{"id":522601,"date":"2025-04-29T18:16:23","date_gmt":"2025-04-29T17:16:23","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&p=522601"},"modified":"2025-05-13T10:47:31","modified_gmt":"2025-05-13T09:47:31","slug":"nike-marketing-measurement-strategy-success","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/nike-marketing-measurement-strategy-success\/","title":{"rendered":"\u5de5\u4f5c\u4e2d\u7684\u8425\u9500\u6d4b\u91cf\uff1a\u4ece\u8010\u514b\u5b66\u4e60"},"content":{"rendered":"

\u4f5c\u8005<\/h2><\/div>\"Image\"

\u7433\u8fbe-\u5207\u96f7\u8fbe<\/h3><\/div>

\u8010\u514b\u5168\u7403\u8425\u9500\u4e3b\u7ba1 Data<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u8010\u514b\u516c\u53f8\u7684\u8425\u9500\u6d4b\u91cf\u64cd\u4f5c\u5316\u5386\u7a0b\u662f\u4e00\u4e2a\u4e0d\u65ad\u5b66\u4e60\u3001\u575a\u6301\u548c\u8f6c\u53d8\u7684\u6545\u4e8b\u3002\u8fd9\u6761\u9053\u8def\u5e76\u4e0d\u5e73\u5766--\u53d8\u9769\u9700\u8981\u65f6\u95f4\uff0c\u8fd9\u4e2a\u8fc7\u7a0b\u9700\u8981\u6301\u7eed\u7684\u52aa\u529b\u3001\u5b9e\u9a8c\u548c\u9002\u5e94\u610f\u613f\u3002.<\/p>\n

\u4ee5\u4e0b\u662f\u6211\u8ba4\u4e3a\u5176\u4ed6\u516c\u53f8\u548c\u884c\u4e1a\u5728\u8425\u9500\u6d4b\u91cf\u65b9\u9762\u53ef\u501f\u9274\u7684\u4e3b\u8981\u7ecf\u9a8c\u603b\u7ed3\u3002.<\/span><\/p>\n<\/div>

1.\u4e1a\u52a1\u7b2c\u4e00\u7684\u5fc3\u6001\uff1a\u9886\u5bfc\u3001\u6574\u5408\u548c\u4f18\u5148\u6392\u5e8f<\/h2><\/div>

\u8010\u514b\u6210\u529f\u7684\u6838\u5fc3\u662f\u4e1a\u52a1\u7b2c\u4e00\u7684\u601d\u7ef4\u6a21\u5f0f\uff0c\u5373\u628a\u8425\u9500\u6d4b\u91cf\u4f5c\u4e3a\u4f01\u4e1a\u8303\u56f4\u76ee\u6807\u7684\u6218\u7565\u63a8\u52a8\u8005\u3002\u8fd9\u79cd\u65b9\u6cd5\u5f97\u5230\u4e86\u9ad8\u5c42\u9886\u5bfc\u7684\u652f\u6301\uff0c\u5e76\u6df1\u6df1\u878d\u5165\u4e86\u516c\u53f8\u66f4\u5e7f\u6cdb\u7684\u4e1a\u52a1\u8fd0\u8425\u4e2d\uff0c\u5305\u62ec\u6570\u5b57\u5546\u52a1\u548c\u7efc\u5408\u7ba1\u7406\u3002.<\/span><\/p>\n

\u8010\u514b\u516c\u53f8\u6700\u91cd\u8981\u7684\u6587\u5316\u8f6c\u53d8\u4e4b\u4e00\u5c31\u662f\u91c7\u7528\u589e\u91cf\u8861\u91cf\u6765\u8bc4\u4f30\u8425\u9500\u7684\u771f\u6b63\u5f71\u54cd\u3002\u901a\u8fc7\u5173\u6ce8\u589e\u91cf\u7ed3\u679c\uff0c\u5982\u65b0\u5ba2\u6237\u83b7\u53d6\u3001\u53c2\u4e0e\u5ea6\u63d0\u9ad8\u548c\u989d\u5916\u6536\u5165\uff0c\u8010\u514b\u8d85\u8d8a\u4e86\u8868\u9762\u6307\u6807\uff0c\u5c55\u793a\u4e86\u5176\u8425\u9500\u6295\u8d44\u7684\u6709\u5f62\u4ef7\u503c\u3002.<\/span><\/p>\n

\u8425\u9500\u56e2\u961f\u5728\u8fd9\u4e00\u8f6c\u53d8\u4e2d\u53d1\u6325\u4e86\u6838\u5fc3\u4f5c\u7528\uff0c\u4ed6\u4eec\u4e3a MMM\u3001\u5f52\u56e0\u548c\u589e\u91cf\u6d4b\u8bd5\u7b49\u5de5\u5177\u8bbe\u5b9a\u4e86\u4f18\u5148\u7ea7\u5e76\u786e\u5b9a\u4e86\u5173\u952e\u95ee\u9898\u3002\u8425\u9500\u79d1\u5b66\u90e8\u4f5c\u4e3a\u804c\u80fd\u4e13\u5bb6\uff0c\u5c31\u5982\u4f55\u89e3\u51b3\u8fd9\u4e9b\u95ee\u9898\u63d0\u51fa\u4e86\u5efa\u8bae\uff0c\u5e76\u6839\u636e\u53ef\u884c\u6027\u548c data \u5c31\u7eea\u7a0b\u5ea6\uff0c\u63d0\u51fa\u4e86\u5206\u9636\u6bb5\u90e8\u7f72\u5de5\u5177\u7684\u5efa\u8bae\u3002\u8fd9\u79cd\u5408\u4f5c\u65b9\u5f0f\u786e\u4fdd\u4e86\u6d4b\u91cf\u5de5\u4f5c\u7684\u6218\u7565\u6027\u3001\u6709\u6548\u6027\u548c\u53ef\u64cd\u4f5c\u6027\u3002.<\/span><\/p>\n

\u4e00\u81f4\u6027\u662f\u8010\u514b\u6210\u529f\u7684\u53e6\u4e00\u4e2a\u5173\u952e\u56e0\u7d20\u3002\u4f8b\u5982\uff0c\u8be5\u516c\u53f8\u6bcf\u4e2a\u5b63\u5ea6\u90fd\u4f7f\u7528\u76f8\u540c\u7684\u8425\u9500\u8bb0\u5206\u5361\uff0c\u5373\u4f7f\u6ca1\u6709\u5168\u90e8\u7684 data\u3002\u7f3a\u5931\u7684 data \u70b9\u88ab\u6807\u8bb0\u4e3a \u201cN\/A\u201d\uff0c\u5e76\u5728\u6709\u53ef\u7528\u70b9\u65f6\u586b\u5199\u3002\u8fd9\u79cd\u4e25\u8c28\u7684\u65b9\u6cd5\u6709\u52a9\u4e8e\u5efa\u7acb\u5bf9\u6d41\u7a0b\u7684\u4fe1\u4efb\uff0c\u786e\u4fdd\u8861\u91cf\u6210\u4e3a\u4e1a\u52a1\u8fd0\u8425\u7684\u5e38\u89c4\u90e8\u5206\uff0c\u800c\u4e0d\u662f\u4e00\u6b21\u6027\u5de5\u4f5c\u3002.<\/span><\/p>\n<\/div>

2.\u8425\u9500\u6d4b\u91cf\u5de5\u5177\u5305\uff1a\u4e0d\u65ad\u53d1\u5c55\u4ee5\u5e94\u5bf9\u590d\u6742\u6027<\/h2><\/div>

\u8010\u514b\u7684\u8425\u9500\u6d4b\u91cf\u6846\u67b6\u5efa\u7acb\u5728\u4e00\u4e2a\u5de5\u5177\u5305\u4e4b\u4e0a\uff0c\u65e8\u5728\u6ee1\u8db3\u6218\u7565\u548c\u8fd0\u8425\u9700\u6c42\u3002\u7136\u800c\uff0c\u8fd9\u5e76\u975e\u4e00\u8e74\u800c\u5c31\u3002\u6700\u521d\uff0c\u8010\u514b\u516c\u53f8\u4f7f\u7528\u4e86\u4e00\u4e2a\u4f9b\u5e94\u5546\u63d0\u4f9b\u7684\u5f00\u7bb1\u5373\u7528\u7684 MMM \u5de5\u5177\uff0c\u4f46\u5f88\u5feb\u5c31\u53d1\u73b0\u8be5\u5de5\u5177\u65e0\u6cd5\u5b8c\u5168\u6ee1\u8db3\u8010\u514b\u516c\u53f8\u4e1a\u52a1\u7684\u590d\u6742\u6027\u3002\u90e8\u7f72\u53d7\u5230\u9650\u5236\uff0c\u6d1e\u5bdf\u529b\u4e5f\u4e0d\u8db3\u4ee5\u63a8\u52a8\u6709\u610f\u4e49\u7684\u53d8\u9769\u3002.<\/p>\n

\u968f\u7740\u8010\u514b\u516c\u53f8\u5728\u8425\u9500\u6d4b\u91cf\u65b9\u9762\u7684\u6210\u719f\u5ea6\u4e0d\u65ad\u63d0\u9ad8\uff0c\u5e76\u5728\u9ad8\u5c42\u9886\u5bfc\u7684\u5927\u529b\u652f\u6301\u4e0b\uff0c\u516c\u53f8\u51b3\u5b9a\u5c06\u5176 MMM \u529f\u80fd\u5185\u90e8\u5316\u3002\u8fd9\u4f7f\u8010\u514b\u516c\u53f8\u80fd\u591f\u6839\u636e\u5176\u72ec\u7279\u7684\u4e1a\u52a1\u9700\u6c42\u5b9a\u5236\u5de5\u5177\uff0c\u63d0\u9ad8\u7c92\u5ea6\uff0c\u5e76\u66f4\u597d\u5730\u4e0e\u5176\u6218\u7565\u91cd\u70b9\u4fdd\u6301\u4e00\u81f4\u3002.<\/p>\n

\u5982\u4eca\uff0c\u8010\u514b\u91c7\u7528\u4e86\u591a\u79cd\u65b9\u6cd5\uff0c\u5305\u62ec MMM\u3001\u5f52\u56e0\u548c\u589e\u91cf\u6d4b\u8bd5\uff0c\u4ee5\u5168\u9762\u4e86\u89e3\u8425\u9500\u6548\u679c\u3002MMM \u662f\u957f\u671f\u89c4\u5212\u7684\u57fa\u77f3\uff0c\u53ef\u6df1\u5165\u4e86\u89e3\u8de8\u6e20\u9053\u548c\u8de8\u5730\u57df\u8425\u9500\u6295\u8d44\u7684\u589e\u91cf\u5f71\u54cd\u3002\u5f52\u56e0\u548c\u589e\u91cf\u6d4b\u8bd5\u5219\u662f\u5bf9\u5176\u7684\u8865\u5145\uff0c\u53ef\u4ee5\u5bf9\u8425\u9500\u6d3b\u52a8\u8fdb\u884c\u66f4\u7ec6\u5316\u7684\u5b9e\u65f6\u4f18\u5316\u3002\u8fd9\u4e9b\u5de5\u5177\u5171\u540c\u6253\u9020\u4e86\u4e00\u4e2a\u6574\u4f53\u8861\u91cf\u751f\u6001\u7cfb\u7edf\uff0c\u5728\u77ed\u671f\u7075\u6d3b\u6027\u4e0e\u957f\u671f\u6218\u7565\u4e4b\u95f4\u5b9e\u73b0\u4e86\u5e73\u8861\u3002.<\/p>\n

\u8010\u514b\u5206\u9636\u6bb5\u90e8\u7f72\u8fd9\u4e9b\u5de5\u5177\u5bf9\u5176\u6210\u529f\u81f3\u5173\u91cd\u8981\u3002\u901a\u8fc7\u9996\u5148\u5173\u6ce8 data foundations \u80fd\u529b\u6700\u5f3a\u3001\u6f5c\u5728\u6295\u8d44\u56de\u62a5\u7387\u6700\u9ad8\u7684\u9886\u57df\uff0c\u8010\u514b\u80fd\u591f\u5c55\u793a\u901f\u6548\u6210\u679c\uff0c\u5efa\u7acb\u5185\u90e8\u4fe1\u5fc3\uff0c\u5e76\u968f\u7740\u65f6\u95f4\u7684\u63a8\u79fb\u4e0d\u65ad\u6269\u5927\u5176\u6d4b\u91cf\u80fd\u529b\u3002\u8fd9\u79cd\u52a1\u5b9e\u7684\u65b9\u6cd5\u786e\u4fdd\u4e86\u5de5\u5177\u4e0d\u4ec5\u4ec5\u662f\u88ab\u5b9e\u65bd\uff0c\u800c\u662f\u5728\u79ef\u6781\u63a8\u52a8\u4e1a\u52a1\u5f71\u54cd\u3002.<\/p>\n<\/div>

3.\u8fc7\u7a0b\uff1a\u5c06\u8861\u91cf\u7eb3\u5165\u4e1a\u52a1<\/h2><\/div>

\u8010\u514b\u516c\u53f8\u6700\u91cd\u8981\u7684\u6210\u5c31\u4e4b\u4e00\uff0c\u5c31\u662f\u5c06\u8425\u9500\u6d4b\u8bc4\u878d\u5165\u73b0\u6709\u7684\u4f01\u4e1a\u548c\u8425\u9500\u6d41\u7a0b\u3002\u8861\u91cf\u4e0d\u662f\u4e00\u9879\u5b64\u7acb\u7684\u529f\u80fd\uff0c\u800c\u662f\u4f01\u4e1a\u8fd0\u4f5c\u7684\u6838\u5fc3\u7ec4\u6210\u90e8\u5206\u3002.<\/span><\/p>\n

MMM \u7684\u6d1e\u5bdf\u529b\u88ab\u7eb3\u5165\u5e74\u5ea6\u548c\u5b63\u5ea6\u89c4\u5212\u5468\u671f\uff0c\u4f7f\u8425\u9500\u6295\u8d44\u4e0e\u66f4\u5e7f\u6cdb\u7684\u4e1a\u52a1\u76ee\u6807\u4fdd\u6301\u4e00\u81f4\u3002\u5728\u6bcf\u5468\u7684\u4e1a\u52a1\u6d41\u7a0b\u4e2d\u4f7f\u7528\u5f52\u56e0 data\uff0c\u4ee5\u5b9e\u73b0\u5b63\u8282\u6027\u8c03\u6574\uff0c\u540c\u65f6\u901a\u8fc7 \u2018\u6d4b\u8bd5\u8231 \u2019\u8fdb\u653b\uff0c\u5c06 A\/B \u6d4b\u8bd5\u7cfb\u7edf\u5730\u7eb3\u5165\u6570\u5b57\u8425\u9500\u8f6c\u578b\u8ba1\u5212\u3002.<\/span><\/p>\n

\u8fd9\u79cd\u6574\u5408\u8d85\u8d8a\u4e86\u5e02\u573a\u8425\u9500\uff0c\u5ef6\u4f38\u5230\u4e1a\u52a1\u7684\u5176\u4ed6\u90e8\u5206\uff0c\u5982\u6570\u5b57\u5546\u52a1\u548c\u7efc\u5408\u7ba1\u7406\u3002\u901a\u8fc7\u5c06\u6d4b\u91cf\u7eb3\u5165\u8fd9\u4e9b\u6d41\u7a0b\uff0c\u8010\u514b\u786e\u4fdd\u4e86\u8425\u9500\u6d1e\u5bdf\u4e0d\u4ec5\u4ec5\u662f\u7406\u8bba\u4e0a\u7684\uff0c\u800c\u662f\u76f4\u63a5\u5f71\u54cd\u4e1a\u52a1\u6210\u679c\u7684\u3002.<\/span><\/p>\n<\/div>

4.\u4eba\uff1a\u5efa\u7acb data-driven \u51b3\u7b56\u6587\u5316<\/h2><\/div>

\u8010\u514b\u5728\u8425\u9500\u6d4b\u91cf\u9886\u57df\u7684\u53d1\u5c55\u4e0d\u4ec5\u9700\u8981\u5de5\u5177\u548c\u6d41\u7a0b\uff0c\u8fd8\u9700\u8981\u5bf9\u4eba\u5458\u8fdb\u884c\u5927\u91cf\u6295\u8d44\u3002\u516c\u53f8\u5f88\u65e9\u5c31\u8ba4\u8bc6\u5230\uff0c\u4ec5\u9760\u5de5\u5177\u65e0\u6cd5\u63a8\u52a8\u53d8\u9769\uff0c\u5efa\u7acb data-driven \u51b3\u7b56\u6587\u5316\u81f3\u5173\u91cd\u8981\u3002.<\/p>\n

\u8010\u514b\u6d88\u8d39\u8005\u8425\u9500\u5b66\u9662\u5728\u8fd9\u9879\u5de5\u4f5c\u4e2d\u53d1\u6325\u4e86\u6838\u5fc3\u4f5c\u7528\uff0c\u63a8\u52a8\u4e86\u6574\u4e2a\u7ec4\u7ec7\u4ece\u521d\u7ea7\u8425\u9500\u4eba\u5458\u5230\u9ad8\u7ea7\u7ba1\u7406\u4eba\u5458\u7684 data \u7d20\u517b\u548c\u6570\u5b57\u654f\u9510\u5ea6\u3002.<\/p>\n

\u53d8\u9769\u7ba1\u7406\u540c\u6837\u81f3\u5173\u91cd\u8981\u3002\u5411\u4ee5\u8861\u91cf\u4e3a\u5bfc\u5411\u7684\u6587\u5316\u8f6c\u53d8\u9700\u8981\u65f6\u95f4\uff0c\u9700\u8981\u6301\u7eed\u7684\u6559\u80b2\u3001\u6c9f\u901a\u548c\u9886\u5bfc\u5c42\u7684\u652f\u6301\u3002\u901a\u8fc7\u83b7\u5f97\u9ad8\u5c42\u9886\u5bfc\u7684\u652f\u6301\uff0c\u5e76\u901a\u8fc7\u9010\u6b65\u53d6\u5f97\u7684\u6210\u529f\u6765\u5c55\u793a\u8861\u91cf\u7684\u4ef7\u503c\uff0c\u8010\u514b\u516c\u53f8\u5f97\u4ee5\u5f62\u6210\u52bf\u5934\uff0c\u5e76\u57f9\u517b\u4e86\u4e00\u79cd\u601d\u7ef4\u6a21\u5f0f\uff0c\u4f7f\u8861\u91cf\u6210\u4e3a\u4e00\u79cd\u6218\u7565\u8d44\u4ea7\u3002.<\/p>\n<\/div>

5.\u5b9e\u73b0\u89c1\u89e3\u6c11\u4e3b\u5316\u7684\u5de5\u5177<\/h2><\/div>

\u4e3a\u4e86\u4f7f\u8861\u91cf\u6d1e\u5bdf\u6613\u4e8e\u83b7\u53d6\u548c\u64cd\u4f5c\uff0c\u8010\u514b\u5f00\u53d1\u4e86\u4e00\u5957\u5de5\u5177\uff0c\u5728\u6574\u4e2a\u7ec4\u7ec7\u5185\u5b9e\u73b0 data \u7684\u6c11\u4e3b\u5316\u3002\u9759\u6001\u8bb0\u5206\u5361\u4e3a\u5168\u7403\u548c\u5730\u533a\u56e2\u961f\u63d0\u4f9b\u4e86\u5173\u952e\u7ee9\u6548\u6307\u6807 (KPI) \u7684\u9ad8\u6c34\u5e73\u89c6\u56fe\uff0c\u5e76\u7528\u4e8e\u5b63\u5ea6\u4e1a\u52a1\u5ba1\u67e5\uff0c\u800c\u4eea\u8868\u76d8\u5219\u53ef\u4ee5\u66f4\u5feb\u5730\u89e3\u8bfb\u5f52\u56e0\u8d8b\u52bf\u3002.<\/p>\n

\u7eb5\u89c2\u5176\u4ed6\u516c\u53f8\u662f\u5982\u4f55\u5b9e\u65bd\u8425\u9500\u6d4b\u91cf\u7684\uff0c\u8010\u514b\u6709\u673a\u4f1a\u901a\u8fc7\u6269\u5c55\u5176\u81ea\u52a9\u670d\u52a1\u4eea\u8868\u677f\u5957\u4ef6\uff0c\u751a\u81f3\u4f7f\u7528\u751f\u6210\u5f0f\u4eba\u5de5\u667a\u80fd\u6765\u8fdb\u4e00\u6b65\u63d0\u9ad8\u53ef\u8bbf\u95ee\u6027\uff0c\u4ece\u800c\u63d0\u9ad8 data \u6c11\u4e3b\u5316\u7a0b\u5ea6\u3002.<\/p>\n

\u6211\u4eec\u7684\u613f\u666f\u662f\u8ba9\u8425\u9500\u56e2\u961f\u80fd\u591f\u63d0\u51fa\u81ea\u7136\u8bed\u8a00\u95ee\u9898\uff0c\u5e76\u76f4\u63a5\u4ece MMM \u548c\u5176\u4ed6\u6d4b\u91cf\u5de5\u5177\u4e2d\u83b7\u5f97\u53ef\u64cd\u4f5c\u7684\u89c1\u89e3\u3002\u8fd9\u4e00\u521b\u65b0\u6709\u53ef\u80fd\u5927\u5927\u7f29\u77ed\u6d1e\u5bdf\u65f6\u95f4\uff0c\u63d0\u9ad8\u6548\u7387\uff0c\u5b9e\u73b0\u66f4\u654f\u6377\u7684\u51b3\u7b56\u3002.<\/p>\n<\/div>

6.\u4e00\u8def\u8d70\u6765\u7684\u7ecf\u9a8c\u6559\u8bad<\/h2><\/div>

\u8010\u514b\u516c\u53f8\u5728\u8425\u9500\u6d4b\u91cf\u65b9\u9762\u7684\u5386\u7a0b\u63ed\u793a\u4e86\u51e0\u4e2a\u91cd\u8981\u7684\u89c1\u89e3\uff0c\u8fd9\u4e9b\u89c1\u89e3\u91cd\u5851\u4e86\u8010\u514b\u516c\u53f8\u7684\u8425\u9500\u65b9\u6cd5\u3002\u4e0b\u9762\u603b\u7ed3\u4e86\u4e00\u4e9b\u4f8b\u5b50\uff1a<\/p>\n