{"id":61339,"date":"2021-06-22T14:09:18","date_gmt":"2021-06-22T13:09:18","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=news&p=61339"},"modified":"2024-09-20T17:45:45","modified_gmt":"2024-09-20T16:45:45","slug":"marketing-data-driven-why-does-it-become-urgent-to-deploy-a-customer-data-platform","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/marketing-data-driven-why-does-it-become-urgent-to-deploy-a-customer-data-platform\/","title":{"rendered":"Data \u8425\u9500\u9a71\u52a8\uff1a\u5ba2\u6237\u7684\u5d1b\u8d77 data platform"},"content":{"rendered":"

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

\u5f17\u6d1b\u91cc\u5b89-\u8482\u57c3\u535a\u7279<\/h3><\/div>

\u5408\u4f19\u4eba - Data-Artefact\u7684\u5e02\u573a\u8425\u9500\u4e1a\u52a1\u4e3b\u7ba1<\/p>\n<\/div><\/div><\/div><\/div><\/div>

<\/span><\/a><\/span>

\u9605\u8bfb\u6211\u4eec\u7684\u6cd5\u6587\u6587\u7ae0<\/u><\/p>\n<\/div>

<\/span><\/div>

.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u4e00\u5207\u4f3c\u4e4e\u90fd\u8bc1\u660e\u4e86\u5f53\u524d\u5ba2\u6237 Data \u5e73\u53f0\uff08CDP\uff09\u5e02\u573a\u7684\u706b\u7206\u3002\u4e0e\u8001\u4e00\u4ee3 Data \u7ba1\u7406\u5e73\u53f0\uff08DMP\uff09\u76f8\u6bd4\uff0cCDP \u7684\u4e3b\u8981\u4f18\u52bf\u5728\u4e8e\u5b83\u4eec\u53ef\u4ee5\u8f7b\u677e\u96c6\u6210\u53ef\u8bc6\u522b\u7684 first-party data\uff08\u7535\u5b50\u90ae\u4ef6\u3001\u7535\u8bdd\u53f7\u7801\uff09\uff0c\u5e76\u4e14\u4e0d\u4f9d\u8d56\u4e8e\u4f7f\u7528\u7b2c\u4e09\u65b9 cookies \u6216\u6d4f\u89c8 data \u6765\u5b8c\u5584\u5ba2\u6237\u548c\u6f5c\u5728\u5ba2\u6237\u77e5\u8bc6\u3002. <\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u5728\u4e00\u4e2a\u8d8a\u6765\u8d8a\u6ca1\u6709 cookie \u548c\u5e7f\u544a ID \u7684\u4e16\u754c\u91cc\uff0cCDP \u662f\u4e00\u9879\u771f\u6b63\u7684\u8d44\u4ea7\u3002\u5927\u6d41\u884c\u8feb\u4f7f\u54c1\u724c\u4ee5\u6781\u5feb\u7684\u901f\u5ea6\u8fdb\u884c\u6570\u5b57\u5316\uff0c\u56f4\u7ed5\u5e7f\u544a\u8ffd\u8e2a\u5668\u7684\u6280\u672f\u548c\u76d1\u7ba1\u73af\u5883\u7684\u8f6c\u53d8\u4e5f\u8feb\u4f7f data \u8425\u9500\u4eba\u5458\u4fee\u6539\u4ed6\u4eec\u7684\u65b9\u6cd5\uff0c\u5728\u8fd9\u79cd\u60c5\u51b5\u4e0b\uff0cCDP \u5c31\u80fd\u4f18\u5316\u5ba2\u6237\u4f53\u9a8c\u3002.<\/p>\n<\/div>

\u6539\u53d8\u6e38\u620f\u89c4\u5219\u7684\u6280\u672f\u548c\u6cd5\u5f8b\u73af\u5883<\/h2><\/div>

\u7ee7 2016 \u5e74\u7684 Safari \u4e4b\u540e\uff0c\u5168\u7403\u4e09\u5927\u6d4f\u89c8\u5668\u90fd\u53d6\u6d88\u4e86 (\u6216\u5c06\u53d6\u6d88\uff09\u7b2c\u4e09\u65b9 cookies \u7684\u4f7f\u7528\u3002.<\/strong> \u5728\u79fb\u52a8\/\u5e73\u677f\u8bbe\u5907\u65b9\u9762\uff0c\u82f9\u679c\u516c\u53f8\u7684 iOS 14 \u73b0\u5728\u8981\u6c42\u5728\u6536\u96c6\u4efb\u4f55\u79fb\u52a8 ID \u65f6\u5fc5\u987b\u83b7\u5f97\u660e\u786e\u540c\u610f\u3002.<\/p>\n<\/div>

\u81f3\u4e8e\u76d1\u7ba1\u3001, GDPR<\/b> \u6b27\u6d32\u7684\u6cd5\u5f8b\u8d4b\u4e88\u6d88\u8d39\u8005\u5bf9\u5176\u4e2a\u4eba data \u7684\u66f4\u591a\u63a7\u5236\u6743\uff0c\u8981\u6c42\u4ed6\u4eec\u660e\u786e\u540c\u610f\u4f7f\u7528 cookies\u3002\u8fd9\u9879\u6cd5\u89c4\u6807\u5fd7\u7740 data-driven \u8425\u9500\u9886\u57df\u7684\u91cd\u5927\u8f6c\u53d8\uff0c\u56e0\u4e3a\u5b83\u4f7f\u6b27\u6d32\u8bbe\u5907\u4e0a\u7684 cookies \u6570\u91cf\u51cf\u5c11\u4e86 30%\u3002.<\/p>\n<\/div>

\u8fd9\u79cd\u9650\u5236\u4f7f\u7528 ID \u548c\u5e7f\u544a cookies \u7684\u5168\u7403\u8d8b\u52bf\u4e25\u91cd\u5f71\u54cd\u4e86\u5e7f\u544a\u5546\u7684 targeting \u80fd\u529b\uff0c\u56e0\u4e3a\u4ed6\u4eec\u901a\u5e38\u4f9d\u8d56\u4e8e\u7b2c\u4e09\u65b9 data\u3002\u4ed6\u4eec\u4e2d\u7684\u7edd\u5927\u591a\u6570\u90fd\u5728\u4f7f\u7528\u6216\u66fe\u7ecf\u4f7f\u7528\u8fc7\u91cd\u65b0 targeting \u548c\u8001\u4e00\u4ee3 DMP\uff0c\u8fd9\u4e9b DMP \u5728\u5f88\u5927\u7a0b\u5ea6\u4e0a\u4f9d\u8d56\u4e8e\u7531\u7b2c\u4e09\u65b9 data \u63d0\u4f9b\u7684\u7ec6\u5206\u5e02\u573a\u3002.<\/p>\n<\/div>

\u9664\u4e86 targeting\uff0c\u6d4b\u91cf\u4e5f\u5fc5\u987b\u8f6c\u578b\u3002\u7531\u4e8e\u6536\u96c6\u540c\u610f\u7684\u8981\u6c42\u66f4\u52a0\u4e25\u683c\uff0c\u8981\u6536\u96c6\u8ddf\u8e2a\u5370\u8c61\u3001\u70b9\u51fb\u6216\u6d4f\u89c8\u6240\u9700\u7684\u6d88\u8d39\u8005 ID \u5e76\u91cd\u5efa\u5b8c\u6574\u7684\u5ba2\u6237\u65c5\u7a0b\u53d8\u5f97\u66f4\u52a0\u56f0\u96be\u3002.<\/p>\n<\/div>

\u53ef\u6301\u7eed data \u6218\u7565\u7684\u56db\u5927\u652f\u67f1<\/h2><\/div>

\u4e3a\u4e86\u4fdd\u6301\u540c\u6837\u7684\u4e1a\u7ee9\u5e76\u5728\u7ade\u4e89\u4e2d\u8131\u9896\u800c\u51fa\uff0c\u5e7f\u544a\u5546\u5fc5\u987b\u8bbe\u8ba1\u53ef\u6301\u7eed\u7684 data \u6218\u7565\uff0c\u5e76\u5145\u5206\u6316\u6398\u5ba2\u6237\u548c\u6f5c\u5728\u5ba2\u6237\u7684 data \u6f5c\u529b\u3002.<\/p>\n<\/div>

\u8fd9\u9700\u8981\u91cd\u70b9\u91c7\u53d6\u56db\u9879\u884c\u52a8\uff1a<\/p>\n<\/div>