{"id":60167,"date":"2021-04-15T17:24:59","date_gmt":"2021-04-15T16:24:59","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=news&#038;p=60167"},"modified":"2024-09-20T17:45:41","modified_gmt":"2024-09-20T16:45:41","slug":"what-is-the-most-transformative-digital-marketing-trend-of-the-last-few-years","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/what-is-the-most-transformative-digital-marketing-trend-of-the-last-few-years\/","title":{"rendered":"\u8fc7\u53bb\u51e0\u5e74\u6700\u5177\u53d8\u9769\u6027\u7684\u6570\u5b57\u8425\u9500\u8d8b\u52bf\u662f\u4ec0\u4e48\uff1f"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling article-author\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:#ffffff;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">\u4f5c\u8005<\/h2><\/div><img decoding=\"async\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27150%27%20height%3D%270%27%20viewBox%3D%270%200%20150%200%27%3E%3Crect%20width%3D%27150%27%20height%3D%270%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2021\/04\/tristan.jpeg\" alt=\"Image\" class=\"lazyload artefact-elegant-image align-left article-author-image\" style=\"width: 150px; border-radius: 54% 46% 77% 23% \/ 74% 40% 60% 26%; overflow: hidden;\" width=\"150\" height=\"auto\" \/><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-three article-author-name-title\" style=\"--awb-margin-bottom-small:8px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:20;line-height:1.2;\">\u7279\u91cc\u65af\u5766-\u6851\u5fb7\u65af<\/h3><\/div><div class=\"fusion-text fusion-text-1 article-author-description\"><p>\u82f1\u56fd Artefact \u516c\u53f8\u7ee9\u6548\u4e3b\u7ba1<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2 description\"><p>2021 \u5e74 4 \u6708 16 \u65e5 <\/p>\n<p>\u82f1\u56fd Artefact \u6027\u80fd\u4e3b\u7ba1\u7279\u91cc\u65af\u5766-\u6851\u5fb7\u65af\uff08Tristan Sanders\uff09\u8ba4\u4e3a\uff0caudience \u5728\u8c37\u6b4c BigQuery \u7684\u57fa\u7840\u4e0a\u5f00\u53d1\u7684\u4e13\u6709\u6280\u672f\u53ef\u4ee5\u5bf9 audience \u8fdb\u884c\u66f4\u6df1\u5165\u7684\u5206\u6790\u3002<\/p>\n<\/div><\/div><\/div><\/div><\/div><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-3\"><p>\u5c06\u5ec9\u4ef7\u7684 cloud data \u4ed3\u5e93\u4f5c\u4e3a\u63d0\u540d\u5bf9\u8c61\u4f3c\u4e4e\u662f\u4e00\u4e2a\u5947\u602a\u7684\u9009\u62e9\u3002\u7136\u800c\uff0c\u5bf9\u6211\u4eec Artefact \u6765\u8bf4\uff0c\u8c37\u6b4c\u7684 BigQuery \u4ea7\u54c1\u5374\u7ed9\u4e86\u6211\u4eec\u5de8\u5927\u7684\u5e2e\u52a9\uff0c\u5b83\u8ba9\u6211\u4eec\u80fd\u591f\u4ee5\u524d\u6240\u672a\u6709\u7684\u65b9\u5f0f\u5bf9\u5a92\u4f53 audience \u8fdb\u884c\u5206\u6790\u548c\u7ec6\u5206\u3002\u5b83\u662f\u6211\u4eec\u5904\u7406\u5ba2\u6237\u5a92\u4f53\u7684\u9769\u547d\u6027\u65b9\u6cd5\u7684\u57fa\u7840\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-4\"><p>\u5982\u679c\u6ca1\u6709 BigQuery \u4ee5\u53ca data \u4ed3\u50a8\u548c\u5206\u6790\u66f4\u52a0\u6c11\u4e3b\u5316\u7684\u8d8b\u52bf\uff0c\u6211\u4eec\u5c06\u65e0\u6cd5\u5229\u7528\u6211\u4eec\u8ba4\u4e3a \u201c\u8fc7\u53bb\u51e0\u5e74\u6700\u5177\u53d8\u9769\u6027\u7684\u6570\u5b57\u8425\u9500\u8d8b\u52bf\u201d\uff1a\u5373\u4e0d\u65ad\u63d0\u9ad8\u7684\u5b9a\u5236\u5a92\u4f53\u80fd\u529b\uff0c\u5728\u6b63\u786e\u7684\u65f6\u95f4\u5411\u6b63\u786e\u7684 audience \u53d1\u9001\u6b63\u786e\u7684\u4fe1\u606f\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-5\"><p>\u5728 Artefact\uff0c\u6211\u4eec\u901a\u8fc7\u53d7\u4f17\u5f15\u64ce\uff08AE\uff09\u5de5\u5177\u6765\u5b9e\u73b0\u8fd9\u4e00\u76ee\u6807\uff0c\u8be5\u5de5\u5177\u662f\u6211\u4eec\u7684\u5185\u90e8\u4e13\u6709\u6280\u672f\uff0c\u662f\u6211\u4eec\u5927\u90e8\u5206\u5a92\u4f53\u6fc0\u6d3b\u4ea7\u51fa\u7684\u57fa\u7840\u3002AE \u53ef\u83b7\u53d6\u6f5c\u5728\u5ba2\u6237\u7684\u591a\u4e2a\u7b2c\u4e00\u65b9\/\u7b2c\u4e8c\u65b9\/\u7b2c\u4e09\u65b9 data \u70b9\uff0c\u7136\u540e\u4f7f\u7528\u5148\u8fdb\u7684\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u6765\u9884\u6d4b\u7528\u6237\u7684\u7279\u5b9a\u884c\u4e3a\u503e\u5411\uff08\u5982\u8d2d\u4e70\u4ea7\u54c1\uff09\u3002\u8fd9\u4f7f\u6211\u4eec\u80fd\u591f\u5efa\u7acb\u548c\u5206\u6790\u961f\u5217\uff0c\u5e76\u6839\u636e\u5ba2\u6237\u7684\u5ba2\u6237\u6863\u6848\u8fdb\u884c\u6620\u5c04\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-6\"><p>\u73b0\u5728\uff0c\u6211\u4eec\u53ef\u4ee5\u5c06\u6d88\u8d39\u8005\u884c\u4e3a\u4e0e\u503e\u5411\u5efa\u6a21\u7684\u8f93\u51fa\u7ed3\u679c\u8fdb\u884c\u5408\u5e76\uff0c\u7531\u6b64\u4ea7\u751f\u7684\u77e9\u9635\u53ef\u4ee5\u6839\u636e\u7528\u6237\u7684\u884c\u4e3a\u3001\u9700\u6c42\u548c\u751f\u547d\u9636\u6bb5\u5f00\u5c55\u8d85\u5f3a\u9488\u5bf9\u6027\u7684\u5a92\u4f53\u6d3b\u52a8\uff0c\u5e76\u53ef\u5927\u89c4\u6a21\u63a8\u5e7f\u3002\u6b64\u5916\uff0c\u8fd9\u9879\u5206\u6790\u7684\u7ed3\u679c\u8fd8\u4e3a audience \u76f8\u4f3c\u4eba\u7fa4\u63d0\u4f9b\u4e86\u79cd\u5b50\uff0c\u4e3a\u672c\u8d28\u4e0a\u66f4\u52a0\u4ee5 data \u4e3a\u4e3b\u5bfc\u7684\u6f5c\u5728\u5ba2\u6237\u6316\u6398\u65b9\u6cd5\u63d0\u4f9b\u4e86\u57fa\u7840\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-7\"><p>\u8fd9\u79cd\u65b9\u6cd5\u964d\u4f4e\u4e86\u5ba2\u6237\u7684\u6210\u672c\u6548\u76ca\uff0c\u5728\u96f6\u552e\u548c\u65c5\u6e38\u9886\u57df\u5c24\u5176\u5982\u6b64\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-8\"><p>\u6570\u5b57\u5e7f\u544a\u65e5\u76ca\u4e2a\u6027\u5316\u7684\u8d8b\u52bf\u5e76\u975e\u4e00\u5e06\u98ce\u987a\uff0cGDPR\u3001Safari\/iOS14 \u548c\u66f4\u5927\u8303\u56f4\u7684\u65e0\u70f9\u996a\u672a\u6765\u90fd\u5e26\u6765\u4e86\u5de8\u5927\u7684\u6311\u6218\u3002\u7136\u800c\uff0c\u5982\u679c\u8bf4\u6709\u4ec0\u4e48\u969c\u788d\u7684\u8bdd\uff0c\u8fd9\u4e9b\u969c\u788d\u5219\u66f4\u52a0\u5f3a\u8c03 1P data \u6765\u6e90\u3002\u6765\u81ea Google Analytics \u7684\u7f51\u7ad9\u884c\u4e3a data \u76f4\u63a5\u8f93\u5165 BigQuery \u8fdb\u884c\u5904\u7406\uff0c\u7136\u540e\u518d\u8f93\u5165 Audience Engine \u7b49\u4ee3\u7406\u4ea7\u54c1\u3002.<\/p>\n<\/div><div class=\"fusion-text fusion-text-9\"><p>\u603b\u4e4b\uff0c\u5e7f\u544a\u4e2a\u6027\u5316\u7a0b\u5ea6\u4e0d\u65ad\u63d0\u9ad8\u7684\u8d8b\u52bf\u5e94\u8be5\u662f\u4e00\u4e2a\u4e09\u8d62\u7684\u5c40\u9762\uff1a\u5bf9\u6211\u4eec\u7684\u5ba2\u6237\u6765\u8bf4\uff0c\u80fd\u591f\u4ee5\u66f4\u4f4e\u7684\u6210\u672c\u83b7\u5f97\u66f4\u597d\u7684\u6548\u679c\uff1b\u5bf9\u6d88\u8d39\u8005\u6765\u8bf4\uff0c\u4ed6\u4eec\u8d8a\u6765\u8d8a\u5c11\u5730\u88ab\u65e0\u5173\u7d27\u8981\u7684\u3001\u4e0d\u6070\u5f53\u7684\u5e7f\u544a\u6240\u56f0\u6270\uff1b\u5bf9\u6211\u4eec\u5e7f\u544a\u516c\u53f8\u6765\u8bf4\uff0c\u6211\u4eec\u8d70\u5728\u4e86\u8fd9\u4e00\u5207\u7684\u6700\u524d\u6cbf\u3002cloud data \u4ed3\u50a8\u7684\u6c11\u4e3b\u5316\u662f\u8fd9\u4e00\u8f6c\u53d8\u80cc\u540e\u7684\u65e0\u540d\u82f1\u96c4\uff0c\u5728\u6211\u4eec\u770b\u6765\uff0c\u5b83\u4ee3\u8868\u4e86\u8fc7\u53bb\u51e0\u5e74\u6700\u5177\u53d8\u9769\u6027\u7684\u6570\u5b57\u8425\u9500\u8d8b\u52bf\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/article><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-10\"><p>\u6587\u7ae0\u6700\u521d\u7531\u300a\u9f13\u58f0\u300b\u53d1\u8868<\/p>\n<\/div><div ><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type button-primary-medium\" target=\"_self\" href=\"https:\/\/www.thedrum.com\/opinion\/2021\/03\/30\/voxpop-what-the-most-transformative-digital-trend-part-one\" rel=\"noopener\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">\u67e5\u770b\u6587\u7ae0<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"<p>2021 \u5e74 4 \u6708 16 \u65e5<br \/>\nArtefact\u82f1\u56fd\u5206\u516c\u53f8\u7ee9\u6548\u4e3b\u7ba1\u7279\u91cc\u65af\u5766\u00b7\u6851\u5fb7\u65af\uff08Tristan Sanders\uff09\u4e3b\u5f20\uff0c\u5e94\u501f\u52a9\u8be5\u516c\u53f8\u57fa\u4e8e\u8c37\u6b4cBigQuery\u6784\u5efa\u7684\u4e13\u6709\u6280\u672f\uff0c\u5bf9audience\u6570\u636e\u8fdb\u884c\u66f4\u6df1\u5165\u7684\u5206\u6790\u3002.<\/p>","protected":false},"featured_media":60882,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[2997],"blog-language":[2991],"class_list":["post-60167","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\/60167","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\/60882"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=60167"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-category?post=60167"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-language?post=60167"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}