{"id":126459,"date":"2024-09-20T12:19:17","date_gmt":"2024-09-20T11:19:17","guid":{"rendered":"https:\/\/www.artefact.com\/blog\/demystifying-brand-and-long-term-effect-measurement-in-marketing-mix-modelling\/"},"modified":"2024-09-24T14:19:10","modified_gmt":"2024-09-24T13:19:10","slug":"demystifying-brand-and-long-term-effect-measurement-in-marketing-mix-modelling-2","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/demystifying-brand-and-long-term-effect-measurement-in-marketing-mix-modelling-2\/","title":{"rendered":"\u89e3\u5bc6\u8425\u9500\u7ec4\u5408\u6a21\u578b\u4e2d\u7684\u54c1\u724c\u548c\u957f\u671f\u6548\u5e94\u6d4b\u91cf"},"content":{"rendered":"

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\u7b2c\u4e09\uff0c\u5e94\u4fee\u6539 MMM \u6a21\u578b\uff0c\u4ee5\u8ba1\u7b97\u4e24\u79cd\u54c1\u724c\u6548\u5e94\u3002\u65b0\u7684\u6307\u6807\uff0c\u5373\u54c1\u724c\u8d44\u4ea7\u6216\u54c1\u724c\u529b\u91cf\uff0c\u4f1a\u5f71\u54cd\u6536\u5165\u7684\u957f\u671f\u589e\u957f\uff0c\u8fd9\u5728 MMM \u4e2d\u4ee5\u57fa\u7ebf\u4e3a\u4ee3\u8868\u3002\u6b64\u5916\uff0c\u5f3a\u52bf\u54c1\u724c\u8fd8\u80fd\u63d0\u9ad8\u77ed\u671f\u6fc0\u6d3b\u6548\u7387\u3002\u4f8b\u5982\uff0c\u5f53\u66f4\u591a\u7684\u4eba\u4e86\u89e3\u5e76\u8003\u8651\u4f60\u7684\u54c1\u724c\u65f6\uff0c\u5c31\u66f4\u5bb9\u6613\u5728\u77ed\u671f\u5185\u8f6c\u5316\u66f4\u591a\u7684\u6d88\u8d39\u8005\u3002.<\/p>\n

\u6700\u540e\uff0c\u5e94\u6839\u636e\u5e7f\u544a\u652f\u51fa\u603b\u56de\u62a5\u7387\uff08ROAS\uff09\u800c\u975e\u77ed\u671f ROAS \u6765\u4f18\u5316\u8425\u9500\u9884\u7b97\u3002\u5982\u4e0a\u6240\u8ff0\uff0c\u901a\u8fc7\u5728 MMM \u4e2d\u5b9e\u65bd\u54c1\u724c\u8d44\u4ea7\uff0c\u53ef\u4ee5\u91cf\u5316\u54c1\u724c\u5bf9\u57fa\u7ebf\u6536\u5165\u7684\u957f\u671f\u5f71\u54cd\u7a0b\u5ea6\uff0c\u5e76\u63d0\u9ad8\u77ed\u671f\u8425\u9500\u5de5\u4f5c\u7684\u6709\u6548\u6027\u3002\u5728\u4e3a\u672a\u6765\u5236\u5b9a\u4e0d\u540c\u7684\u9884\u7b97\u65b9\u6848\u65f6\uff0c\u6a21\u578b\u5e94\u5728\u9884\u6d4b\u73b0\u6709\u77ed\u671f\u9500\u552e\u6548\u679c\u7684\u540c\u65f6\u9884\u6d4b\u8fd9\u4e9b\u6548\u679c\u3002.<\/p>\n

\u603b\u4e4b\uff0c\u5c06\u957f\u671f\u54c1\u724c\u6548\u5e94\u7eb3\u5165 MMM \u9700\u8981\u6536\u96c6\u6b63\u786e\u7684 data\uff0c\u5c06\u6307\u6807\u4e0e\u6295\u8d44\u548c\u6536\u5165\u76f8\u5173\u8054\uff0c\u4fee\u6539 MMM \u6a21\u578b\u4ee5\u8003\u8651\u957f\u671f\u548c\u77ed\u671f\u54c1\u724c\u6548\u5e94\uff0c\u5e76\u6839\u636e\u603b ROAS \u4f18\u5316\u8425\u9500\u9884\u7b97\u3002\u8fd9\u79cd\u7efc\u5408\u65b9\u6cd5\u53ef\u786e\u4fdd\u51c6\u786e\u8861\u91cf\u54c1\u724c\u5efa\u8bbe\u7684\u5f53\u524d\u548c\u672a\u6765\u5f71\u54cd\uff0c\u5e76\u5229\u7528\u8fd9\u4e9b\u5f71\u54cd\u4f18\u5316\u8425\u9500\u6218\u7565\u3002.<\/p>\n<\/div><\/div><\/div>

<\/span><\/div><\/div><\/div>
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\u4e3b\u8981\u6536\u83b7<\/h2><\/div>

\u6839\u636e\u827e\u4f26\u4f2f\u683c-\u5df4\u65af\u7814\u7a76\u6240\uff08Ehrenberg-Bass Institute\uff092021 \u5e74\u7684\u7814\u7a76\u53d1\u73b0\u7684 \"95-5 \u89c4\u5219\"\uff0c\u6211\u4eec\u77e5\u9053\u6700\u5927\u7684\u6d88\u8d39\u8005\u7fa4\u4f53\u5728\u4efb\u4f55\u65f6\u5019\u90fd\u4e0d\u5728\u5e02\u573a\u4e2d\u3002\u8fd9\u5c31\u7a81\u51fa\u4e86\u8003\u8651\u54c1\u724c\u5728\u5fc3\u7406\u53ef\u7528\u6027\u6216\u54c1\u724c\u5efa\u8bbe\u65b9\u9762\u7684\u8868\u73b0\u7684\u91cd\u8981\u6027\u3002\u7531\u4e8e\u8425\u9500\u7ec4\u5408\u6a21\u578b\u7b49\u8425\u9500\u6d4b\u91cf\u65b9\u6cd5\u88ab\u5e7f\u6cdb\u4f7f\u7528\uff0c\u4f46\u4ecd\u4fa7\u91cd\u4e8e\u77ed\u671f\u5f71\u54cd\uff0c\u8fd9\u5c31\u9020\u6210\u4e86\u6d4b\u91cf\u65b9\u9762\u7684\u5dee\u8ddd\u3002\u4e3a\u4e86\u8ba1\u7b97\u8425\u9500\u5de5\u4f5c\u5bf9\u4e1a\u52a1\u6210\u679c\u7684\u771f\u6b63\u5f71\u54cd\uff0c\u8425\u9500\u4eba\u5458\u5e94\u4f7f\u7528\u8425\u9500\u7ec4\u5408\u5efa\u6a21\u89e3\u51b3\u65b9\u6848\uff0c\u5c06\u54c1\u724c\u5f3a\u5ea6\u6574\u5408\u5728\u4e00\u8d77\u3002\u8fd9\u6837\uff0c\u60a8\u5c31\u53ef\u4ee5\u6839\u636e\u603b ROAS \u800c\u4e0d\u662f\u77ed\u671f ROAS \u6765\u5206\u914d\u548c\u4f18\u5316\u8425\u9500\u9884\u7b97\uff0c\u4ece\u800c\u5728\u957f\u671f\u83b7\u5f97\u66f4\u5927\u7684\u6210\u529f\u3002.<\/p>\n<\/div>

\u53c2\u8003\u8d44\u6599<\/h3><\/div>
  • <\/i><\/span>
    \n

    Dawes, John.(2010).\u201c\u5e02\u573a\u8425\u9500\u4e2d\u7684 95-5 \u89c4\u5219\u201d\u3002\u201d<\/p>\n<\/div><\/li>

  • <\/i><\/span>
    \n

    Sharp, B. (2010).\u54c1\u724c\u5982\u4f55\u6210\u957f\uff1a\u8425\u9500\u4eba\u5458\u6240\u4e0d\u77e5\u9053\u7684\u3002\u725b\u6d25\u5927\u5b66\u51fa\u7248\u793e\u3002.<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"

    \u60a8\u6700\u8fd1\u662f\u5426\u8d2d\u4e70\u4e86\u65b0\u624b\u673a\u3001\u6c7d\u8f66\u3001\u5bb6\u5177\u751a\u81f3\u73e0\u5b9d\u7b49\u91cd\u8981\u7269\u54c1\uff1f\u5982\u679c\u662f\uff0c\u90a3\u4e48\u60a8\u73b0\u5728\u53ef\u80fd\u4e0d\u4f1a\u518d\u8d2d\u4e70\u5b83\u4eec\uff0c\u800c\u4e14\u5728\u76f8\u5f53\u957f\u7684\u4e00\u6bb5\u65f6\u95f4\u5185\u4e5f\u4e0d\u4f1a\u518d\u8d2d\u4e70\u3002\u6839\u636e\u827e\u4f26\u4f2f\u683c-\u5df4\u65af\u8425\u9500\u79d1\u5b66\u7814\u7a76\u6240\uff08Ehrenberg- Bass Institute for Marketing Science\uff09\u7684\u7814\u7a76\uff082021 \u5e74\uff09\uff0c\u8425\u9500\u4e2d\u6709\u4e00\u4e2a 95-5 \u89c4\u5219\uff0c\u5373\u5728\u4efb\u4f55\u7279\u5b9a\u65f6\u95f4\uff0c\u4e00\u822c\u6709 5% \u8fdb\u5165\u5e02\u573a\u3002\u6362\u53e5\u8bdd\u8bf4\uff0c5% \u7684\u6d88\u8d39\u8005\u6b64\u65f6\u6b64\u523b\u5df2\u7ecf\u51c6\u5907\u597d\u8d2d\u4e70\u3002. <\/p>","protected":false},"featured_media":126460,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[2997],"blog-language":[2991],"class_list":["post-126459","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-data-marketing","blog-language-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog\/126459","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/126460"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=126459"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-category?post=126459"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-language?post=126459"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}