\u53ea\u662f\u60f3\u8981\u770b\u770b\u6709\u54ea\u4e9b\u6e20\u9053\u662f\u6709\u505a\u8d21\u732e\u7684\uff0c\u8fd9\u4e2a\u6a21\u578b\u53ef\u4ee5\u505a\u5230\u8fd9\u70b9\u3002\u4e00\u822c\u60c5\u51b5\u4e0b\uff0c\u5982\u679c\u5728\u4f60\u60f3\u8981\u780d\u6389\u5728\u67d0\u4e2a\u6e20\u9053\u6295\u8d44\u524d\uff0c\u53ef\u4ee5\u7528\u8fd9\u4e2a\u6a21\u578b\u6765\u770b\u770b\uff0c\u662f\u4e0d\u662f\u5ffd\u7565\u6389\u4e86\u8fd9\u4e9b\u6e20\u9053\u7684\u8d21\u732e\u3002<\/li>\n<li>\u5f52\u56e0\u6a21\u578b\u8fd0\u7528\uff1a\u5982\u679c\u4f60\u5f88\u4f9d\u8d56 First-touch \u6216\u8005 Last-touch \u7684\u6a21\u578b\uff0c\u5e76\u4e14\u53c8\u60f3\u8981\u780d\u6389\u4e00\u4e9b\u6e20\u9053\u7684\u65f6\u5019\uff0c\u8fd9\u4e2a\u6a21\u578b\u53ef\u4ee5\u5f88\u597d\u5730\u5e2e\u4f60\u8861\u91cf\u4f60\u662f\u5426\u5ffd\u89c6\u4e86\u67d0\u4e9b\u6e20\u9053\u7684\u4ef7\u503c\u3002<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-12415\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/Evenly-weighted-600x440.png\" alt=\"\" width=\"600\" height=\"440\" \/><\/p>\n<p><strong>5. Multi-touch: W-shaped<\/strong><\/p>\n<ul>\n<li>\u8861\u91cf\u6307\u6807\uff1aW-shaped \u6a21\u578b\u548cU-shaped\u6a21\u578b\u7c7b\u4f3c\uff0c\u53ea\u662fW-shaped\u6a21\u578b\u7ed9\u6d88\u8d39\u8005\u63a5\u89e6\u7684\u7b2c\u4e00\u4e2a\u6e20\u9053\uff0c\u8fd8\u6709\u6700\u540e\u8fbe\u5230\u8f6c\u5316\u7684\u6e20\u9053\uff0c\u4ee5\u53ca\u6700\u540e\u63a5\u89e6\u5230\u7684\u6e20\u9053\u7ed9\u4e88\u901a\u5e3830%\u7684\u529f\u52b3\uff0c\u7136\u540e\u5c06\u5269\u4e0b\u7684\u6e20\u9053\u518d\u6765\u5e73\u5206\u3002<\/li>\n<li>\u4f7f\u7528\u573a\u666f\uff1aW-shaped\u5bf9\u4e8e\u90a3\u4e9b\u5728\u5904\u7406\u6f5c\u5728\u5ba2\u6237\u4e0a\u6709\u7740\u5f88\u89c4\u8303\u6d41\u7a0b\u7684\u516c\u53f8\u975e\u5e38\u6709\u7528\uff0c\u56e0\u4e3a\u53ea\u6709\u8fd9\u4e9b\u516c\u53f8\u624d\u80fd\u5728\u4e2d\u95f4\u8fbe\u5230\u8f6c\u5316\u7684\u6e20\u9053\u5206\u914d\u4e0a\uff0c\u505a\u5230\u5747\u8861\u548c\u7cbe\u786e\u3002<\/li>\n<li>\u5f52\u56e0\u6a21\u578b\u8fd0\u7528\uff1aW-shaped\u6a21\u578b\u53ef\u4ee5\u7b97\u662f\u4e00\u4e2a\u975e\u5e38\u5168\u9762\u7684\u5f52\u56e0\u6a21\u578b\u3002\u5982\u679c\u4f60\u7684\u6f5c\u5728\u5ba2\u6237\u662f\u9700\u8981\u9500\u552e\u56e2\u961f\u53bb\u8fdb\u884c\u4e0b\u4e00\u6b65\u7684\u9500\u552e\u6d3b\u52a8\u624d\u80fd\u8fdb\u884c\u8d2d\u4e70\u6d3b\u52a8\u7684\u8bdd\uff0c\u4f60\u53ef\u4ee5\u5c06\u6700\u540e\u4e00\u4e2a\u6e20\u9053\u4ee5\u53ca\u4e2d\u95f4\u4e3a\u4f60\u6536\u96c6\u8fd9\u4e9b\u6f5c\u5728\u7528\u6237\u7684\u6e20\u9053\u9002\u5f53\u7ed9\u66f4\u591a\u7684\u5206\u91cf\uff0c\u540c\u65f6\u505a\u5230\u4e0d\u5ffd\u7565\u5176\u4ed6\u7684\u6e20\u9053\u3002<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-12416\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/W-shaped-600x310.png\" alt=\"\" width=\"600\" height=\"310\" \/><\/p>\n<p><strong>6. Multi-touch: Time decay<\/strong><\/p>\n<ul>\n<li>\u8861\u91cf\u6307\u6807\uff1aTime decay \u6a21\u578b\u901a\u5e38\u5c06\u6700\u5927\u7684\u529f\u52b3\u5206\u914d\u7ed9\u79bb\u8d2d\u4e70\u65f6\u95f4\u6700\u8fd1\u7684\u90a3\u4e9b\u6e20\u9053\uff0c\u540c\u65f6\u4e5f\u8003\u8651\u5230\u5176\u4ed6\u7684\u6e20\u9053\u3002<\/li>\n<li>\u4f7f\u7528\u573a\u666f\uff1a\u5982\u679c\u4f60\u7684\u8d2d\u4e70\u5468\u671f\u6bd4\u8f83\u957f\uff0c\u4f60\u53c8\u60f3\u4e86\u89e3\u54ea\u4e2a\u6e20\u9053\u53ef\u4ee5\u5c06\u4f60\u7684\u6f5c\u5728\u5ba2\u6237\u8f6c\u5316\u4e3a\u6700\u7ec8\u7684\u8d2d\u4e70\u7528\u6237\uff0c\u8fd9\u4e2a\u6a21\u578b\u53ef\u4ee5\u5f88\u597d\u7684\u5e2e\u52a9\u4f60\u4e86\u89e3\u6e20\u9053\u7684\u6709\u6548\u6027\u3002<\/li>\n<li>\u5f52\u56e0\u6a21\u578b\u8fd0\u7528\uff1a\u5982\u679c\u4f60\u73b0\u5728\u6709\u5f88\u591a\u6f5c\u5728\u5ba2\u6237\uff0c\u4f46\u662f\u6574\u4e2a\u9500\u552e\u8fc7\u7a0b\u5374\u5f88\u957f\uff0c\u8d2d\u4e70\u5468\u671f\u5f88\u6162\u7684\u8bdd\uff0c\u5229\u7528\u8fd9\u4e2a\u6a21\u578b\u53ef\u4ee5\u5e2e\u52a9\u4f60\u8861\u91cf\u5230\u5e95\u662f\u54ea\u4e2a\u6e20\u9053\u6700\u7ec8\u52a0\u901f\u4e86\u8fd9\u4e2a\u6f2b\u957f\u7684\u8fc7\u7a0b\u3002\u53c8\u6216\u8005\u4f60\u73b0\u5728\u6709\u5f88\u591a\u6709\u8d28\u91cf\u7684\u6d41\u91cf\uff0c\u4f46\u662f\u5374\u6ca1\u529e\u6cd5\u628a\u8fd9\u4e9b\u6d41\u91cf\u8fdb\u4e00\u6b65\u8f6c\u5316\u7684\u8bdd\uff0c\u4f60\u53ef\u4ee5\u8bd5\u7740\u7528\u8fd9\u4e2a\u6a21\u578b\u53bb\u8861\u91cf\u5230\u5e95\u54ea\u4e9b\u6e20\u9053\u662f\u5728\u8f6c\u5316\u8fc7\u7a0b\u4e2d\u8d77\u4e86\u6700\u5927\u7684\u4f5c\u7528\u7684\u3002<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-12417\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/Time-decay-600x379.png\" alt=\"\" width=\"600\" height=\"379\" \/><\/p>\n<h3 style=\"text-align: center;\">\u5f52\u56e0\u6a21\u578b\u9009\u54ea\u5bb6\uff1f<\/h3>\n<p>\u90a3\u4e48\u8fd9\u4e48\u591a\u7684\u6a21\u578b\uff0c\u53c8\u5404\u81ea\u5177\u6709\u4e0d\u540c\u7684\u7528\u9014\uff0c\u4f46\u771f\u6b63\u9047\u5230\u95ee\u9898\u7684\u65f6\u5019\uff0c\u54ea\u4e2a\u6a21\u578b\u53c8\u6700\u4f18\u5462\uff1f<\/p>\n<p>\u4e00\u822c\u60c5\u51b5\u4e0b\uff0c\u5927\u591a\u6570\u4eba\u90fd\u4f1a\u8ba4\u4e3a\u516c\u53f8\u4ea7\u54c1\u7684\u9500\u552e\u90e8\u5206\u662f\u6700\u91cd\u8981\u7684\u3002\u4f46\u662f\u8fd9\u79cd\u505a\u6cd5\u53ef\u80fd\u4f1a\u4ea7\u751f\u4e24\u4e2a\u95ee\u9898\uff1a<\/p>\n<p>\u5982\u679c\u53ea\u4f7f\u7528\u4e00\u79cd\u5f52\u56e0\u6a21\u578b\uff0c\u5219\u5206\u6790\u8fc7\u7a0b\u4e2d\u662f\u65e0\u6cd5\u5173\u6ce8\u6574\u4f53\u5927\u7684\u683c\u5c40\u7684\uff0c\u800c\u8fd9\u53ef\u80fd\u4f1a\u5bfc\u81f4\u8d44\u6e90\uff0c\u6e20\u9053\u6216\u5e7f\u544a\u88ab\u8fc7\u9ad8\u6216\u8fc7\u4f4e\u5730\u8bc4\u4f30\u3002<\/p>\n<p>\u4f8b\u5982\uff0c\u5982\u679c\u67d0\u4e2a\u6f5c\u5728\u5ba2\u6237\u662f\u901a\u8fc7Display\u5e7f\u544a\u6765\u7684\uff0c\u5e76\u901a\u8fc7\u641c\u7d22\u5f15\u64ce\u5e7f\u544a\u6700\u540e\u4ea7\u751f\u4e86\u8d2d\u4e70\uff0c\u4f46\u5982\u679c\u8fd9\u65f6\u5019\u4f7f\u7528\u7684\u662fFirst-touch\u6a21\u578b\uff0c\u4f60\u53ef\u80fd\u4f1a\u9ad8\u4f30Display\u5e7f\u544a\u6e20\u9053\uff0c\u5e76\u4f4e\u4f30\u4e86\u641c\u7d22\u5f15\u64ce\u5e7f\u544a\u3002<\/p>\n<p>\u4f46\u5982\u679c\u4f60\u4f7f\u7528\u4e0d\u540c\u7684\u5f52\u56e0\u6a21\u578b\uff0c\u6765\u8861\u91cf\u4e0d\u540c\u7684\u8425\u9500Campaign\u6216\u8005\u662f\u6e20\u9053\uff0c\u7136\u540e\u6c47\u603b\u6240\u6709\u8fd9\u4e9b\u62a5\u544a\u4e2d\u7684\u6570\u636e\uff0c\u5219\u53ef\u80fd\u4f1a\u51fa\u73b0\u91cd\u590d\u8ba1\u7b97\u3002<\/p>\n<p>\u518d\u62ff\u521a\u624d\u7684\u573a\u666f\u4e3e\u4e2a\u4f8b\u5b50\uff0c\u5982\u679c\u4eceDisplay\u5e7f\u544a\u6765\u4e86\u4e00\u4e2a\u6f5c\u5728\u5ba2\u6237\u5e76\u901a\u8fc7\u641c\u7d22\u5f15\u64ce\u5e7f\u544a\u800c\u8d2d\u4e70\uff0c\u5728\u5f52\u56e0\u65f6\uff0c\u4f60\u4f7f\u7528\u4e86First-touch\u548cLast-touch\u5206\u522b\u8861\u91cf\u8fd9\u4e24\u4e2a\u6e20\u9053\uff0c\u90a3\u4e48\u6700\u540e\u4f60\u5176\u5b9e\u5c06\u8d2d\u4e70\u8f6c\u5316\u8ba1\u7b97\u4e86\u4e24\u6b21\u3002<\/p>\n<p>\u54ea\u5230\u5e95\u54ea\u79cd\u5f52\u56e0\u6a21\u5f0f\u662f\u6b63\u786e\u7684\uff1f\u4e8b\u5b9e\u662f\uff0c\u60c5\u51b5\u5404\u4e0d\u76f8\u540c\uff0c\u800c\u5173\u952e\u5728\u4e8e\uff1a\u4f60\u8bd5\u56fe\u56de\u7b54\u4ec0\u4e48\u95ee\u9898\u3002\u6240\u4ee5\u5efa\u8bae\u4f7f\u7528\u591a\u79cd\u4e0d\u540c\u7684\u5f52\u56e0\u6a21\u578b\u6765\u56de\u7b54\u4e0d\u540c\u7684\u95ee\u9898\u3002<\/p>\n<p>\u4f8b\u5982\uff0c\u4f60\u53ef\u80fd\u786e\u5b9e\u60f3\u77e5\u9053\u54ea\u4e9b\u6e20\u9053\u5728\u6d88\u8d39\u8005\u7b2c\u4e00\u6b21\u63a5\u89e6\u5c31\u70b9\u51fb\u4e86\u7684\u6e20\u9053\u3002\u90a3\u4e48\u4f60\u53ef\u80fd\u5e0c\u671b\u56de\u7b54\u7684\u662f\u8fd9\u4e2a\u95ee\u9898\uff1a\u201c\u54ea\u4e9b\u6e20\u9053\u4ea7\u751f\u4e86\u65b0\u7684\u6f5c\u5728\u6d88\u8d39\u8005\uff1f\u201d<\/p>\n<p>\u800c\u5f53\u4f60\u8fd8\u60f3\u77e5\u9053\u54ea\u4e9b\u6e20\u9053\u6700\u7ec8\u4ea7\u751f\u4e86\u8f6c\u5316\uff0c\u5c31\u5e94\u8be5\u76f4\u63a5\u4f7f\u7528Last-touch\u8fd9\u4e2a\u6a21\u578b\u6765\u56de\u7b54\u8fd9\u4e2a\u95ee\u9898\u3002\u4f46\u662f\u9700\u8981\u6ce8\u610f\u7684\u662f\uff0c\u8fd9\u4e24\u4e2a\u5f52\u56e0\u6a21\u578b\u63d0\u4f9b\u4e86\u4e0d\u540c\u7684\u6570\u636e\u96c6\uff0c\u4e0d\u5e94\u5c06\u5b83\u4eec\u52a0\u5728\u4e00\u8d77\u3002<\/p>\n<p>\u5728\u67d0\u4e9b\u60c5\u51b5\u4e0b\uff0c\u4f60\u53ef\u80fd\u5e0c\u671b\u4e86\u89e3\u66f4\u591a\u5173\u4e8e\u591a\u6e20\u9053\u7684\u6574\u4f53\u6548\u679c\uff0c\u8fd9\u65f6\u5019Multi-touch\u5f52\u56e0\u6a21\u578b\u5c31\u4f1a\u663e\u5f97\u5f88\u6709\u7528\uff0c\u56e0\u4e3a\u5b83\u4f1a\u66f4\u5168\u9762\u3002<\/p>\n<p>\u4e0d\u8fc7\u5177\u4f53\u9009\u62e9\u7684Multi-touch\u6a21\u578b\uff0c\u9700\u8981\u53d6\u51b3\u4e8e\u516c\u53f8\u4ea7\u54c1\u7684\u9500\u552e\u5468\u671f\uff0c\u4ee5\u53ca\u4f60\u9700\u8981\u89e3\u51b3\u7684\u95ee\u9898\u3002\u4f46\u662f\u53ef\u4ee5\u80af\u5b9a\u7684\u662f\uff0c\u901a\u8fc7\u5229\u7528\u591a\u4e2a\u6a21\u578b\u7684\u5206\u6790\u6765\u56de\u7b54\u4e0d\u540c\u7684\u95ee\u9898\uff0c\u53ef\u4ee5\u5e2e\u52a9\u66f4\u6df1\u523b\u5730\u7406\u89e3\u6e20\u9053\u4e4b\u95f4\u548c\u8981\u89e3\u51b3\u7684\u95ee\u9898\u7684\u5173\u7cfb\u3002<\/p>\n<p>\u800c\u5982\u6b64\u9ad8\u5927\u4e0a\u7684\u6a21\u578b\uff0c\u5728\u5982\u4eca\u50cfFacebook, Amazon\u8fd9\u6837\u7684\u79d1\u6280\u516c\u53f8\u7684Data Analytics\u4ee5\u53caGrowth Marketing\u7684\u804c\u4f4d\u91cc\u9762\uff0c\u5bf9\u4e86\u89e3Attribution Model\u548c\u4e86\u89e3Attribution Modeling\u7684\u4eba\u624d\u9700\u6c42\u662f\u65e5\u76ca\u98d9\u5347\u7684\u3002<\/p>\n<p>\u6587\uff1a\u804c\u56feCareerTu\uff08ID\uff1acareertu\uff09<\/p>\n<p><strong>\u9996\u5e2d\u589e\u957f\u5b98CGO\u8350\u8bfb\u5e02\u573a\u8425\u9500\uff1a<\/strong><\/p>\n<ul>\n<li>\u300a<a href=\"https:\/\/www.growthhk.cn\/market\/11533.html\">Luckin Coffee\u7684\u5e02\u573a\u8425\u9500\u7b56\u7565\uff1aAARRR\u6a21\u578b\uff0cAPP\u88c2\u53d8\uff0cMVT\u589e\u957f<\/a>\u300b<\/li>\n<li>\u300a<a href=\"https:\/\/www.growthhk.cn\/market\/12226.html\">\u5177\u5907\u65b0\u589e\u957f\u70b9\u7684\u590d\u5408\u76c8\u5229\u6a21\u578b\uff1a60\u5929\u626d\u4e8f\u4e3a\u76c8\u8d5a\u5230200\u4e07\u7684\u76ae\u80a4\u7ba1\u7406\u5e97<\/a>\u300b<\/li>\n<li>\u300a<a href=\"https:\/\/www.growthhk.cn\/market\/12387.html\">\u7ee7\u201c\u756a\u8304\u7092\u86cb\u201d\u540e\uff0c\u62db\u5546\u94f6\u884c\u300a\u7231\u7684\u65e0\u89e3\u9898\u300b\u518d\u5ea6\u5237\u5c4f\uff01<\/a>\u300b<\/li>\n<\/ul>\n<p>\u66f4\u591a\u7cbe\u5f69\uff0c\u5173\u6ce8\uff1a<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e5%a2%9e%e9%95%bf%e9%bb%91%e5%ae%a2\" title=\"\u589e\u957f\u9ed1\u5ba2\" target=\"_blank\">\u589e\u957f\u9ed1\u5ba2<\/a><\/span>\uff08GrowthHK.cn\uff09<\/p>\n<p><span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/\" target=\"_blank\" title=\"\u589e\u957f\u9ed1\u5ba2\">\u589e\u957f\u9ed1\u5ba2<\/a><\/span>\uff08Growth 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